A good jingle lasts forever in your mind. Think about it, there are many jingles that you heard when you were a kid and can still remember even though you might not have heard it since then. But the art of the jingle itself, will it last forever? Does it have a shelf life? Will it survive in the modern age and beyond?
The answer is yes, of course.
From time to time, one can hear rumours and suggestions that the jingle is not once what it was, or that advertisers are moving to other mediums, such as liscenced songs by a popular artist. It’s true, many new mediums of advertising and promotion arise constantly, in the modern, digital age. But to understand the role jingles play in the bigger, you need to answer this basic question…
What is a jingle?
“a short slogan, verse, or tune designed to be easily remembered, esp. as used in advertising”
I would elaborate on this and say that a jingle is really a combination of 3 things:
2. Brand (or product)
As humans, we are emotionally wired to relate to music. Music is becoming more and more accessible. We listen to music through headphones whenever it is convenient to us. Music is on our phones, our TVs, our computers, the internet, even our CD players! We love music and we always will. Music is constantly evolving and growing in scope, but this just presents more ways to listen to and produce it. It’s hard to imagine music dying out.
Branding is becoming more and more important in the competitive advertising space. There are more and more businesses, websites and advertising messages than ever and a business these days lives and dies by its ability to stand out from the rest and gain that identifiable unique edge. Brand is identity and so long as there are brands and products, there will be a need to advertise and establish identity.
For a jingle to stay alive, it’s needs to have a place to live. It needs a place to be heard. 30 years ago, radio and TV were really the only 2 mediums by which a jingle could be heard. Now, thanks to the internet and mobile technology, there are countless ways in which a jingle can be used effectively in an advertisement. Its uses are only limited to the creative powers of those in charge of its placement. As for the traditional TV and radio mediums, they are as strong and relevant as ever, with more and more stations and channels becoming available to an increasing number of people.
It is hard to imagine a time when music, brand and placement will not be a thriving force in our day to day lives. Jingles may take on different forms and styles but there will always be great brands worth promoting. There will always be great place to do it. And music will always be a great way to bring the message to life.