A Current Study On Western Advertising Music

As an auditory art,music has combined with advertising in the early human's business activities.Sellers sold goods accompanying by a musician,which is a prototype of advertising music.In the era of modern mass media represented by radio and television from the 20 th century,the variety the advertising has possessed and inspired,and the desire of human for great feeling of hearing multiple vision,make it happen that music has become an indispensable part in the audio-visual advertising.Now,as an important form of expression of advertising,the application of music greatly strengthens the advertising effect.While entering the digital media era,the influence of the online advertising music becomes more and more significant.We have now entered the era of reading screen.Video advertising has become the most important form of advertising.However,the creative level of our video advertising is not high,and the creative level of advertising music is not high,either.In this study,from the point of music,an attempt is made to analyze the development of Western advertising music,contemporary characteristics,communication effects and brand influence based on Western advertising music words in the new century,especially the award-winning video of the world's three largest advertising festivals,in order to provide valuable reference for the innovation of advertising music and fill in the gaps in this field of research in China.Firstly,the three major forms?function and development of the current western advertising music are introduced from the aspects of radio advertising music,TV advertising music and advertising music of the new era.Advertising music is a composite of four elements which are melody,rhythm,harmony,and tone.As advertising music has profound emotional connotations,with appropriate advertising music melody structure,it can deepen memory of advertising music.Secondly,the styles of advertising music are very different.The traditional classical style is elegant and noble,the ethnic and folk style is unique,and the modern popular style is diverse.Different types of products have different choices in music.The positive effect of advertising music promotes the spread of advertising and make advertising more popular.Advertising music actively participates in the construction of brand image,and it plays a great role in the interpretation of the brand culture,brand personality,and brand depth.Thirdly,Cannes advertising festival?New York advertising festival and London advertising festival are definitely the three most important and most authoritative advertising festivals in the world.In this study,based on the research of the award-winning video of the three advertising festivals,the trend of advertising music in the world of advertising are introduced and some questions about the use of Western advertising music are discussed.It is considered in this study that advertising music is an effective way of expression with great creativity.With its special artistic characteristics,advertising music plays an increasingly important role in brand appeal and image creation.1.Advertising music is frequently used in radio,television,and internet and has great influence.2.The perfect combination of the four elements of advertising music constitutes an excellent advertising music.Original advertising music and reference advertising have effectively promoted the spread of advertising.The audience's emotional responses caused by advertising music can enhance the audience's memory for advertising.3.In today's advertising works,we can see that the advertising music with the noble and elegant classical style is often applied in top electric applications advertisement,car advertisement,and so on,the advertising music with unique national style is often applied in product advertising full of regional features,and the advertising music with the varied modern popular style is most widely used form.4.Advertising music style positively positions brand features.Classical style advertising music strengthens elegant features,national style advertising music strengthens national features,and modern popular style advertising music stimulate dynamic fashion.Advertising music actively serves brand communication.5.From the trend of the world's three most important and most authoritative advertising festivals,we can see that advertising music can actively interpret the theme of the brand,foil the atmosphere,express the brand characteristics,and echoing the advertising story.In the future,with stronger appeal and richer imagination,advertising music will play an more important role in advertising communication and brand construction.The study of advertising music abroad has a certain long history,while the academic research and achievements in China are less.In view of the above shortcomings of Chinese advertising music production,the following improvements can be made: 1.The theory and experience of Western advertising music are learned,and the importance of advertising music is regarded.Since advertising originates from the west,and the achievements of Western advertising music studies are fruitful and comprehensive,the excellent works of Western advertising music are worthy of our study.2.The quality of advertising musicians should be improved.Only by strengthening the study of various advertising knowledge to establish a perfect knowledge structure,advertising musicians could create popular excellent advertising music.3.Original advertising music works are encouraged,and more advertising music competitions are held.Advertising music competition is an active and effective way to improve the original works of advertising music.In this study,based on the reality of Chinese advertising music,the fruitful achievements of western advertising music academic research are analyzed,and the studies on Chinese advertising music are developed to grasp the latest tendency of advertising music study abroad,which will promote the development of China's advertising industry and make advertising music contribute more to brand communication.