Friday, December 15, 2017

Jingles Part One

Oscar Mayer promotion 1960's. Instructions on how to pay Little Oscar Song on the magic wiener whistle Jingles and other stories about The American Dream. marchmatron.com
"Oh, I wish I was . . . "
If you have nothing to say, sing it. - David Ogilvy, advertising tycoon
After all, the music almost makes you forget that these are the people who made Agent Orange. - William Backer, composer who wrote ''I'd Like to Teach the World to Sing'' 

A brief history of how jingles came to this:
Pepsi ad 2017 attempt to co-op the black lives matter movement. Kendall Jenner hands pepsi to a cop. Cop evidently not racist anymore.   Jingles and other stories of The American Dream. marchmaton.com
The 2017 Pepsi ad where an almost Kardashian saves the world with an almost cola. 
while destroying Michael Jackson's and Paul McCartney's BFF status, and eventually pissing off almost everyone, except . . .
Kendall Jenner Was Nice To A Police Officer In A Pepsi Ad, And The Left Is Mad - Breitbart
Breitbart . . .
which is a good test to see if you are doing it wrong.
Jingles Part One  
1600's to 1920's:
Currier and Ives Winter Print - The Sleigh Race
Currier and Ives print, "The Sleigh Race"
1600's: 
The term "jingle" initially referred exclusively to the dashing through the snow sort of noise . . .
Vintage photo Street Vendor New York 1890s. A man offers balls of cheese tied to large pole. Jingles and other stories of The American Dream. marchmaton.com
 A street vendor in New York, 1890s
but when the influx of street vendors called out sales pitches, jingle came to mean a repetitive verse without musical accompaniment . . .
Vintage photo. One man band. Dapper gent covered in musical accoutrements jingle hat and a hand cranked Hudy-Gurdy. Jingles and other stories of The American Dream. marchmaton.com
One Man Band holding a hand-cranked Hurdy-Gurdy
because creating your own musical accompaniment while attempting to peddle items required exceptional skills.
Victorian era "trade card" Biscuits Pernois Dijon Orientale. Portrait of an exotic beauty. Jingles and other stories of The American Dream. marchmaton.com
Trade card advertising Biscuits Pernois Dijon Orientale. 
1870's to 1900's:
With printing and packaging improvements, companies started to included product inserts and "trade cards".
A.C. Weyhing P Athletics Old Judge Cigarettes. Sports "trade card" c.1890s. Jingles and other stories of The American Dream. marchmaton.com
Sports Trade Card of A.C. Weyhing P Athletics by Old Judge Cigarettes. 
The Victorians' predisposition to collect items made the cards extremely popular . . .
Wills's Cigarettes insert card or trade card illustrating First Aid. Early 1900s. Jingles and other stories of The American Dream. marchmaton.com
First Aid instructions, part of an insert card set by Wills's Cigarettes. 
and several types of cards were produced . . .
Trade card c.1900s. Verse from Alice in Wonderland. The Queen of Heart runs after the Knave of Hearts. Ad for Ceresota Flour. Jingles and other stories of The American Dream. marchmaton.com
Trade card advertising Ceresota Flour, printed with a Queen of Hearts verse.
including some which were printed with a company verse . . .
Trade card advertising chocolate c.1900s. French Verse featuring cat and milkmaid. Jingles and other stories of The American Dream. marchmaton.com
Chocolat Guerin-Bourton trade card advertising with musical verse. 
meant to be sung by the purchaser while enjoying the product.
Trade card advertising Corticelli Spool Silk. Victorian era. Verse featuring bird and pixie. Jingles and other stories of The American Dream. marchmaton.com
Trade card advertising Corticelli Spool Silk.
Occasional solos of product jingles didn't do much for the bottom line.   
Barbershop Quartet publicity photo c. 1920. Four young men in straw skimmers and bow ties. Standing in front of the curtain. Jingles and other stories of The American Dream. marchmaton.com
Barbershop Quartet in traditional straw boaters and bow ties.
In a print-ad world, Vaudeville created another, albeit limited, advertisement option. Ads for local products were presented as musical numbers, with enough costuming, pretty girls, and shtick that the audience remained interested.
Layers of vintage circus posters. Buck Shows, Hoosac NY, June 1972
Layers circus posters. Hoosac NY
1900's to 1920's: 
In two decades, US advertising dollars increased from $540 million to just under $3 billion. Determined to saturate any and all consumer markets, the search for advertisement innovation was backed by a mountain of money.
J. Walter Thompson Co. 1903. Forceful Advertising
Forceful Advertising appears to have worked. J. Walter Thompson Co. has advertised for: 
Amnesty International, Anheuser-Busch, Bayer, BMW, Cancer Council Australia, Coca-Cola, DirecTV, Eli Lilly and Company, Energy Star, Ford, Häagen-Dazs, Human Rights Watch, ING Group, Johnson and Johnson, Kellogg’s, Macy’s, Mazda, Merrill Lynch, Microsoft, Miller Brewing Company, Ministry of Defence (United Kingdom), Nestlé, Nike, Nikon, PepsiCo, Rolex, Samsonite, Samsung Electronics, Sega, Sprint, Subaru, Shell, United States Marine Corps, USA Network, Volvo Cars, and Walmart
Post card 1937 Tin Pan Alley West 28th between 5th and 6th Avenue in New York City. Jingles and other stories of The American Dream. marchmaton.com
Tin Pan Alley, West 28th between 5th and 6th Avenue in New York City. 1937
Tin Pan Alley, inexpensive sheet music, parlor pianos, and loose copyright laws created a neighborhood sing-a-long bonanza. Advertisers, like popular composers, produced and sold sheet music, keeping familiar tunes and replacing popular lyrics with their own. 

Vintage photo. Beautiful Edwardian era woman plays the piano.  Jingles and other stories of The American Dream. marchmaton.com
 A proper home has a parlor piano and a proper lady knows how to play.
Just to reiterate, people voluntarily paid for and then sung marketing songs over popular music . . .  
Anny Ondra (Anna Sophie Ondrakova) (1903-1987) - Polish actress in British silent films.Jingles and other stories of The American Dream. marchmaton.com
Adjust your expectations. 
therefore, music of the day may exceed the modern attention span in both duration and attention-grabbing-Hipster-before-it-was-cool audio. Please adjust your youtube expectations accordingly.
In My Merry Oldsmobile sheet music illustration 1903. Jingles and other stories of The American Dream. marchmaton.com
"They love to spark in the dark old park."
The 1905 song "In My Merry Oldsmobile" was inspired by a 90 day, cross-country race involving two Oldsmobiles. 
The car company used the song in advertisements and self-promotion without legal challenge. Years later, when courts were sufficiently motivated by the finances of the music industry, Oldsmobile purchased the copyright and formally adopted the music as their theme song.


In 1903, the Anheuser-Busch brewing company commissioned a beer garden song, "Under the Anheuser Bush" to advertise their beer . . .
which, like the Oldsmobile songs, included suggestions of social impropriety. Even in Victorian and Edwardian eras, sex sold. 
Photo c. 1900s, two young men posing on a park bench with arms around their shoulders, pose with a sign. Under the Anhauser Busch.  Jingles and other stories of The American Dream. marchmaton.com
Come, come, come and make eyes with me
Under the Anheuser Bush

1920's: 
Then a musical advertisement miracle happened.  
Sort of.
Cover of Radio News magazine July 1920 An SOS or a Dream?  Jingles and other stories of The American Dream. marchmaton.com
The first radio news program was broadcast August 31, 1920  in Detroit, Michigan
Radio changed everything.
Vintage Postcard view Vine Street at Sunset Boulevard. The newly constructed NBC Radio City at night.  Jingles and other stories of The American Dream. marchmaton.com
NBC Radio City at Vine Street at Sunset Boulevard

The National Broadcasting Company, founded in 1926, controlled most early broadcasting systems and NBC executives, in an odd financial decision, had banned direct advertising.
Photo c. 1930s Wheaties quartet pose by a piano.  Jingles and other stories of The American Dream. marchmaton.com
The Wheaties Quartet saved the cereal, leaving future Olympic athletes a source of sponsorship. 
Coincidently, in 1926 General Mills' Wheaties cereal was failing to sell and the Minneapolis division paid a barbershop quartet to sing "Have you tried Wheaties?" on a local radio show. Written to the chorus of the popular song "Jazz Baby", it sounds less than inviting but modifying an existing song for financial gain fell outside of the advertising ban.   
Wheaties were saved and General Mills' paid the quartet to sing live every week for three years.

Up Next:
Joan Crawford sips pepsi through a straw. The star and widow of the Pepsi Chairman insisted on joining the Pepsi Board after his death.  Jingles and other stories of The American Dream. marchmaton.com
Pepsi promotion
Pepsi makes some fortuitous choices and is forced to deal with one of the most determined women in the US. 
#Marketing #Sales #Jingles #AmericanDream


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Other stories of Marketing the American Dream: 


Musicals on an Industrial Scale

Jingles Part Two



Jingles Part Three

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