摘要:随着社会经济的不断发展，广告充斥在我们的周围，已经成为社会的一个重要组成部分，对活跃着市场经济的企业而言，广告的作用是提高产品的品牌价值和知名度，达到扩大市场占有率获得盈利的最终目的。广告创意对广告的信息传递和效果有直接的影响，但广告的信息传递过程受很多因素的影响，音乐是其中很重要的一个要素。研究音乐在广告创意中的积极因素，其对广告信息传递的促进效果，对广告设计和创意有一定的指导意义。本文要探讨的是音乐作为广告创意的富有感染力和表现力的一种表现手段，在广告创意中发挥的作用进行分析和论述，并对如何更加有效地发挥音乐在广告创意中作用的方式进行探讨。

关键字：广告 音乐 广告创意 作用

ABSTRACT:With the continuous development of social economy, advertisement is around us, and it has became an important part of society, for the company who were positive in the market economy, the role of advertisement is to improve the product's brand value and popularity, to expand the market share for the ultimate goal of profit. The creation of advertisement information transmission and have a direct impact on advertisement, but the advertisement information transmission process is affected by many factors, the music is one of important factors. In the positive factors in study music in advertising creative, the promoting effect of advertising information transmission, to advertising design and creativity has certain guiding significance. This article is to explore music as infectious of advertising creative and expressive means a performance, play which important role in advertisement creative is analyzed and discussed, and on how to develop more effectively ways to play music’s role of advertisement creative way are discussed. 

Keywords: advertisement；music；Creation of advertisement；impact