How to Think of a Good Jingle for an Ad

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A jingle is used in radio and TV advertising to connect listeners and viewers with your products and services. A jingle is typically structured like a chorus or hook of a song and must be catchy and easy to remember. The melody as well as the lyrics should be simple. The products or services as well as the company name must be reflected in the jingle for it to be effective. Rhyming is also a key quality to making the jingle memorable.

Things You'll Need

  • Paper
  • Pen
  • Product information
  • Company name
  • Stop watch
  • Advertising copy
  • Start with your company name. Describe the benefits of the products and services you want to promote.

  • Brainstorm a list of rhyming words. Use the mind mapping technique to create a diagram of free association of words, phrases, benefits and characteristics. A mind map branches out like a tree and is nonlinear. You'll be able to link related words, slogans and ideas together during your brainstorming.

  • Use short, strong action words as nouns and verbs. Use exaggeration carefully. Use similes and metaphors. Compose two or three pairs of rhyming lines that describe benefits. For example, for a jingle about General Berg's Soup write, "General Berg's Soup/It will satisfy your household troop. General Berg's Soup/The flavor will make your kids holler and whoop."

  • Tap out a beat to the jingle to help develop a rhythm. Whistle it to get a feel for the tune. Make it upbeat and happy. Ask yourself: are the lyrics fun and simple so listeners will want to sing or hum this?

  • Enlist a musician to help put a basic tune to your lyrics and melody using a piano or guitar. Describe the type of music genre your target audience is likely to enjoy.

  • Time the jingle to make sure it fits. There will be other elements to the commercial. A typically television or radio ad is 15 or 30 seconds, so the jingle will need to be much shorter. Some 60 second commercials repeat the jingle at the front and end.

Tips & Warnings

  • As you brainstorm and use mind mapping to create a jingle, review this checklist:
  • What are the product benefits?
  • Who wants to buy this?
  • Describe the typical buyer or user.
  • What kind of music are these buyers likely to enjoy? Hip hop? Blues? Rock? Pop?
  • After you identify a popular genre, write your jingle to music that may fit your target.
  • Write your jingle. Rewrite it again and again. Take out unnecessary words.
  • Share it with musician friends for feedback.
  • Protect your jingle by registering it with the U.S. Patent and Trademark Office.

References

  • Photo Credit Jupiterimages/Photos.com/Getty Images
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