Television Advertising Music On The Impact Of Brand Communication

From crying wares in ancient age to complete corporation audio identity systems in modern time, commercial music has its strong function impressive during the process of brand communication. Combined with visual effect, TVC bgm(background music) forms media to a high integrated, even more affecting and more penetrable sensory perception platform, which emits incessant vitality into advertising industry. On the other hand, higher requirements for TVC bgm become a new challenge. TVC bgm is one of indispensible creative elements in advertising because it displays a specific art which has multiple functions and diversified formations. The effect of TVC bgm to brand communication can be witnessed on many of aspects: constructing target commercial environment, enhancing appeal of brand sensibility, deepening visual effect of content, strengthening narrativity of commercial, building authentic image for brand symbol, adding brand extra value, etc. There are four factors in music: melody, rhythm, harmonic and tone. All of them are able to impact on brand attitude.The essay defines the essential of TVC bgm, classifies the functions and characteristics, summarizes the effect on brand communication made by TVC bgm through the analysis of audience and TVC bgm. Concerning the difference of music audience, audience involvement and audience resonance, the essay analyzes the diversity of audience's reaction and dimension of acceptance when they are listening; seeks the relationship between all sorts of music factors and brand communication; approves that TVC bgm plays a key role whatever in brand perception, brand experiencing, brand sensibility or brand pattern development.According to the analysis of TV commercial in almost top100 consumer's ideal brands, the essay concludes the disciplinarian and trend of TVC bgm as follows: the melody of brand image commercial leans to pop music, which also matches up with brand orientation; the sensibility appeal of commercial is usually delightful and comfortable, which also matches up with brand appeal; theme music has a better communication effect to build an"audio brand".The problem is that homogeneity and imitation exist in TVC bgm using. Nor is that all, promulgators lack of copyright protection, which needs more efforts. Consequently , the research of TVC bgm in brand communication can assist corporation to implement audio factors effectively, in order to tighten the relation between consumers and audio brand, build a better way for brand shaping development.