Aesthetic Research On The Image And Music In TV Ads

Modern television advertisement is not the simple and traditional way of selling products any more. In contrast, it has become a new medium for audio-visual communication. Although its disadvantages have been revealed, e.g., its broadcast time has to be limited within a short interval, the producing process is complicated and expensive and it might be affected by some external factors, it can still appropriately create the characters for the companies by using the audio-visual elements and its special means of expression and communication. Besides, television advertising substantially influences people's lifestyles and has become an irreplaceable power for improving current commodity economy. A variety of the aesthetic expressions are included in the television advertisement, which are accepted and absorbed by the audiences through their esthetic feelings. Additionally, the music contained in it can also inspire the audiences'the imagination by the melody and rhythm. Therefore, television advertisement is an excellent integration of the images and music, and both of them are indispensable. The interplay and compatibility between them indicate the dialectic relationship, where the advertisement can incorporate the elements of diverse nature. In particular, through the heterogeneous isomorphism between the music and images, the audiences can be illuminated to the consistency of their aesthetic perception. Hence, a successful television advertisement will present a high significance in aesthetics. In the future development of television advertising, aside from the improvement of the techniques, its aesthetic value and communication function are required to be promoted by taking advantage of the rhythmicity of audio-visual art and the feature of the visual identity system.