The Efifects Of Music In Advertising On Audience’s Brand Cognition

The research in this thesis divides the types of music in advertising into jingle, songs, melody and non-music. Meanwhile, to redefine the dimensions of brand cognition in accordance with the depth of the cognitive processes to the brand identity, brand understanding and brand evaluation. The results show that, when do not distinguish between the forms of the advertising music, the existence of music in advertising cannot be used as the basis for the consideration of audience brand cognitive level. Only when the forms of music are considered, the effect of music in audience brand cognition can be shown. The cognitive differences from different forms of music mainly reflect the level of audience brand cognition. Due to the interference effect of the music, emotional arousal capacity and the auxiliary functions of means communication cancel out each other, music to the impact of brand understanding and brand evaluation must rely on other advertising symbols together. Meanwhile, if the music and advertising content are consistent, both high and low involvement of consumers do not produce a very significant difference on the level of brand recognition. In addition, under the conditions of different forms of music, overall, brand understanding and brand evaluation, showing a significant positive correlation, brand identity is in a relatively independent role. Finally, due to the advertising information processing involved in different degrees, under the conditions of all forms of music, the judgment of brand gender of male are lower than females, and the brand gender of high involvement females are of the highest level.This study summarized the existing research results, redefined the basic concepts of advertising music and brand recognition, and filled the blank of the study of music forms and brand awareness. Advertising sign for the future of research methods has played a certain inspiration, which provides a reference for the ad makers to make more accurate advertising music. The result implies that, if the production costs are allowed, one should make the best use of music in the ad to enhance the beauty of the ad.