World Library  
Flag as Inappropriate
Email this Article

Jingle

Article Id: WHEBN0000932059
Reproduction Date:

Title: Jingle  
Author: World Heritage Encyclopedia
Language: English
Subject: Sound trademark, David Lucas (composer), Honeycomb (cereal), BBC Sessions (The Who album), The Who Sell Out
Collection: Advertising Slogans, Jingles, Song Forms
Publisher: World Heritage Encyclopedia
Publication
Date:
 

Jingle

A jingle is a short song or tune used in advertising and for other commercial uses. The jingle contains one or more hooks and meaning that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Ad buyers use jingles in radio and television commercials; they can also be used in non-advertising contexts to establish or maintain a brand image. Jingles are a form of sound branding. Many jingles are also created using snippets of popular songs, in which lyrics are modified to appropriately advertise the product or service.

Contents

  • History 1
  • Alternative jingles 2
  • Radio jingles 3
  • See also 4
  • References 5

History

The jingle had no definitive status: its infiltration of the radio was more of an evolutionary process than a sudden innovation. Product advertisements with a musical tilt can be traced back to 1923,[1] around the same time commercial radio began in the United States. If one entity has the best claim to the first jingle it is General Mills, who aired the world's first singing commercial. The seminal radio bite, entitled "Have You Tried Wheaties?", was first sung over the air on Christmas Eve of 1926 in the Minneapolis–St. Paul radio market.[2] It featured four male singers, who were eventually christened "The Wheaties Quartet", singing the following lines:

Have you tried Wheaties?
They're whole wheat with all of the bran.
Won't you try Wheaties?
For wheat is the best food of man.
They're crispy and crunchy
The whole year through,
The kiddies never tire of them
and neither will you.
So just try Wheaties,
The best breakfast food in the land.

The Wheaties advertisement, with its lyrical hooks, was seen by its owners as extremely successful. According to one account, General Mills 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, of the 53,000 cases of Wheaties breakfast cereal sold, 30,000 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.[2] 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, dominant broadcasting chain, was trying to maintain at the time.[1] 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 of the 1950s. The jingle was used in the advertising of branded products such as breakfast cereals, candy, snacks, soda pop, tobacco, and beer. Various franchises and products aimed at the consumers' self-image, such as automobiles, personal hygiene products (including deodorants, mouthwash, shampoo, and toothpaste), and household cleaning products, especially detergent, also used jingles.

Alternative jingles

Jingles can also be used for parody purposes, popularized in Top 40/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's Fourscore or BBC One's 'Circle' idents.[3]

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. by The elements will 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 [4]

See also

References

  1. ^ a b MWOTRC: Metro Washington Old Time Radio Club
  2. ^ a b General Mills history of innovation Radio and TV (archived link, 15 February 2010)
  3. ^ Audio Identities at imagedissectors.com, URL accessed September 3, 2010
  4. ^ In house jingle production at talkingnewspaper.org.uk, URL accessed August 20, 2015
This article was sourced from Creative Commons Attribution-ShareAlike License; additional terms may apply. World Heritage Encyclopedia content is assembled from numerous content providers, Open Access Publishing, and in compliance with The Fair Access to Science and Technology Research Act (FASTR), Wikimedia Foundation, Inc., Public Library of Science, The Encyclopedia of Life, Open Book Publishers (OBP), PubMed, U.S. National Library of Medicine, National Center for Biotechnology Information, U.S. National Library of Medicine, National Institutes of Health (NIH), U.S. Department of Health & Human Services, and USA.gov, which sources content from all federal, state, local, tribal, and territorial government publication portals (.gov, .mil, .edu). Funding for USA.gov and content contributors is made possible from the U.S. Congress, E-Government Act of 2002.
 
Crowd sourced content that is contributed to World Heritage Encyclopedia is peer reviewed and edited by our editorial staff to ensure quality scholarly research articles.
 
By using this site, you agree to the Terms of Use and Privacy Policy. World Heritage Encyclopedia™ is a registered trademark of the World Public Library Association, a non-profit organization.
 


Copyright © World Library Foundation. All rights reserved. eBooks from Project Gutenberg are sponsored by the World Library Foundation,
a 501c(4) Member's Support Non-Profit Organization, and is NOT affiliated with any governmental agency or department.