论广告音乐的创作类型与创作特征

On the Creation Type and Feature of Advertisement Music

广告音乐是音乐艺术的一个分支,属于音乐的范畴,但与纯粹的音乐艺术相比又有自身鲜明的特点。广告音乐具有较强的商业性质,它是为商品宣传、广告主题、广告创意服务的,因此在创作类型、创作特征、表现手法上不仅必须兼顾音乐表现的要素,更要考虑到商品宣传、广告表现的需要。广告音乐的创作可以分为原创和改编经典音乐两种类型,它在创作上体现出旋律简短流畅、音乐形象鲜明、针对性强、表现多样化以及结构灵活等特征。

Even though advertisement music is a branch and a part of music art, it enjoys distinctive features comparing with pure music. Serving commodity publicity, ad theme and ad invention, it possesses comparatively strong business nature. There- fore, in terms of creation type, feature and expression technique, it must give consideration to not only music element, but also requirements of commodity publicity and ad expression. The creation of ad music could be divided into two types--original music or adaptation of classical music. Its distinctive creation features include simple and smooth melody, vivid music image, targeted, diversified expression, flexible structure, etc.