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Paul, MN, decided to hire a local barbershop-style quartet to sing about the product. Having suffered from a decline in sales, Wheaties was almost pulled from the market until the local broadcasters at Washburn Crosby Company in St. The first known example of a radio jingle is the 1926 Wheaties breakfast cereal commercial, with its famous catchy line “Have You Tried Wheaties?” (Taylor 2012, 33-36). As sponsorship began to emerge as the most viable way to financially sustain radio programs in the late 1920s, advertising agencies saw the far-reaching possibilities: by 1929 there were twelve million radio sets in use, and 630 radio stations, compared with only one eight years before (Aylesworth 1929).
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The popularization of recorded sound and the advent of radio brought advertising jingles to a whole new level. While intended to sell, these early examples were complete songs in their own right, with more subtle product references than later jingles would have. Bryan and Gus Edwards (Taylor 2012, 72-73). Sterling, or the 1905 song “In My Merry Oldsmobile”, written by Vincent P. Brands looking to advertise their products would commission songwriters to come up with catchy tunes in the popular styles of the period, such as the 1903 waltz “Under the Anheuser Bush”, by Harry von Tilzer and Andrew B.
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One of the earliest examples of this practice is a famous ad for Sapolio brand soap, written by Bret Harte in 1876 (Taylor 2010):Īnother variation of this promotional tactic came in the form of original and adapted songs. The origin of the jingle in modern advertising can be traced back to the use of poetic verses to sell products in printed formats in the late 19th century. The following list of jingle composers and performers highlights some of the iconic ads in the collection, and demonstrates the timeless effectiveness of a catchy tune paired with memorable lyrics. To showcase radio's potential during the rise of the television era, the RAB began collecting examples of ads from all over the country beginning in 1954. The RAB is a national radio advertising trade organization whose history dates back to 1950. The Radio Advertising Bureau (RAB) collection of the Library of American Broadcasting is a treasure trove of jingle history. But to create such simple but persuasive tunes is rife with challenges, and the skills and talents of the composers and performers who created classic advertising jingles cannot be understated. Previous research on the psychology of consumer behavior indicates that “music used in marketing-related contexts is capable of evoking nonrandom affective and behavioral responses in consumers” (Bruner 1990). A hybrid form between art and consumerism, between obnoxious repetitiveness and genius craft, the jingle created a connection between product and public that was revolutionary. While the advertising jingle is an almost forgotten art form, having been replaced in commercials by adapted popular songs and generic background music, it has a fascinating history (Stanley 2016). Most people over the age of 30 can recall all the words to certain jingles they heard growing up, a fact that illustrates the lasting power of short, catchy tunes. “Have you tried Wheaties?” The Lost Art of Jingle WritingĪdvertising jingles, or catchy and repetitive songs used to promote products on the radio, have permeated popular culture and influenced the consumer habits in American society for nearly a century.
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