Jingle
A
jingle is a memorable
slogan, set to an engaging
melody, mainly
broadcast on
radio and sometimes on
television commercials. An effective jingle is constructed to stay in one's
memory (colloquially, "ringing a bell"). People often
nostalgically remember a jingle
decades later, even after the advertised
brand has ceased to exist. Nowadays the most common form of a jingle is a
radio station's on air musical or spoken
identity.
The jingle was used on radio from the beginning, and the art of jingle-writing was well-honed by the time television became widely available. The
golden age of the advertising jingle was during the
US 1950s economic boom. The jingle was used in the
advertising of branded products such as
breakfast cereals,
candy and
snacks (including
soda pop) and other
processed foods,
tobacco and
alcoholic beverages, as well as various
franchises and products that might reflect personal image such as
automobiles, personal hygiene products (including
deodorants,
mouthwash, and
toothpaste) and
household cleaning products, especially
detergent.
Today, with the ever-increasing cost of licensing preexisting music, a growing number of businesses are rediscovering the custom jingle as a more affordable option for their advertising. This is an incomplete jingle list, currently in use or abandoned:
*
Burger King - "Have it your way"
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Campbell's Soup - "M'm! M'm! Good!"
*
Folgers - "The best part of waking up is Folgers in your cup!"
*
Kit-Kat - "Gimme a break, gimme a break, break me off a piece of that Kit-Kat Bar!"
*
Klondike Bar - "Oh, what would you do for a Klondike Bar?"
*
Maybelline - "Maybe she's born with it. Maybe it's Maybelline."
*
Mazda - "Zoom, zoom"
*
McDonald's - "
Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun." and "I'm lovin' it" (see
McDonald's TV campaigns and slogans)
*
Oscar Mayer - "My bologna has a first name, it's O-S-C-A-R, my bologna has a second name, it's M-A-Y-E-R. I love to eat it every day, and if you ask me why I'll say, 'Cause Oscar Mayer has a way with B-O-L-O-G-N-A!"
*
Rice Krispies - "Snap! Crackle! Pop!"
*
The Jingle Isn't Forgotten Metropolitan News-Enterprise
