分析音乐要素在电视广告中的特点及其影响.docVIP

华南农业大学珠江学院 毕业论文 分析音乐要素在电视广告中的特点及其影响 罗文洁 指导教师： 薛平（讲师） 系： 中文系 年级专业：10级汉语言文学新闻1班 提交日期： 答辩日期： 答辩委员会主席（签名）： 评阅人（签名）： 年 月 日摘 要 电视是大众传播媒体的一种，也具有大众传播媒体的特性，即有速度快、范围广、影响大Abstract TV is a mass media, it has characteristics of mass media, namely speed, range, effects and so on, and it is the combination of visual and auditory effects as a whole. Because of these characteristics of enterprises to use like advertising on TV, greatly promoting the spread of television advertising, so as to improve the advertising effect, but in the face of the advertising industry competition and national regulations on advertising time, content and so on under the pressure, enterprises should how to withstand the high cost, make the most effective advertising in the shortest period of time.? Mainly on advertising effects: influence the audiences influence, brand effect, the spread of. And the music in the audience, brand spread, also have a direct or indirect influence, so to improve the effectiveness of advertising, music is a factor that can not be ignored. It mainly from the three aspects of musical elements to influence on advertising effect. Change peoples music in the supporting views in the ad, Chinas advertising industry started late, advertising, want to have a qualitative leap, only from the advertising creative, plot and content, artistic expression, and ignore the elements of music is not perfect, only parts, can be promoted in the whole. Keywords：effect of advertising；Advertising Music；influencing factors 引 言 1 一、电视广告中的音乐要素 1 （一）电视广告音乐的来源与发展 1 1.广告与音乐具有深厚的历史渊源 2 2.电视广告的普及 2 3.电视广告音乐的现状 3 （二）电视广告音乐要素的类型 4 1.根据表现形式，电视广告音乐可分为抒情音乐、描绘音乐、气氛音乐等 4 2.从音乐的来源上分类，可分为“取材原有音乐”和“专门为商品创作的音乐” 5 二、电视广告中音乐要素的特征 5 （一）独特风格 5 （二）简单易懂 6 （三）形式丰富 6 （四）节奏适度 7 三、音乐要素对广告效果的影响 7 （一）对受众情感的影