Wandering On The Edge Of Art And Commerce:A Research Of The Communication And Influence Of Music In Commercials

Music is an important part in modern advertisements and can influence the effect of the advertisements in some extent. With the emergence of various new medium (such as rich media, streaming media, digital broadcasting technology, etc.), the communication of music in commercials has changed and presents some new features. Based on the study of advertising communication and music communication, I found the intersection of themadvertising music, and would explore the status and features of advertising music in the old and new media and through quantitative experiments to explore its impact on consumers. This paper consists of seven parts:Chapter 1 introduces the background of this study, the significance and research methods. This part also includes the literature review, which introduce the research status of both music communication and ads communication. All of these will provide a reference to the following research. Chapter 2 is mainly discussing the concept of music communication, advertising communication and the communication of advertising music. Chapter 3 combs the current medium and analyzes their impact on the communication of advertising music. Chapter 4 summarizes the current performance and features of music communication in ads. Chapter 5 explores the aesthetic impact of music communication in ads through network questionnaires and discusses the result. Chapter 6 discusses the strategies to improve the communication of music in ads from three aspects of art, humanity and ethic. Chapter 7 concludes the paper and points out the possible research directions.