Study On The Music In Television Advertising

Television advertising is an art that attracts the attention of the intended audience with a variety ofmeans, including colorful pictures and lively sounds. The unique characteristics of television advertisingmake it an indispensable creative element on the TV screen with a special role in the informationdissemination process, not only conveying product information, but also spreading a unique art form.The commercial nature of music in television advertising is mainly reflected by effects on brandcommunication. Appropriate music can enhance emotionality, create an aura around the brand, improvebrand image, and intensify the visual appeal of the entire advertising package, thus leading to elevated sales.Music can also invoke emotional states that heighten the consumption impulse of the audience. For a wellcrafted television advertising piece, good music is like the icing on the cake, offering clues and enticementsto the core attraction, facilitating the viewer’s memorization of the advertising piece, and stimulating theviewer’s buying impulses.First of all, music in television advertising attracts peoples’ attentions, thus enhancing informationtransmission. Music invokes thoughts and emotions. A familiar tune produces a natural sense of intimacy,thus lowering peoples’ psychological defenses. Due to the differences in place of residence, age, culture,and economic status, audiences differ markedly in their music taste. Shandongese often enjoy Allegro,Beijing people are partial to Beijing Opera, while Southerners likely favor Cantonese Opera. Used properly,advertising music can be a multiplier of dissemination effects.Moreover, music facilitates pictures and narratives in creating a special emotional aura. In many cases,pictures do not completely convey the intent of the advertisers. For example, a parade of pictures withoutan inherent logic structure can only make sense if strongly segmented music is used to demarcate thepictures. Good combinations of music and imagery bring more reality to the advertising scenes, create aspecial emotional aura, and give the audience an immersive experience.Third, music expresses emotions and entertains the audience. Classic television advertisements usuallycan dispense with commentaries, yet music is absolutely essential. Music not only reveals the inner feelingsof the characters shown on the TV screen, but also heightens the emotionality of the imagery. Moreimportantly, music can convey subtle and intangible meanings that are difficult to put into words and images.Because of the importance of music in television advertising, this paper systematically examines anumber of classic television advertising pieces using a theoretical framework that combines thefundamentals of musicology, music aesthetics, music sociology, communication, advertising, andmarketing. From doing so, it is hoped that some useful insights might be gleaned.The first part of this paper is an overview of music in television advertising. The most primitive formsof advertising can be traced back to the pre-Qin Dynasty era. Music in television advertising is categorizedaccording to source, form of expression, and style. This part also discusses the principles and rules thatought to be followed in the creation and selection of television advertising music.The second part focuses on analyzing the impact of television advertising music on brandcommunication. It starts with a discussion concerning television advertising music and brand marketingstrategy, describing how music creates and promotes a positive image for a brand. The paper then discussesthe role of television advertising music in the brand building process, and the factors that affect theperformance of the music. Next, the paper elaborates on the impact of music in television advertising onbrand communication by detailing the definition and process of brand communication and analyzingseveral classic advertising cases. The impact of television advertising music on brand communication isassessed from the effects on brand memorization, recognition of advertising theme, emotional appeal, andcultivation of aesthetic taste, leading to the conclusion that television advertising music not only enhancesbrand popularity and reputation, but also raises the creative influence of brand communication.The third part dissects the prevailing problems of television advertising music, such as violations ofintellectual property due to the lack of legal awareness, defamatory attacks on competitors driven by adesire to seek short-term profits, shoddy products, and a diversification of advertising avenuesaccompanying the proliferation of media outlets.This paper has examined television advertising music from the communication perspective. It maythus provide valuable insights for the creation of product brands and corporate images, promotion ofadvertising music products, and marketing of television advertising music. It may also serve as a usefulreference regarding the artistic characteristics and forms of television advertising music.