is a memorable slogan
, set to an engaging melody
, mainly broadcast
and sometimes on television commercials
The jingle had no definitive debut: its infiltration of the
was more of an evolutionary process than
a sudden innovation. Product advertisements
with a musical tilt can be traced
back to 1923, around the same time commercial
radio came to the public.
If one entity has the best claim to the first jingle it is General Mills
, who aired the world’s first
. The seminal
radio bite, entitled "Have You Tried Wheaties
?", was first released on the Christmas Eve
of 1926. It featured four male
singers, who were eventually christened "The Wheaties Quartet",
singing the following lines:
Have you tried Wheaties?
They’re whole wheat with all of the bran.
Won’t you try Wheaties?
For wheat is the best food of man.
They’re crispy and crunchy
The whole year through,
The kiddies never tire of them
and neither will you.
So just try Wheaties,
The best breakfast food in the land.
While the lyrics may appear hokey to modern-day society, the
advertisement was an absolute sensation to consumers at the time.
In fact, it was such a success that it served to save the otherwise
failing brand of cereal. In 1929, General
was seriously considering dropping Wheaties
on the basis of poor sales. However, advertising
manager Sam Gale pointed out that an astounding 30,000 of the
53,000 cases of cereal that General Mills
sold were in the Minneapolis-St. Paul area, the only location where “Have You Tried
Wheaties?” was being aired at the time.
Encouraged by the
incredible results of this new method of advertising, General Mills
changed tactics entirely. Instead of dropping the cereal, it
purchased nationwide commercial time for the advertisement. The
resultant climb in sales single-handedly saved the now incredibly
After the massive success that General Mills enjoyed, other
companies began to investigate this new method of advertisement.
The jingle movement was bursting. Ironically, part of the appeal of
the jingle was that it circumvented broadcasting giant NBC
’s prohibition of direct advertising: this new
variety of advertisement could get a brand’s name embedded in the
heads of potential customers without trying to sell it. The art of
the jingle reached its peak around the economic boom
of the 1950s.
The jingle was used in the advertising
of branded products such as breakfast
(including soda pop
and other processed foods
, as well as various franchise
and products that might reflect
personal image such as automobiles
personal hygiene products (including deodorants
, and toothpaste
) and household cleaning products,
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
Jingles can also be used for parody purposes, popularized in
radio formats primarily Hot30 Countdown
, used primarily for branding
also allows radio networks to
bypass copyright law
provisions. It brands the segment as both light-hearted and
commercial, thus fulfilling its use as a branding
http://www.jinglestop.com - Jinglestop Music Production
- MWOTRC: Metro Washington Old Time Radio Club