A jingle is a
short song or tune used in
advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
and for other commercial uses. Jingles are a form of
sound branding. A jingle contains one or more
hooks and meaning that explicitly promote the product or service being advertised, usually through the use of one or more advertising
slogans. Ad buyers use jingles in
radio
Radio is the technology of signaling and communicating using radio waves. Radio waves are electromagnetic waves of frequency between 30 hertz (Hz) and 300 gigahertz (GHz). They are generated by an electronic device called a transmit ...
and
television commercials
A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...
; they can also be used in non-advertising contexts to establish or maintain a brand image. Many jingles are also created using
snippets of
popular songs
Popular music is music with wide appeal that is typically distributed to large audiences through the music industry. These forms and styles can be enjoyed and performed by people with little or no musical training.Popular Music. (2015). ''Funk ...
, in which
lyrics
Lyrics are words that make up a song, usually consisting of verses and choruses. The writer of lyrics is a lyricist. The words to an extended musical composition such as an opera are, however, usually known as a "libretto" and their writer, a ...
are modified to appropriately advertise the product or service.
History
The Wheaties advertisement, with its lyrical hooks, was seen by its owners as extremely successful. According to one account,
General Mills
General Mills, Inc., is an American multinational manufacturer and marketer of branded processed consumer foods sold through retail stores. Founded on the banks of the Mississippi River at Saint Anthony Falls in Minneapolis, the company orig ...
had seriously planned to end production of Wheaties in 1929 on the basis of poor sales. Soon after the song "Have you tried Wheaties?" aired in Minnesota, however, sales spiked there. Of the 53,000 cases of Wheaties
breakfast cereal
Cereal, formally termed breakfast cereal (and further categorized as cold cereal or warm cereal), is a traditional breakfast food made from processed cereal grains. It is traditionally eaten as part of breakfast, or a snack food, primarily in ...
sold, 40,000 were sold in the Twin Cities market. After advertising manager Samuel Chester Gale pointed out that this was the only location where "Have You Tried Wheaties?" was being aired at the time, the success of the jingle was accepted by the company.
[General Mills history of innovation Radio and TV](_blank)
(archived link, 15 February 2010) Encouraged by the results of this new method of advertising, General Mills changed its brand strategy. Instead of dropping the cereal, it purchased nationwide commercial time for the advertisement. The resultant climb in sales single-handedly established the "Wheaties" brand nationwide.
After General Mills' success, other companies began to investigate this new method of advertisement. Initially, the jingle circumvented the ban on direct advertising that the
National Broadcasting Company
The National Broadcasting Company (NBC) is an American English-language commercial broadcast television and radio network. The flagship property of the NBC Entertainment division of NBCUniversal, a division of Comcast, its headquarters are l ...
, dominant broadcasting chain, was trying to maintain at the time.
[MWOTRC: Metro Washington Old Time Radio Club](_blank)
/ref> A jingle could get a brand's name embedded in the heads of potential customers even though it did not fit into the definition of "advertisement" accepted in the late 1920s.
The art of the jingle reached its peak around the economic boom
An economic expansion is an increase in the level of economic activity, and of the goods and services available. It is a period of economic growth as measured by a rise in real GDP. The explanation of fluctuations in aggregate economic activity ...
of the 1950s.
The jingle was used in the advertising of branded products such as breakfast cereals, candy
Candy, also called sweets (British English) or lollies (Australian English
Australian English (AusE, AusEng, AuE, AuEng, en-AU) is the set of varieties of the English language native to Australia. It is the country's common language an ...
, snacks
A snack is a small portion of food generally eaten between meals. Snacks come in a variety of forms including packaged snack foods and other processed foods, as well as items made from fresh ingredients at home.
Traditionally, snacks are ...
, soda pop
A soft drink (see § Terminology for other names) is a drink that usually contains water (often carbonated), a sweetener, and a natural and/or artificial flavoring. The sweetener may be a sugar, high-fructose corn syrup, fruit juice, a sugar ...
, tobacco
Tobacco is the common name of several plants in the genus '' Nicotiana'' of the family Solanaceae, and the general term for any product prepared from the cured leaves of these plants. More than 70 species of tobacco are known, but the ...
, and beer
Beer is one of the oldest and the most widely consumed type of alcoholic drink in the world, and the third most popular drink overall after water and tea. It is produced by the brewing and fermentation of starches, mainly derived from ce ...
. Various franchises and products aimed at the consumers' self-image, such as automobile
A car or automobile is a motor vehicle with Wheel, wheels. Most definitions of ''cars'' say that they run primarily on roads, Car seat, seat one to eight people, have four wheels, and mainly transport private transport#Personal transport, pe ...
s, personal hygiene products (including deodorant
A deodorant is a substance applied to the body to prevent or mask body odor due to bacterial breakdown of perspiration or vaginal secretions, for example in the armpits, groin, or feet. A subclass of deodorants, called antiperspirants, prevents s ...
s, mouthwash, shampoo
Shampoo () is a hair care product, typically in the form of a viscous liquid, that is used for cleaning hair. Less commonly, shampoo is available in solid bar format. Shampoo is used by applying it to wet hair, massaging the product into the ...
, and toothpaste
Toothpaste is a paste or gel dentifrice used with a toothbrush to clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene: it is an abrasive that aids in removing dental plaque and food from the teeth, a ...
), and household cleaning products, especially detergent
A detergent is a surfactant or a mixture of surfactants with cleansing properties when in dilute solutions. There are a large variety of detergents, a common family being the alkylbenzene sulfonates, which are soap-like compounds that are more ...
, also used jingles.
Jingle downturn
In August 2016, ''The Atlantic
''The Atlantic'' is an American magazine and multi-platform publisher. It features articles in the fields of politics, foreign affairs, business and the economy, culture and the arts, technology, and science.
It was founded in 1857 in Boston, ...
'' reported that in the United States, the once popular jingle was now being replaced by advertisers with a mixture of older and recent pop music
Pop music is a genre of popular music that originated in its modern form during the mid-1950s in the United States and the United Kingdom. The terms ''popular music'' and ''pop music'' are often used interchangeably, although the former describe ...
to make their commercials memorable. In 1998, there were 153 jingles in a sample of 1,279 national commercials; by 2011, the number of jingles had dropped to eight jingles out of 306 commercials.
Long running jingles
One of the longest running jingles is for McCormick Foods' Aeroplane Jelly
Aeroplane Jelly is a jelly brand in Australia created in 1927 by Bert Appleroth. Appleroth's backyard business, Traders Pty Ltd, became one of Australia's largest family-operated food manufacturers and was sold to McCormick Foods Australia, a ...
. Composed in Australia before 1943, the jingle has been used in advertising well into the 21st century. During the '40s, it made itself famous, or infamous, as it was played more than 100 times a day on some stations.
Another long-running jingle is "Like a Good Neighbor, State Farm is There", which was composed by Barry Manilow
Barry Manilow (born Barry Alan Pincus; June 17, 1943) is an American singer and songwriter with a career that spans seven decades. His hit recordings include "Could It Be Magic", " Somewhere Down the Road", " Mandy", "I Write the Songs", " Can ...
and has been used in one form or another in commercials for State Farm Insurance
State Farm Insurance is a large group of mutual insurance companies throughout the United States with corporate headquarters in Bloomington, Illinois.
Overview
State Farm is the largest property and casualty insurance provider, and the lar ...
since 1971.
Alternative jingles
Jingles can also be used for parody purposes, popularized in Top 40
In the music industry, the Top 40 is the current, 40 most-popular songs in a particular genre. It is the best-selling or most frequently broadcast popular music. Record charts have traditionally consisted of a total of 40 songs. "Top 40" or " con ...
/ CHR radio formats primarily Hot30 Countdown, used primarily for branding reasons.
Television station idents have also introduced their own audio jingles to strengthen their brand identities, for example the melodic motifs of Channel 4
Channel 4 is a British free-to-air public broadcast television network operated by the state-owned enterprise, state-owned Channel Four Television Corporation. It began its transmission on 2 November 1982 and was established to provide a four ...
's Fourscore or BBC One
BBC One is a British free-to-air public broadcast television network owned and operated by the BBC. It is the corporation's flagship network and is known for broadcasting mainstream programming, which includes BBC News television bulletins, p ...
's 'Circle' idents.
Radio jingles
Most often the term "radio jingles" can be used to collectively describe all elements of radio station branding or identification. Accurately the term in the context of radio used to describe only those station branding elements which are musical, or sung. Sung jingles are the most common form of radio station branding otherwise known as imaging. A radio jingle therefore is created in a studio by session singers and includes a musical representation of the radio station name and frequency. Radio stations will sub contract to specialist radio jingle producers who will create the musical sound and melody, along with the recording the session singers. The elements, termed a ''donut'', will then be dispatched to the radio station in various time variations to be edited by local radio producers before being broadcast in between songs, or into and out of commercial breaks. Alternatively, jingles can be made in-house by production staff.
Copyright
When commissioned to write jingles, writers will sometimes create all aspects of the jingle: music, lyrics, performance and recording. In this case, the writer may be paid for these aspects as well as a flat fee. And although the advertiser receives rights free of writer royalty, sometimes the writer will try to retain performance rights. In most cases the writer retains no rights whatsoever. In other cases, advertisers purchase jingles in package deals from producers specializing in jingles. The writers working for these producers receive a salary and do not retain rights. The rights belong to the producer, who may sell them to an advertiser.[Krasilovsky. W: ”This Business of Music”, page 288. Billboard Books, 2000]
See also
* Radio sweeper
* Teaser trailer
References
{{Authority control
Song forms