中国商业广告中的音乐

发布时间：2018-01-10 21:31

本文关键词：中国商业广告中的音乐　出处：《云南艺术学院》2017年硕士论文　论文类型：学位论文

【摘要】：当下已然是一个科技化网络化数字化的时代,在这个通过网络便可消费的社会里,各类产品品牌的竞争可谓是如火如荼。对于如何推广品牌得到消费群体的青睐,商业广告制作的重要性不言而喻,它的存在便是产品品牌较为直接的宣传手段。从商业广告本体而言是集画面、广告语以及广告背景音乐于一体的艺术品,而从多元化的商业广告发展而言则是集艺术、商业、科技于一体的综合性传播媒介。越来越多的企业已经开始重视听觉识别系统的介入,音乐对商业广告来讲已然不再是一种陪衬,而是可以有助于整则商业广告、整个企业高水准定位乃至提升中国商业广告事业的重要手段。文章首先从绪论部分主要以本选题的一系列研究目的、意义内容和方法等为主,第二部分主要是从商业广告音乐的发展起源现状和音乐类别角度做一概述,根据广告伊始出现的时期以及音乐不同的风格、来源等标准对商业广告音乐进行细致的分类。第三部分着重分析了商业广告音乐的创作,以音乐创作原则、音乐创作特征、音乐创作规律三方面进行分析研究。第四部分主要是分析了商业广告音乐在品牌战略发展中的作用,商业广告音乐对品牌传播的影响以提升知名度、美誉度以及加快品牌传播速度两个方面;其次是广告音乐对品牌构建的影响,介绍了影响广告音乐发挥作用的因素和品牌构建中的具体作用。最后一部分则是主要对中国商业广告音乐的现存问题、优化措施的建议与展望,例如提升广告音乐制作的欣赏度、杜绝侵犯知识产权、商业广告音乐多元化的发展趋势、商业广告音乐创作的建议以及将中国商业广告、商业广告音乐西风东渐现象转化为东风西渐。
[Abstract]:The present is already a scientific and technological network digital era, in this network can be consumed in the society. All kinds of product brand competition is in full swing. For how to promote the brand to get the favor of consumer groups, the importance of commercial advertising production is self-evident. Its existence is the product brand more direct means of propaganda. From the commercial advertising Noumenon is a collection of pictures, advertising language and advertising background music in one of the works of art. From the diversified commercial advertising development is a collection of art, commerce, science and technology in one of the comprehensive media. More and more enterprises have begun to attach importance to auditory recognition system intervention. Music is no longer a foil to commercial advertising, but can help the whole commercial. The whole enterprise positioning and even promoting the important means of China's commercial advertising industry. First of all, the introduction of the article is mainly focused on a series of research purposes, meaning content and methods of this topic. The second part is mainly from the commercial advertising music development status quo and music category angle to do an overview, according to the beginning of the advertising period and different styles of music. The third part focuses on the analysis of commercial advertising music creation, music creation principles, music creation characteristics. The 4th part mainly analyzes the role of commercial advertising music in the development of brand strategy, and the influence of commercial advertising music on brand communication in order to enhance the popularity. Reputation and speed of brand communication; The second part is the influence of advertising music on brand construction, introducing the factors that affect the role of advertising music and the specific role of brand construction. The last part is mainly about the existing problems of Chinese commercial music. Suggestions and prospects of optimization measures, such as enhancing the appreciation of advertising music production, eliminating infringement of intellectual property rights, and the development trend of commercial music diversification. Suggestions on the creation of Commercial advertisement Music and the Transformation of Chinese Commercial advertisement and Commercial advertisement Music from the West to the West.
【学位授予单位】：云南艺术学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;J617.9

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