October 8, 2019 |
, Memorable Jingles
, The Barnes Firm
Jingles help companies and organizations develop brand recognition, communicating their message to current and prospective customers. The mission of every jingle is to deliver a memorable, easily recognizable tool that gets stuck in the minds (and hearts) of the targeted audience. The goal of jingles is to become earworms, a musical marketing tool that simply won’t get out of one’s head regardless of the effort to erase them.
Jingles are Catchy, Repetitive & Simple
Some jingles just have a way of getting stuck in your head.
Jingles are written to be catchy, repetitive, rhyming short, simple verses. Why do companies use them?
- Jingles are an element of branding – Just as a brand’s logo or tagline are a way to identify a brand with your eyes and ears, jingles are a uniquely identifiable audio clip that draws on consumers’ hearing senses to identify your brand.
- Jingles are easy to remember – Brand’s logos appeal to our eyes and allow us to identify them on our phones, on a building or billboard, or on a print advertisement, but only jingles have the power to get stuck in your head! Catchy jingles are easy to remember – this means consumers have your brand in their head or the back of your mind – this is a perfect way for consumers to think of you when they need your product!
- Audio builds familiarity and emotional connection – Whether utilizing a catchy jingle or a trending pop song in advertising, they have a ‘built-in familiarity and emotional connection’. Researchers say it’s much easier today to draw on a well-loved song and attach it to your product, transferring the feelings and emotions of the song to the brand.
- Jingles are persuasive – Music has a way of embedding messages in the consumer psyche. The CEO of marketing and media firm fwd./NYC, Shmuli Rosenburg, said, “When words are put to music their meaning is amplified, and they become much more potent and powerful. We teach young children through music and song. Nursery rhymes help children learn to form sentences, and we remember these for a lifetime. Using this tool has contemporary marketing power as it always has and always will.”
All of these factors help contribute to consumers’ decision-making process during the product life cycle. Companies’ mission with their jingle production and advertisements is to stay in the front of consumers minds when they are purchasing a good or service. The nature of jingles’ catchiness, repetitiveness, and simplicity linger in our minds – whether we like it or not, right? Sometimes the most random events can trigger a jingle throwback in your mind from when you were only 10 years old!
Who hasn’t suddenly remembered the jingly memories of childhood commercials from the Big Mac Ingredients to the Oscar Mayer B-O-L-O-G-N-A.?
In fact, there is a psychology behind jingles.
The Psychology of the Earworm
Psychologists and neurologists who study the effects of music on the brain explain studies have shown music effects the brain on an emotional level – thus, music with a strong emotional connection to the listener is harder to forget, right?
It is for this reason that professional marketers often use popular music in advertising as a type of jingle. Just like original jingles, pop music often contain earworms– the easy to remember melody or tone that people will associate with a brand for years to come – similar to your average jingle. Earworms are those tiny, 15- to 30-second pieces of music that you can’t get out of your head no matter how hard you try.
The truth is that psychologists and neurologists don’t know the exact cause of earworms, but suspect it is the melody’s repetition that is at work on neural circuits within the human brain. It may be related to the phonological loop discovered by scientists Graham Hitch and Alan Baddeley over forty years ago. The researchers discovery of the phonological store (the inner ear) which works in conjunction with the articulatory rehearsal system (the inner voice) forms the repetition of sounds needed to help the brain remember. It is the working memory which aids children in the development of vocabulary and adults in the acquisition of a second language.
Later research found that shorter, simpler melodies were most easily stuck in human minds, creating earworms. Research has also shown earworms are more prevalent in women, as well as musicians.
How to get something stuck in your head… out?
To date, science has no solution for ridding oneself of an irritating earworm, though there has been some success in replacing one earworm with another.
Jingles vs. Popular Songs
In the world of advertising, it would seem popular songs are supplanting the original jingles of childhood, but is that true? As you think about the earworms stuck in your own head, which are more prevalent, jingles or popular songs? Is there more of one than the other or a combination of both?
Today, classic jingles are making a comeback, with the intention to garner nostalgia, a powerful marketing tool.
Take Chilis’ “Baby Back” or KitKat’s “Give Me a Break” jingles, for example. Many years since airing their commercials, you could probably sing these jingles with ease and feel an emotional connection to them – one that associates you with wherever you were 10-15 years ago.
Modern jingles, whether classic or a trendy pop song, are evolving with technology – growing shorter and catchier to capture more audience members in the digital age.
When it comes to deciding if pop songs or classic jingles are more effective, it depends on your marketing goals and target audience.
If your goal is to develop branding, classic unique jingles are right for you. If your goals are to be trendy and associate your brand with a certain demographic, you can appeal to pop culture by incorporating a pop song in your commercials.
Regardless, jingles are a great way to associate your brand with a catchy, easy-to-remember tune. For this reason, we developed The Barnes Firm Jingle:
“The Barnes Firm, Injury Attorneys. Call 1-800-8-Million”
This helps users to:
- Remember our brand: The Barnes Firm
- Remember what we do: Defend injured accident victims
- And remember to contact us: Call 1-800-800-0000
– all in 11 words!
If you haven’t heard The Barnes Firm jingle yet, check it out here!
If you or a family member has been injured in a car crash, you will have many questions about what to do next. Our attorneys are available 24/7 to answer your questions and provide direction. See the following links to contact our attorneys near you: