Essay代写：The use of music in advertising－r51due

下面为大家整理一篇优秀的essay代写范文- The use of music in advertising，供大家参考学习，这篇论文讨论了音乐在广告中的运用。广告音乐是指媒体在进行商品宣传过程中所使用的音乐。广告音乐有着不同于一般意义音乐艺术的审美特征，它既有一般音乐艺术的审美特征，也包含了广告艺术的某些特性，如内容简短、指向性强等特性。广告音乐的主要功能是在广告宣传过程中作为主线音乐或背景音乐，烘托广告画面、渲染广告效果、强化艺术感染力，进而达到扩大广告影响、树立品牌形象、提升产品效益的目的。

In today's increasingly fierce commodity competition social life, advertising, as a means of competition and publicity, is omnipresent and omnipresent, filling every corner of our life. However, how to make their advertisements stand out and let more people remember their advertisements and understand their products has become a major issue for manufacturers and advertisers to think deeply. Nowadays, it has become a consensus among many advertisers that adding music elements to many advertising elements, such as text, picture and voice, can increase the popularity of advertisements. Adding music element to advertisement is an effective means to improve the effect of advertisement publicity. It can be said that music plays a special and irreplaceable role in advertising promotion and has great appeal and affinity for the audience.

Advertising music refers to the music used by the media in the process of product promotion. Music has different aesthetic features from music art in general meaning. It not only has aesthetic features of music art in general, but also contains some characteristics of advertising art, such as short content and strong directivity. The main function of advertisement music is to serve as the main line music or background music in the process of advertising and publicity, so as to foil the advertising picture, render the advertising effect and strengthen the artistic appeal, so as to expand the advertising influence, establish the brand image and improve the product benefit.

Since 1958, when a McDonald's franchisee named nath created the first advertising song and created the bright and cheerful image of McDonald's advertising songs, music, a unique and effective advertising form, has been continuously adopted by many advertising creative people. Music is an important means for people to express their inner feelings. Music has no national boundaries and is the common spiritual wealth of human beings. According to ancient book chapter ? LeZhi "records:" smell its GongSheng is, considerate, and wide; To hear the sound of his business, to make a man honest and righteous; To hear the sound of the horn makes a man lean and loving; To hear its signs, so that people can be happy and give; To hear the feathers makes one humble and courteous. It shows that different music can make people produce different emotions, and then affect People's Daily behaviors. Music is a unique carrier for people to express their thoughts and feelings. Through the perfect combination of rhythm, melody, harmony and timbre, music has aroused people's inner and emotional resonance. Music, which cannot be described in the picture or conveyed in the language, can always play its full role. Through the ups and downs of melody, the relaxation of rhythm, as well as the changes of tone color and tone intensity, music can perfectly reflect the subtle changes in people's psychology. It is the unique artistic features of music that make it frequently used in advertising.

May you remember the original slots in the TV ads, most of them are only dull words, line after line of white or black, advertising commentator like read the articles read a word for word, as to what is read what advertising, promotional products, estimate we who also can't remember, the only left in our mind only some "provincial fine-quality, ministerial, combined", "guarantees, agent consignments" so there is no point to vocabulary. It is no exaggeration to say that most of those advertisers and commodity producers have gone out of business. These advertisements, with only words and sounds, are monotonous and boring, making people hard to remember and even loathe advertising products. Later, some advertisements boldly improved on this basis and gradually added pictures and story plots. For a time, these advertisement creators became the first person to eat crabs, and once achieved a good advertising effect, so that we can still remember several excellent advertisements. For example, the shuanggull brand washing machine advertisement: a woman is washing clothes with a crook by the river bank, a man's voice comes from the boat on the river: "xiulan, I will buy the washing machine for you." The woman is excited, ask: "what brand?" The man replied, "double gulls!" A group of people hustled in front of the washing machine to go home, the roadside met neighbors, the woman said hello: "sister-in-law, and wash clothes to my house. The man introduce say: "wash much and clean, suit us especially countryside to use." There is also a sichuan boiler advertisement: a female teacher in a white coat carefully takes out a steaming plate of steamed bread from the boiler and carries it to the camera, smiling broadly. Dubbing: to use the boiler, or sichuan. Although I have not yet thought about how the boiler can steam out the steamed bun, but that bun is always lingering in my memory, fragrant... Honest.

Later, advertising and interpretation in the original text, the plot and the picture on the basis of added music element, which makes the ads plump, to some extent, raised the artistic quality of advertising, can be both, but owing to just try to join the music in the advertisement the new elements, a lot of advertising to join the music is not so suitable, and even feel inconvenient, only a few advertising music deeply into people's hearts, such as yan dance advertisement: "yan dance... Yan dance... A song of love "TOSHIBA advertising:" TOSHIBA, TOSHIBA, the new era of TOSHIBA." These music works on the communication effect of advertising has played a huge role, make the product brand to spread with the melody of music, although some among this brand we have difficult to see, but we have known that a few words of classic "songs" can still remember, at the same time, the perception of the brand is still with the aftertaste of these "songs".

Nowadays, along with economic development and social progress, people's living standards and tastes have been rapidly improved, and the advertising industry has also been booming. On the one hand, advertising has experienced a rapid growth from scratch, from less to more, from coarse to fine. More and more music elements have been added to the advertising, making our advertisements more and more wonderful, more and more beautiful and more pleasant. On the other hand, when music is added to almost all advertisements, the quality of music and the excellent music idea of advertisement are more important. When you hear a familiar AD, music, you suddenly think about the image of the AD. When you hear a familiar AD, music, you think about the product advertised. When you hear a familiar advertising song, you think of the name of the product in the advertisement through the lyrics. The reason why advertisements can be closely combined with music is that music has brought great publicity effect and great economic benefits to advertisements. The author believes that music has the following positive effects on advertisements:

Advertising music is influenced by the characteristics of short duration, large amount of information and effective information transmission in advertising. It is generally short, with strong intention and directivity, and it is easy to leave a deep and good emotional memory for the advertising audience. As an advertising element, advertising music has the function of entertaining and persuading the audience, that is, consumers may transfer the favorable impression of advertising music to advertising or advertising products because of the favorable impression of advertising music, so as to have a favorable impression or desire to buy advertising products. For example in the CCTV "news broadcast" set, the weather forecast before prime-time hits after betis oil of advertising, advertising music selection is successful: picture one western gentleman hand packaging exquisite colorful betis olive oil, walk in the splendid palace, painting outside the voice "the Spanish royal family oil, Chinese listed, betis olive oil", plus the orchestra peculiar dignity, noble qualities and chic play effect, make the whole advertising like nature itself, to look the goods are of good quality, noble, virtually will bring the audience a try to purchase desire, has achieved expected effect of advertising. Just imagine that other elements of this advertisement remain unchanged, and only change the style or form of music slightly, such as change into a cheerful, jumping style, or choose other instrumental music to play, or even boldly try the form of children's songs or simply remove music elements, I think the advertising effect will be greatly reduced.

Highlight the brand features, attract the audience's attention, cause brand association music has the appearance function, can form music image, causes people's association and imagination. Unique melody and beautiful sound can bring people unusual hearing experience, and can effectively enhance people's memory and association of advertisements. For example: listen to the soft female voice is singing "la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la la" the familiar melody is "OPPO" music mobile phone advertising opening song. It is precisely because of this small music at the beginning that every audience who has been exposed to this advertisement has firmly remembered "OPPO", making the audience associate "OPPO" at the first time when they overhear this music. The successful use of music is an important reason for the success of "OPPO". Again such as the tuotuo brand qujiu advertisement: "long time wine, didi tuo brand situation!" When we hear those words are familiar with, with TuoPai trademark the melody and the singer of the vicissitudes of the voice, as if we had suddenly felt the aging, drops flavour, history and culture for many years long TuoPai daqu, so wherever we go, as long as heard the two melodies will have to think of TuoPai daqu, thanks to music highlight the characteristics of the brand, attract the audience eye, the unique features of brand association.

Music can be effectively established by adopting unique voice as the company's propaganda, so as to form the unique "voice recognition" of the enterprise, so as to highlight the unique quality of the enterprise, so as to arouse people's memory of the enterprise's brand and establish a good corporate image. For example, Intel, an American firm, has played a short, meaningful music at the end of almost every AD it has run since 1996. It with Intel passed 16 years of ups and downs, and in a whole generation of ears for 16 years, after 16 years of accumulation, the bunch of short music has become consumers to recognize and remember another important symbol of Intel, deeply imprinted on each contact with Intel advertising audience and Intel customer in mind, let each people listening to this piece of music can be associated with the Intel company. This is the effect of making good use of music in advertising.

Music is used to build a bridge of communication with consumers, so as to build a good corporate image for products. Many modern film and television advertisements adopt the rational appeals of direct marketing, so that people are likely to be strongly repulsive when they see advertisements, greatly reducing the impact of advertisements on people and the corporate image of enterprises in consumers' minds, which is very unwise. However, if appropriate advertisement explanation of music is added for different situations in the radio advertisement or TV advertisement, it will make the advertisement more pleasing to the eye, add more appearance and color, deepen consumers' good impression of the advertisement and arouse consumers' inner desire to buy. Do better in this respect is the guangdong sig pharmaceutical company advertising propaganda of love "sig," the AD in the form of songs to deeply analyzes publicity and corporate culture, brand, make people deeply understand the enterprise, and is like concealed in the video to show the name of the company, products, and enterprise culture, avoid simply sell, and will be the company's business philosophy "moving the world with love, careful management of health", the core values of "whole heart, big boundless love" and other vivid image to convey to advertising audience and consumers, it is adopted this different from usual straightforward way of propaganda of appealing to reason, It made its advertisements popular all over the streets.

Research shows that when music is not related to the advertising theme, the concert will interfere with the advertising information. This requires us to pay attention to the principle of "music-information consistency" when adding music elements to advertisements. For example, some advertising works are a soft and quiet feeling from the picture, but it may be a strong and intense sound effect in the creation of music. This may conflict between the visual information of advertisement and the auditory information of advertisement, and confuse the judgment of the audience on the information. For another example, high-end luxury products should be more elegant, noble and primitive in the creation of music advertisements. The creation of music should be a fashion, popular and popular trend of music. In a word, music that increases "music-information consistency" can strengthen the audience's memory of advertising information. However, music that increases "music-inconsistency of information" cannot strengthen the memory of the audience for information and may even interfere with the reception of written information. Although statistics have long proved that audiences are resistant to advertisements, experience has shown that good advertisements can easily attract the attention of audiences and strengthen their attention. Although music does not have visual perception and literary language accuracy in advertising, its unique high generality and image have become an indispensable part of advertising.

In the Internet age, information age has arrived today, advertising, the new audio-visual technology, propaganda has been applied to the advertising campaigns, such as "celebrity advertising", "soft advertising", "advertising", however, the emergence of mobile media for advertising with audio-visual functions music built a huge development platform. In today's complex and dazzling visual advertising pressure, advertising audiences need to decompress their eyes. At this time, the auditory communication mode becomes more unique and precious, which gives music advertising a huge space for continuous development. It is believed that in the near future, the charm of music will make us no longer hate advertisement, and make advertisement bring us beautiful art enjoyment like pop songs, quietly moistening our beautiful life every day.

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