摘要
广告传播中，音乐作为重要的情感表达媒介，在塑造品牌形象、传递信息和引发受众共鸣方面具有不可替代的作用。本研究旨在探讨广告中音乐与情感共鸣之间的关系及其对消费者行为的影响，以期为广告创意设计提供理论支持。研究采用实验法与问卷调查相结合的方式，选取不同类型的广告音乐作为刺激材料，通过测量受众的情感反应和记忆效果，分析音乐特性与情感共鸣的关联机制。结果表明，广告音乐的节奏、旋律和歌词等元素能够显著影响受众的情感体验，并进一步作用于品牌认知和购买意愿。此外，研究发现音乐风格与产品属性的匹配度是决定情感共鸣强度的关键因素之一。本研究创新性地引入情感共鸣的多维度测量模型，揭示了音乐在广告传播中的深层次心理机制，为广告实践提供了更具操作性的指导框架。主要贡献在于深化了对广告音乐功能的理解，同时为优化广告创意策略提供了科学依据。
关键词：广告音乐；情感共鸣；消费者行为；音乐特性；品牌认知
Abstract
In advertising communication, music serves as a crucial medium for emotional ex pression and plays an irreplaceable role in shaping brand images, delivering messages, and evoking audience resonance. This study aims to explore the relationship between music and emotional resonance in advertisements and its impact on consumer behavior, thereby providing theoretical support for advertising creative design. By employing a combination of experimental methods and questionnaire surveys, this research selects different types of advertising music as stimuli materials and measures the audience's emotional responses and memory effects to analyze the association mechanism between musical characteristics and emotional resonance. The results indicate that elements of advertising music, such as rhythm, melody, and lyrics, can significantly influence the audience's emotional experiences and further affect brand cognition and purchase intention. Moreover, the study finds that the match between music style and product attributes is one of the key factors determining the intensity of emotional resonance. Innovatively, this research introduces a multi-dimensional measurement model of emotional resonance, revealing the deep psychological mechanisms of music in advertising communication and offering a more operational guidance fr amework for advertising practice. The primary contributions lie in deepening the understanding of the functions of advertising music and providing a scientific basis for optimizing advertising creative strategies.
Keywords：Advertising Music; Emotional Resonance; Consumer Behavior; Musical Characteristics; Brand Recognition
目 录
摘要 I
Abstract II
一、绪论 1
(一) 广告音乐与情感共鸣的研究背景 1
(二) 研究广告音乐与情感共鸣的意义 1
(三) 国内外研究现状分析 1
(四) 本文研究方法与创新点 2
二、广告音乐的情感表达机制 2
(一) 音乐在广告中的功能定位 2
(二) 情感共鸣的形成过程 3
(三) 不同类型音乐对情感的影响 3
三、广告中音乐与受众情感的互动关系 4
(一) 受众对广告音乐的认知特点 4
(二) 音乐如何激发受众情感共鸣 4
(三) 文化背景对音乐情感表达的作用 5
四、广告音乐设计与情感共鸣优化策略 5
(一) 音乐选择与广告主题匹配分析 5
(二) 情感共鸣的设计原则与实践方法 6
(三) 提升广告音乐效果的具体路径 7
结 论 8
参考文献 9
