The Effect Of Advertising Music In Brand Construction

Affection from the emotional side to the consumers and Heart To Heart communication has become a powerful weapon to build brands. Advertising Music has become a unique role in establishing a brand because of their ever-lasting charm.This article first show the source and the classifications of ad music, define the relationship between artistry and commerciality of the advertising music, and do a detailed analysis of the six active functions of the ad music in the process of brand building, for instance, to attract the attention of consumers; to forge the music LOGO for brand; to keep rapid and lasting memory; to stimulate the affection of consumers; to interpret the unique personality of the brand; to enhance the brand awareness and reputation. Of course, these positive roles takes the premise that the production or selection of the music must be commanded by brand core value; the music must meet the requirements of brand positioning and product positioning in specific ads; the music must combine with the picture etc. Along with the tremendous development of Chinese advertising industry, music for advertising has attracted more and more attentions, but there are still many problems, this article summarizes a number of shortcomings of the ad music in specific practice, and summed up successful experience of internationally well-known brand. Finally, the writer of this article makes some suggestions on how to make the ad music play a effective role in the process of brand construction.