A short musical theme or song which often accompanies an advertising message on various media platforms.
How a Jingle Works
A jingle is created or composed to represent a brand or product and forms an integral part of its identity. It is composed of different elements: one or more voices, one or more instruments, a sound effect, and a melody. A jingle is short and does not exceed a few seconds, which helps to facilitate its memorization.
A jingle is the sound version of the visual brand or product. It represents the image of the brand or product and allows the sound to be recognized instantly. Sound is a vector of emotion; it generates more engagement and leaves a lasting impression on the listeners.
To optimize the chances of creating a jingle that is faithful to the image of the brand or product and effectively gains the heart of the public, a company should entrust the composition to a specialist service provider who understands the brand or product then transforms it into sound.
Real-World Example of a Jingle
There are dozens of jingles representing brands and products. A few well-known jingles include:
- "The snack that smiles back. Goldfish." Goldfish crackers.
- "Gimme a break. Gimme a break. Break me off a piece of that KitKat bar." KitKat chocolate bar.
- "I'm a big kid now!" Huggies Pull-Ups.
Significance of a Jingle
Since jingles play as part of an ad on the radio and television, it helps to get the song stuck in the listener's head. This will make the listener a potential customer because when they want to buy anything related to the advertised product, the jingle will pop up in their head. They will more likely end up purchasing the product with a catchy jingle. The jingle can convince a potential customer to become a permanent consumer of a particular product or brand.
Another essential factor of a jingle is that it helps to build the brand or product. Jingles create a lasting impression on the audience's heart. Getting an audience is easy, but you have to target the right audience or play your jingle to a vast audience so that it can capture an appreciable audience.
Lastly, jingles usually are cost-effective because you can target a large audience with a smaller amount of money. Once the jingle is well known, it will continually be remembered and recalled.
Jingle vs. Song
A jingle is normally a short song or theme used as a form of advertisement. It is a form of sound branding that contains one or two hooks that help promote a product or brand advertised on a radio or television. A jingle is normally one minute or less in length.
A song is a piece of music typically three minutes and above in length, which has been recorded or commercially released by a musician to the public. The musician normally receives royalties from the broadcast of their music. A song can be used as a jingle for advertising, but the owner must give permission first.