In this month’s newsletter, I talk about jingles - those little tunes composed specifically to sell products on TV. Jingles are all but are dead now, you hardly ever hear one. This article examines why. Was there a selling power that jingles had that today’s commercials lack?
Excerpt…
There was a time when TV advertisers packaged their marketing messages within the lyrics and melodies of songs written specifically for ad campaigns. The songs came to be known as jingles because they were catchy, singable tunes. Today, this form of advertising has essentially disappeared from American commercials.
Advertisers now are more sophisticated. The jingle is seen as a corny, throwback to a time when viewers would accept a sing-songy tune written about a product.
These days advertisers seek to position their product within the “lifestyle” of their target market. The task is to create an ad campaign that reflects this lifestyle. Commercials today often don’t even mention the product, you just see happy people using it, hopefully dressed the way you do. The implication is; they use it - you should use it too.
ad campaign, commercials, jingles, target market, tv advertisers, tv jingles