Studies show that music has the power to direct attention, blocking out external distractions and facilitating concentration on specific tasks. That is why, over the years, music has also been used in marketing as a way to touch emotions and fix messages in the minds of consumers. From famous political campaigns to radio jingles, music continues to be excellent for creating brand identity and creating connections with the public. After all, who has never found themselves singing the song of a snack bar or a soft drink?
Since when did music start to be part of marketing?
The use of music as an element of persuasion dates back to historical periods, such as colonial Brazil, when street vendors used sung poems to attract attention and sell their products. The first historical record of a jingle in Brazil dates back to 1882, a song written for a medicine intended for digestion.
However, it was only in 1932, with the rise of radio, that jingles austria whatsapp data began to gain prominence and consolidate themselves as an essential technique in advertising. However, the first recording came only after the arrival of the phonograph, in 1935, with the Colgate Palmolive jingle, recorded on vinyl by Gilberto Martins. The arrival of television in the 1950s transformed the scenario even further, by combining image and sound, increasing the emotional impact and retention of campaigns. With the growth of the market, audio production companies emerged that professionalized the process, offering personalized and high-quality jingles.
What is jingle?
A jingle is a short piece of music, usually with simple lyrics and easy melodies, created to represent a brand or product. Unlike other advertising content, a jingle is designed to be remembered quickly and unconsciously. By capturing the essence of the brand and using a sound language appropriate to the target audience, a jingle has the power to “stick” in the mind, being a way of establishing a concept or product.
Creating a jingle is a strategic task that involves everything from a detailed briefing, passed on by the agency to the audio producer, to the choice of melody, lyrics and arrangements. Factors such as audience profile, product characteristics and broadcasting channels directly influence the composition. Although there are methods for creating jingles, there is no ready-made formula, and it is precisely this flexibility that allows jingles to continue to be impactful and relevant.
You probably start humming “popcorn in the pan starts to burst…” as soon as popcorn starts to pop and you quickly associate it with Guaraná Antarctica. Or you remember exactly the sequence of ingredients in McDonald’s most famous snack: “two hamburgers, lettuce, cheese, special sauce, onion, pickles and a sesame seed bun…”. There’s no need to finish the sentence, because your brain already knows the name of this snack instinctively. There are many other famous cases where a melody is associated with a product, just think of the gas truck!