Jennie A. Kerney
Advertisers today are moving away from the jingle and towards actual songs. "Jingles, meaning an original, happy melody written about a product that extols the benefits, qualities, and excitement that come from owning or using that product, are no longer considered honest".
Advertisers have to be honest and make their ads real. Music that is real makes ads that are real. Pop songs are able to entice the market of 16-34 year olds as jingles can no longer do. There is less originality today and the phrase "Everyone is doing it" is safe and normal. But the jingle, as anyone with a television knows, is a vanishing art form. It has become too quaint, too corny, for our ironic times. Naming your product in a commercial that is actually about your product is just tacky, say advertising executives. Modern pitchmen prefer pop songs that create a mood or spark an emotional association that if all goes as planned, attaches to a product and translates to a sale.
Even though national jingles are fading, they are still thriving in local and regional venues. While everyone knows about Pepsi and Burger King, the local pizza place needs to tell people where they are and catchy radio or television jingles are quite effective at getting that message across to the consumers.