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宣 ・6
17・

浅 析 音 乐 在 广 告 传 播 中效 果影 响
陈 实

四川 省社 会 科 学 院 新 闻传 播 学 所 四川 成 都 6 0 7 ) 10 1
摘 要 :本 文拟 证 明 背景 音 乐对 电视 广 告 具 体 影 响 提 出 了观 众 对 广 告 的 消极 态度 、音 乐在 广 告 中的 必要 性 和对 广 告 的 记 忆 度 三 个 假设
通 过 问 卷调 查 的形 式对 结 果 研 究 ,得 出广 告 策 划 者 应 恰 当选 择 广 告 音 乐提 高受 众 对 产 品认 知度 的 结论 。

关键词 :音 乐;广告 ;效果分析
中 图分 类 号 :J2 .3
54

文 献 标 识 码 :A

苹果公 司近期为它的 3个新 产品投放了一 系列 电视广告 ,其 中的广
告歌虽是 由3个 不 出名 的乐 团 演唱 ,却 非常好 听 。美 国市 场研 究 中心
C m ee o p t捕捉 了从 2 0
07年 8月到 2 0
0 8年 1月 ,5个 月时间 ,搜索 引擎关
于这 3支广告歌 的关键字 ,加起 来共有 10万 次以上 的搜索 。

事实 上 , 许 多脍炙人 口的广告歌经 过传 唱 ,已经成为流行音乐 中不 可缺少 的一部
分 ,所宣传 的产 品也 随之深入人心 ,消费者潜意识 中已将 品牌形象 和音
乐 紧密联 系在一起 。然 而 ,随着 市场经济 的发展 ,企业投入 于电视广告
中的费用越来越 多 ,单位 时间中播放 的广告数量越来越 多 ,这使 电视观
众不得不接触越来越多 的广告 。所 以我们不得不思考几个 问题 ,电视广
告对观众真 的起 到了一定 的传播效果吗?受众会有厌倦心理 吗?而受众
对广告音乐 的感知认识是否敏感? 关于背景音乐效果分析的文献综述





、什 么是 背景 音 乐

对于背景音乐 ( akru d Mui) 的界定 ,P r
B cgon s c ak和 Y u g等认 为 on 和歌词的存在与否无关 ,只要是为了渲染气氛而使用的音乐都可 以认为
是广告背景音乐 。 ag和 S agn eg根据是 否现场表 演和歌词 的有无 Y n p nebr
等因素分 为前 景音乐 ( oerud Mui)和背 景音 乐。
Frgo n s c 另外 ,C ee hbt 和 M f 等认为为渲 染广 告气 氛而使 用没 有歌 词 的音乐 才算 作 背景 音 on i
乐。
但根据查 阅文献 ,我还是认为背景音乐 基于 P r Yon ak和 u g等观点 , 即无论有无歌词 ,凡是为了渲染气氛而使用的音乐都 统称背景音乐 ,主
要分为伴奏乐和广告歌曲 ( M Sn )两种类 型。
C og 2 音 乐 对 广 告 效 果 的 影 响


( )音乐的情绪效果

从情绪 反应理论方 面来 看 ,音乐 是与心 情 ( o mod)和情 绪 ( mo e — t n 同时相关 的。MalnsadP r 19 )将音乐 引发的情绪反应分 i) o cni n ak(9 1 为积极 的 ( o t e psi )情绪 反应 ( 括高兴 ,幸福 ,兴 奋 ,感 动 ,舒适 iv 包
等)和消极 的 ( ear )情绪反应 ( ngt e i 包括悲伤 ,焦躁 ,厌烦等)两种 。 Hanad H a g ( 9 9 通 过 因 子 分 析 提 出 了 “令 人 乐 观 的 ( p h n w n 19 ) u— ba) 、“ et ” 消极 ( eai ) ngt e ”, “ v 温暖 的 ( a l ” 等三 种音乐所 引发 的
W l1
T)
情绪反应 。 ( )音乐的信息记忆效果

音乐本身 的属性 如速度 和节奏 ,熟悉程度 ,合适程度等都 会直接影
响信息记忆 。HanadH ag认为音乐速度与节奏同记忆间存在着 倒 u h n w n 字型关系 ,即节奏和速度太快或太慢的音乐都不能最好地促进 消费者对

广告信息 的记忆 。部分学者认为与不太熟悉的音乐相 比,消费 者比较熟
悉的音乐对记忆和理解广告信息更为有效。H n 1 8 u t( 98)的实证研 究结
果表 明:使用音乐 的广告 比没有使用 音乐 的广 告更容易 被消费 者记忆 、 理 解 和 回想 。 ( ) 音 乐 的 态 度效 果

音乐可 以通过情绪反应这个媒介来影响消费者对广告 的态 度 ,也可
以直接影响广告态度 。Malnsn ak (9 1 cn i dP a r
19 )的研究发现 了音乐与广
告信息的合适程度对广告效果有直接的影响。另一方 面 ,关于音乐 和品

牌态度问的关系 ,大部分研究都认为音乐通过广告态度和信息记忆 这两
个媒介对品牌态度产生间接的影响 。 二 、音乐对电视广告的影响效果分析
1、 理 论 假 设

( )消费者对 电视广告的消极抵抗态度

面对大量的广告 ,而电视广告 的受众 常常会觉得厌 烦。每到广告 出 现时 ,许多人立刻转换频道 ,美国广告界称这种现象 “ A PN G 。因
Z PI ”
此 ,首先假设消费者对电视广告具有明显的消极 抵抗 态度。 ( )背景音乐在 电视广告 中的必要性

从心理学的角度来说 ,一种感觉引起另一种感觉 的心理活动被 称为
联觉 ,它是人的感觉的相互沟通 。 广告 中联觉 的运用能够 在有 限的时

万方数据

文 章 编 号 :1 0
0 6—0 6 ( 0 2)0
2X 21
1—0 0
0 0—0

间 里 充 分 调 动 观 众 的 各 种感 觉 器 官 ,扩展 画 面 内容 ,强 化 视 觉 冲 击 。 音

乐与音响具有高度的概括性 ,是广告 中不可缺少的声音元素 ,有 时甚 至
是唯一的声音元 素 ,在烘托背景 、勾勒意境上起着重要 的作用 。由此 可
见 ,音 乐 必然 成 为广 告 中不 可 或 缺 的组 成 部 分 。 ( )背景音乐与广告的记忆度关 系

人 的记 忆 中存 在 着 大 量 的 内隐 知 识 和 经 验 ,广 告 可 以 将 无 意 识 记 忆
的内容 调动起来 ,产生更多 的联想感受 ,加深消费者对广告品牌 的理解
和偏 好 ,它 的核 心 是 启 动 线 索 和 启 动 环 境 。 为 了 激 活 消 费 者 大 脑 中长 期
储存 的表象 ,广告创意应该确定启动线索 ,使消费者无意识记忆 。 2
、调 研 设 计

调研时间为 2 1
0 1年 7月 2 2
5~ 9日每 日傍晚 ,调查对象为年龄介于
1 8
8~ O岁问的成都市 区居 民,地点在成都浣花溪公 园内 ,共进行 了 10

份 问卷调查 ,获得有效 问卷 8
1份 ,然后对 调研结果研 究。问卷 内容共
分两个板块 ,分别涉及市民收看电视广告及对 广告背景音 乐感知的行为
基本特征 ,对南方黑芝麻糊 、孔府家酒 、百事 可乐这三个 广告的记忆特
征分析 ,一般被调查者 自己有明确的选择 。 3、结 果 分 析

( )消费者收看 电视广告的行为

在 被 调 查 的 8 位 消 费 者 中 ,8 % 会 收 看 电 视 广 告 。广 告 时 间 转 台


情况 ,有 4 % 的人转 台,有 4 % 的消 费者依 据广 告而决 定是 否转 台 ,

2 不转台的人仅有 9
%。由此 可以证实 本文 的理 论假设 1
,即消费者对 广
告 具有很 强的抵 抗心理 ,转 台 和根据广 告而决 定是 否转 台 的人 共 占了
9 % ,这个结果是非常显著的 。然而 ,当问及有吸引力的广告 的收看情

况 时 ,8 % 的被 调 查 者 回答 会 收 看 广 告 。


( )背景音乐对广告的影响

这个 问题 可 通 过 两 个 方 面 来 验 证 。首 先 很 多 消 费 者 会 由于 广 告 的插
播 而转 台 ,那么在转 台过程 中,广告音乐会对消费者是否愿意收看广告
有一定影 响,因此询 问 “
是否会因为一则广告的音乐 吸引人而收看该广
告 ” 的 数 据 表 明 ,6 .6 的人 回答 “ ”, 即会 因 为 一 则 广 告 的 音 乐
5 %

吸引人而收看广告 。另外 ,消费者在收看广告时 ,是否会 注意广告 的背
景 音 乐 呢 ?背 景 音 乐 对 广 告 的 产 品 是 否 有 影 响 呢 ? 6 % 的 被 调 查 者 认

为 ,没有音乐 的广告是不完整的 ;另外 ,5 %的被调查者 承认会 因广告

音乐而注意广告 的产品信息。 ( )记忆效果 的分析南方黑芝麻糊 :在被调 查者 中,有 6 .8

9 %的
人记得很久 以前播 出的南方黑芝麻糊 的广告 ,而其 中能 回忆起该 广告音
乐的人有 4 .6 。可见 ,南方黑芝麻糊 的广 告在消 费者的记忆 中还有
4 %
比较深 的印象 。更值得关注的是 ,有 2 %的消费者曾经购买过南方黑
.2
芝麻糊 ,其 中3 .9
5 %的人 在购买过程 中能想起该 广告音乐 。这也 说明
该广告音乐的使用效果非常好。

孔府家酒 :在调查 中 ,有 4 .1
9 %的消 费者记得孑 府家酒 的广 告音

乐—— 《 京人在纽约》 的主题曲 《

千万 次的问》
,其 中因为喜爱 其广
告 歌 曲 而 记 住该 广 告 的人 占 4 .2 。可 见 ,孔 府 家 酒 的广 告 歌 曲 为该
4 %
广告增色 不 少 。百 事 可 乐 :百 事 可 乐 的广 告 几 乎 人 人 都 看 过 ,有
8 . %。对它广告 的评价是这样 的:有 3 .3 的人认为音乐配合得好 ,
55
2 % 另 有 2 .7 的人 认 为 广 告 歌 曲好 听 。
4 % 三 、 结 语
虽然 经验 和数据都说 明了观众对于 电视广告的抵 触心理 ,但是一个
好 的广告还是可 以留住观众 的注意力的 。对于背景音 乐 ,已经成为 电视
广告中不可或缺的一部分 。在 为一个广告挑选背景音乐之前 ,策划者应
考虑选择恰 当的背景音乐 ,背景音乐不仅为电视广告营造了一个 良好 的
意境或氛围 ,恰 当使用背 景音乐可 以引发消费者对电视广告的关注 ,还
可以增进 对视觉 内容、广告乃至 品牌 的记忆。 ( 转 第 16页 )



16.文 史研 究

文中 “
以文明道” 之作基本 编选人 内,但像 “
不平则 鸣” 的代表 之作

康熙年 间,程朱理学所传盛广。出生传统儒学世家的张伯行亦 深受


送孟东野序》 则未入选 。再如有一些 “
鸣不平 ” 意味的作 品 ,如 《


程朱理学 的影 响。程朱理学是儒家学说发展 的极端 ,在文学上 的表现是

穷文》 毛颖 传》 柳 子厚墓志铭》 等亦未人选 。韩愈 的文章 中多应
、《
、《

淡化文学的艺术性 , 张文以传道 。在这 种极端 的道学思想 的控制下 ,


用体 ,如与友人 书信往来 、上表 、祭文碑志等。不 同与他人之作 ,韩愈

张伯行所编的韩文 自然会 以传达儒学和道统的作品为主。

的应用文往往融 入一定地艺术性 ,并以情感人 ,
把循循善诱 的说理与娓


.社会背景 ,受当时教 育制度 的驱 动。明清教 育,特别是 启蒙教

娓而谈相渗透 ,使 得文章理 中带情 ,亦极具儒家温柔 敦厚之 旨。如其被

育 ,基本上是以举业为中心的教育 。“
以古文为时文”
,就表现出有裨举

编入 《
文钞》 中的 《 于襄 阳书》 这封普通 的求荐信 ,韩愈并 不是 简


业是八大家选本在明清教 育中的核心功能 ,也是其文学教育作用得 以发

单 的请求被引荐 ,而是 从引荐者 与被引荐者相辅相成来谈 的。其文说 理

挥 的有效 中介 。因此八大家选 本在衍生过程 中的读本化是与这一角 色相

练达 ,言辞情深 ,足以让 人信 服。故吴楚材 等称此 书 “
通篇措词立 意 ,

适配 的必然结果 。固张伯行提 出, “
巧言丽辞 以为工者 ,非大 家也 ;钩

不 亢 不 卑 ,文 情 绝 妙 ”


章 棘句 以为奥者 ,非 大家也 ;取青妃 白 、骈 四俪六 以为华 者,非大 家

综上所述 ,张伯行在 选编 时 ,带有 一定 的个人 文学 理念 和审美倾

也;
繁称远引 、搜奇抉怪 以为博 者,非大家也 。 1他 眼里真正 的大家
”l

向 。他 的 主要 文 学 理 念 表 现在 重 道 、文 为道 辅 ,并 主 张 文 气 应 有 温 柔 敦

应该是 ,“
六经 四子而下 ,惟有周 、程 、张、朱五夫 子之 书可 以上 接尧

厚之风。他 的文学思想是对传统的儒家文论 的继承 ,体现一 定的儒家文

舜 、禹 、汤、文 、武 、周公 、孔 、曾、思 、孟之 心传 ,兼立德 、立言 、

论 思想 。

立功 ,以不朽 于万世者 ,夫 岂唐宋文人之所及也 哉? 1 晚明人看来
” 2在
极具程朱理学 思想 的茅钞本在张伯行的眼里看来还觉 得不 够正统 。在这

不同的文学理念是推动 文学发展繁 荣的重要原 因 ,
。倘若没有 不 同

种极端道学思想 的支 配下 ,张伯行所编的文选 就与此前 的八 大家选本大

的欣赏角度 ,清朝就不会 出现如此之多的八 大家文选 。前文通过 《
唐宋

异其趣。茅钞本 认为曾巩的成就最小 ,欧阳修的成就 最大。据万历七年

八大家文钞》 中对韩文编选所表现出的特 点而探析 出张伯行本人 的文学

初刻本所收的八大家篇数可知 ,曾文倒数第二 ,不足总篇 数的 7 ,欧


思想观念 ,而张伯行 的文学思想理念亦是与个体所处的时代背景 、人生

阳文最多 ,超出了总篇 数的2 %。而张伯行则完全背道而驰 :张选共 收


境 遇 、所 受 的 思 想教 育 息息 相 关 。

2 1篇 ,其 中曾文 18篇 ,占 4 % ,欧阳文 1 ,不 足7



9篇
%。两种选 本


.思想上 ,儒学 “
立言” 和程朱理学 的影 响。张伯行 的思想深受

对 比可 以看出 ,前者在晚明时期 以文学相 尚的历史语境 中,有意 突出八

传统儒家思想的熏陶 ,主张为 文应 该 “
立言 ”
。张 伯远所 选编 选韩 文,

大家选本 的文学性 ; 者在康乾时期 以载道 为主的历史语境 中,有意抵


大约皆为韩愈表达 自己的恢 复道统 ,宣扬儒家思想的作品。如其 在 《


消八大 家选本 的文学性 。

序》 中所言 ,“
夫惟古之圣 贤,本其 德而垂诸肓 ,以为 功于万世 。 张


综上所述 ,通过对张伯行编选韩愈散文所体现 出的选编特 点进行分

伯 远认 为,古代 的圣贤之人 ,把 自己的德行思想写 出言语流传 开来 ,是

析和研究 ,了解到张伯行在深受儒 家思想 和程 朱理学 的思想 的影 响下 ,

有功于千秋万代 。所 以张伯远在选韩文时 ,也有意识地把韩愈宣扬 道统

受当时教 育制度 的驱动 ,选编的 《
唐宋八大家文钞》体现 了重道 ,文为

的 作 品 编人 集 中 。

道辅 ,主张文气应温柔敦厚等文学思想。

( 接 第 17页)





李南.
影视声音艺术 [ ].
M 北京:
中国广播电视出版社 , 0 1: 4
20 1


注 解



{P d广告歌 曲好 听背后的品牌启示》 h p / w w e i h


, t : / w .m d c . t a

参考文献 :



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反对本本 主义》 中阐述的基本观点 。

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万方数据

浅析音乐在广告传播中效果影响
作者:
作者单位:
刊名:
英文刊名:
年,卷(期):

陈实
四川省社会科学院新闻传播学所,四川成都,610071
剑南文学:经典阅读
2012(1)

参考文献(4条)
1.Park C Whan;S M Young Consumer Response to Television Commercials:t he Impact of Involvement and Background
Music on Brand Attitude Formation 1986
2.Yalch R F;E R Spangenberg Effect s of Store Music on Shopping Behavior 1990(02)
3.李南 影视声音艺术 2001
4.杨英新;鲁忠义;姜敏 内隐记忆原理对广告活动的启示 2004(01)

引用本文格式:陈实 浅析音乐在广告传播中效果影响[期刊论文]-剑南文学:经典阅读 2012(1)

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