A jingle is a short tune used in advertising and for other commercial uses. The jingle contains one or more hooks and lyrics that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Ad buyers use jingles in radio and television commercials; they can also be used in non-advertising contexts to establish or maintain a brand image. Jingles are a form of sound branding.
The jingle had no definitive status: its infiltration of the radio 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 began in the United States. If one entity has the best claim to the first jingle it is General Mills, who aired the world’s first singing commercial. The seminal radio bite, entitled "Have You Tried Wheaties?", was first sung over the air on Christmas Eve of 1926 in the Minneapolis-St. Paul radio market.
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 cereals, candy, snacks, soda pop, tobacco, and beer. Various franchises and products aimed at the consumers' self-image, such as automobiles, personal hygiene products (including deodorants, mouthwash, shampoo, and toothpaste), and household cleaning products, especially detergent, also used Jingles are also the vital part of Radio. As radio is only concerned with the voice so Jingles played important role in every program of radio, All most all the radio ads are based on jingles for their identification.
Most often the term Radio Jingles can be used to collectively describe all elements of radio station branding or identification. Accurately the term in the context of radio used to describe only those station branding elements which are musical, or sung. Sung jingles are the most common form of radio station branding otherwise known as imaging. A radio jingle therefore is created in a studio by session singers and includes a musical representation of the radio station name and frequency. Radio stations will sub contract to specialist radio jingle producers who will create the musical sound and melody along with the recording the session singers. The elements will be dispatched to the radio station in various time variations to be edited by local radio producers before being broadcast in between songs or into and out of commercial breaks.
(Jingles courtesy of Glen Pitts, Stockton, CA. Text courtesy of Wikipedia)
Radio Stations Use Jingles For Branding and Identification