Jingles are short songs or tunes utilized in advertisement which contributes to a company's brand identity. Jingles are also used for other commercial uses and is effective in promoting the product or service. Within a jingle, there will usually be a hook and meanings that will explicitly promote the product or service. Jingles are effective in advertising as it will allow the audience to associate the song or tune with the brand product or service and result in it being more memorable. This can result in sound branding as well and maintain the brand image. In some cases, jingles are created through the use of snippets of popular songs, where lyrics are modified to promote the product or service in an appropriate way. Jingles are most often used in radio and television commercials as they are the best way for the audience to hear the jingle and associate it with the brand product or service. The only disadvantage of jingles could be that some audiences may not be interested in it or may find it annoying.
Another example of a renowned jingle can be identified in the advert above from 'Go Compare'. In many adverts there is the same tune being played with extended or different lyrics that highlight a new service. In the advert above, we can hear the jingle and the repetition of the brand name which sticks in the audience's mind. Despite some audiences perceiving the jingle as annoying, it fulfils its purpose as the audience still remember the jingle and thus are reminded of 'GoCompare'. Whenever someone may be looking to compare prices on financial services, they will remember the jingle and think of 'GoCompare'.
A slogan is a catchy phrase or series of words that are used to help the audience associate and remember the company, brand or product. Slogans aim to be memorable for the audience so that it will stick in their mind and can be mentioned in a jingle. In some cases, there may be a single made up by the slogan. Slogans are used in various marketing efforts and are highly effective in promoting a service or product as the slogan will summarise what it is all about. For example, at Tesco they have 'Every Little Helps' which explains the reason for why they often have discounts, in order to 'help' their customers get the best price. It is a way for advertisers to highlight the reason why they are special or different from other competitors. A slogan can potentially become the centrepiece of a company, where audiences will instantly associate the slogan with their brand.
Probably the most distinctive jingle and slogan is from 'McDonalds'. The jingle that they have is instantly recognisable and audiences associate it with its rightful brand. We can hear the whistling tune which is followed by the phrase 'I'm loving it'. This is also their slogan and we can see how the slogan is implemented in the jingle to help embed it into the audience's mind. The simplicity of the jingle and slogan allows for the audience to easily remember it and associate it with 'McDonalds' every time they hear it, which grants the company more customers as young children and everyone else will want to visit 'McDonalds'. The effect of associating the slogan with the jingle is that it will make it easier for the audience to identify the brand identity.
Jingles and slogans combine to help the advertisers to gain the audience's attention and attract their target audience. Jingles and slogans especially highlight the dedication that the company put into their products or services as they want their slogan to be true to it. If a service or product is followed by their slogan, this shows that the advertisers believe that they have produced an honest product or service that should appeal to the audience.
Good reference to audience
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