電視廣告音樂、廣告特性與產品屬性之相關研究

On the Relationship Among Ad Music, Ad Characteristics, and Product Characteristics

本研究乃針對現今黃金時段電視廣告作分析，欲瞭解音樂在廣告中所扮演的角色，研究方法是採用內容分析的方式，探討廣告中音樂與若干廣告特性，包含：廣告訴求、廣告型式、廣告中角色關係、情感類型及表現方式、和廣告故事氣氛的關係；以及音樂與產品使用者、產品類型的關係。本研究發現：廣告中音樂之使用，與上述廣告特性及產品屬性有相關存在。

This study want to investigate the role of music in TV advertising through the content analysis of TV commercials. We examined two kinds of relationship: the relationship between Ad music and Ad characteristies; and the relationship among Ad music, customers, and product characteristies. A significant relationship was found among music, Ad characteristies, and product characteristies.