| Summary: | 碩士 === 東吳大學 === 音樂學系 === 96 === Abstract
The meaning of the advertisement is to spread out an idea through the mass media, while the music of the advertisement is just to express the characters via the certain melody, so the purpose of playing music in it is to leave an impression for the crowd to think of the specialty of the certain product. For the persons who make the music for the advertisement, therefore, the point is to have the message more easily to be received so that the consumers can get deeper impression. After listening to the music over and over, the melodies for the audience will be transferred to a concrete figure in their memories, and the music of the advertisement, then, successfully build up the image of the products.
There were three aspects of the studies on the music of the advertisement: the influence on the advertisement by playing music in it, the impact on the advertisement by the change of the music structure, and the issue of the consistence between the music and the advertisement. All the studies used the entity analysis technique, and referred the information from the statistics of the questionnaires. In the thesis, though, besides the statistic analysis, there are the studies on the connection of the music elements and the attribution of the advertisement; further, the examples of piano music in the advertisement are taken to study on three areas: what kinds of products are suitable for playing piano to be the background music, whether the ideas of the music precisely pass on the message of the advertisement, and how the style of the advertisement and the music work together.
During the process of the studies, more than fifty-one hundred television advertisement were watched, and there are seventy-eight ones among them dubbed the piano music. After picking the distinct ones, there were fifty-four melodies transcribed, and were classified into eleven categories by the ways of making the advertisement to analysis the piano music of it. This study concludes that piano incidental music fit all kinds of products, and on the other hand, it collated the contents of the advertisement and the music to offer the context of the contemporary advertisement music.
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