分析音乐要素在电视广告中的特点及其影响论文.docVIP

PAGE 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 指导教师： 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 PAGE II 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、影响大等等，且它是结合视觉与听觉效果为一体的。正因为这些特性企业喜欢把广告运用在电视上，大大推动电视广告的传播，从而提高广告效果，但面对广告业的竞争与国家对广告时间、内容等规定的压力下，企业要如何才能顶住高昂的费用，在最短的时间内作出最有效的广告呢？对广告效果的影响主要有：受众的影响、品牌的影响，传播方面的影响。而音乐在受众、品牌、传播方面也产生了直接或间接的影响，所以要提高广告效果，音乐是不可忽视的一个要素。所以主要从这三方面阐述音乐要素如何对广告效果的影响。改变人们对音乐在广告中处于配角的看法，我国广告行业起步晚，广告想要有一次质的飞跃，只从广告创意、情节内容、艺术表达方式改善，而忽视音乐要素是不行的，只有完善各个部分，才能在整体上得到提升。 关键词：广告效果；广告音乐；影响因素 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. Key