What Makes a Good Jingle?
Sound branding is market branding that involves using background music to reinforce
brand identity. This avenue of marketing is becoming increasingly common in producing
video advertisements, informational films or amateur feature films. Using sound
and music along with video content can create a memorable message to targeted consumers.
A viewer’s sense of sound is very impressionable and so “jingles” (little
slogans set to an attractive melody) can be easily remembered long after the video
What makes a good jingle? Jingles are usually catchy and cheerful little tunes that
fit the product or service advertised. The jingle must be very catchy so as to associate
a positive image with the company. In order to create a catchy jingle a composer
must understand the product, mention and repeat the name of the product or company,
and be in a major upbeat key. The tempo should be fast-paced and with a cool or
Composers tend to stick to two concepts called “assonance” and “alliteration”
when composing music and lyrics. Assonance involves the repetition of vowels while
alliteration involves the repetition of consonants. Strong action words are preferred
as well as verbs, nouns and adjectives of power. Dull words and long-syllable words
are usually left out.
What are some other techniques that lead to good jingles? Onomatopoeia, which is
the practice of using words that mimic sounds, helps to drive home a point. Exaggeration
also works, especially when used in a comical way. Similes and metaphors work well
in music writing, just as they do in poetry. A product or service can also be marketed
by using negative imagery, as in suggesting a product can help consumers avoid negative
effects or an unpopular stigma. Therefore, jingles can make use negative, provided
they offer a happy solution in the product.
Jingles should be simple and any words that slow down the song or produce an awkward
verse should be jettisoned. Lastly, jingles should suggest some sort of relationship
between product and person—whether that person is one individual or an entire group
of people. Sometimes consumers pass on a product because they don’t quite understand
the relationship between product and consumer. An advertisement with a jingle makes
this relationship clear: remember the old jingle, “Choosy Mothers Choose Jif?”
For more assistance on finding the perfect jingle, look up sound and music branding
online. Remember that jingles are an important part of advertising, whether your
campaign is on TV, radio or even through the Internet.