Abstract:In the study of modern Chinese advertising history, “local advertising company” is an important research object. In the development history of modern China??s advertising industry, it once competed with foreign companies, and was an important force in China??s advertising production and cultural competition. This paper hopes to go not only the case study of advertising text analysis, but also combining the perspective of cultural research and industry research, to analyze the concept of “local advertising company” as the cultural representation of the advertising industry change. Therefore, through the review of the development history of the advertising company, this paper expounds the rise and decline of the concept of “local advertising company”, as well as the change of the macro-system of the Chinese advertising industry represented on this basis.