音乐,对广告来说可谓如影随形,无所不在。但是,充斥在所有电子媒体里的广告,其音乐给人留下深刻印象的却少之又少。何以如此?症结所在,是人们对音乐在广告中的意义、功能认识有偏差。有人认为,广告的主要目的是销售产品,音乐不过是广告的陪衬,不能喧宾夺主。其实,广告音乐“陪衬”论大谬不然。笔者认为,音乐之于广告,不 Music, the ads can be described as arbitrary, ubiquitous. However, the ads that populate all the electronic media have very little impact on their music. Why so? Crux of the problem is that people in the music of the significance of the function, understanding of the deviations. Some people think that the main purpose of advertising is to sell products, but music is the foil of advertising, can not be overwhelming. In fact, advertising music “foil” theory is wrong. The author believes that music in advertising, no