Living in the modern Chinese society of commodity economy, people pursue especially the consumption of "image". The modern advertisements create consumption, the image as well as create a variety of innovative "totems"---enterprises and brand images. Brand culture is also the soul of enterprise and brand image. For commercial interests, the modern society needs to create a "totem worship" so as to use the power it brings to attract the consumers and establish a psychological effect concerning the "totem"myths. In this paper, the author, by analyzing the auspicious concept and culture connotation hidden in the traditional auspicious motifs on the Peking Opera costumes, explored the consumption psychology of modern society and roughly discussed the demands of consumer psychology, the brand image and cultural values, all from the perspective of the spiritual and cultural level as well as the relationship between brand image and cultural value. As a result, he summed up the core culture of modern "totem" myth---the "affinity", leading us to appreciate the charm of the modern "totem". This paper is written in the hope of setting a good example for design educators to conduct some more in-depth researches.

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This paper studies systemic risk in the Chinese debt market stemming from inter-corporate loan guarantees using field data from Zhejiang Province. We apply a weighted and directed network model to analyse the implications for default contagion and systemic risk under different stress testing scenarios. The empirical results indicate that the topology of the loan guarantee network is close to a 'scale-free' structure, which is known to be robust against accidental failures but vulnerable to coordinated attacks. Hence, the network is able to cope with idiosyncratic shocks resulting from single company failures, but can easily suffer from more widespread contagion if a group of systemically important companies are hit by a targeted shock. We further demonstrate that within our sample of small and medium-sized enterprise (SME) companies, increasing leverage reduces network stability and exacerbates the effects of contagion. More lenient bank lending policies increase the survival rate of sample companies and thereby reduce the losses from default contagion.