The debate over the use of Jingles in advertising is as old as music itself. Like many assumptive facts proof is anecdotal. Like many style questions there is digital evaluation aplenty on the issue.
The Atkinson-Shiffren Study of 1968 proposes a structure to human memory and how it retains information. Today it seems self evident because we have created computer “memory” instinctively mimicking this proposed functionality.
Memory is retained in a variety of special areas assigned by a supervisory element (“central executive”) which places the auditory items in containers (files) called phonological stores. Items stored here decay rather quickly. Popular songs are often repeated across decades of public media and their memory is thus refreshed, while other songs which may have been favored at first listening but not constantly on the airwaves, become harder to recall.
There have been various studies about task performance and health. Research on the topic of health and music at Harvard-affiliated Beth Israel Deaconess Medical Center has shown a strong connectivity for recovery from brain damage.
These short evidentiary clips are but a small fraction of the thousands of pages of substantive research. Factually, one element of a jingle’s value to be a brand remembrance is only as valuable as its repetition to be refreshed.
The more subtle issue is why a jingle? It should be the carrier of critical decision making information. Here are some of the most accomplished –
Let Hertz Put You In The Driver’s Seat. A Memorable Melody with salient info about product and service.
The Pause That Refreshes – Coca-Cola’s 1960 counter punch to Pepsi.
See The U S A In A Chevrolet – A Self evident request to purchase a car.
And our own contemporary:
The Heavy Hitters Do It Again, Call One Eight Hundred LAW Ten – Ten. Accomplishment with contact pathway.
Clearly there are many jingles in the marketplace. Rhyming alone or catchy music are only a part of the equation. To be effective they must be repeated often, have simple tune and carry important information regarding purpose or performance.
Anybody can write a rhyme, but a good Jingle is not that easy.
America’s Practice Building Experts