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English IMRD
 

English IMRD

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English 3 IMRD paper

English 3 IMRD paper

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    English IMRD English IMRD Presentation Transcript

    • LAST SONG SYNDROME: WHY MOST ADVERTISING JINGLES ARE STUCK IN YOUR HEAD PRESENTED BY: FADER, MARJORIE ANN F. ENGLISH-3, 2AD-1
    • RATIONALE  The researcher aims to explore one basic strategy that is clearly evident in the field of advertising; jingles, and its potential help towards brand recall among the mass media, and looks forward to examine the influences of modern music towards the topic.
    • BACKGROUND OF THE STUDY  Advertising Jingles are one of the best strategies that Advertisers use for better product recall. Moreover, we may relate our recall to “Last Song Syndrome” or its scientific term, “Earworm”. Carrying the product’s message, capturing the attention of listeners, and a mnemonic tool for our brains, these are the best characteristics that Advertising Jingles specializes in (Michelle H. and Paris, K. 2006). Different styles can be applied to these Jingles depending on their target market. The fact that music and technology is evolving, it also affects our preferences especially in the Post-Modernist era. According to the study, Using Music Generation for Sound Branding, the authors state “The use of music within advertising media began in the 20th century with jingles in radio and television commercials as well as music playing statically in the background at the point-of-sale or sales events.” (Gilbert, B. and Max, M. 2006) Just like a typical song from the radio, an Advertising Jingle comprises of lyrics and a melody. These two interact, creating lyrical information about the product that is retained in our long-term memory whereas “The jingle is encoded into the listener’s brain where it can be later retrieved through memory recall”. (qtd. In Michelle H. and Paris, K. 2006)
    • BACKGROUND OF THE STUDY  Music has a powerful role nowadays in broadcast media especially in Advertising. When people sing along to a catchy melody, you know that there’s a special element towards it: Repetition. In an online article from BBC, it states that “Music is defined by repetition, just like earworms, and this might make earworms so hard to shake – they are musical memories that loop, say a particular verse or a hook, forever repeating rather than running to completion.” (Stafford, T. 2012). Repetition is a special routine in our lives; repeat something and you master it. In this case, our brain finds it hard to get rid of the “earworm”. Common patterns that you see every day is a good example, such as seeing the same fence everyday but looking at it in a different angle just to see it in a new way or playing sounds in the stereo and the music sounds identical after a period of time. (Stafford, T. 2012)
    • BACKGROUND OF THE STUDY   Different ways can be used to produce a catchy Jingle. Filipino TV commercials make use of actual songs (international and local) and change the melody and rhythm slightly and create lyrics regarding the product information or specifications. It also depends on the genre of songs that Philippine masses prefer in the modern era. By this, the advertisers make sure that the audience can recall the song and can sing along with it even without hearing it at first because of the influence and how a popular song has been adapted to be a Jingle. Repetition, as said earlier, is also the biggest element regarding the recall of these advertisements. Here in the Philippines, the earliest Jingle can be traced back from the 90's of the Family Rubbing Alcohol brand, “Di lang pang pamilya, pang sports pa!”. And who wouldn't forget BEAM's “...B-E-A-M means smile, smile kami pag BEAM...”? These Jingles contributed a lot to Advertising and Filipinos can still sing to these Jingles, because it has been a big part to their childhood, including the fact that they simply can't forget about it because of repetition and “earworm”.
    • STATEMENT OF THE PROBLEM  This study aims to answer the following questions:  1. What makes our brain recall Advertising Jingles?  2. What kind of music genres is essential for brain recall?  3. How does Modern music influence Advertising Jingles?
    • SIGNIFICANCE OF THE STUDY PERSONS THAT WILL BENEFIT FROM THE STUDY:  College students of Advertising, Marketing and Communication and Broadcast Journalism Courses   Marketing experts  Future Researchers
    • SCOPE AND DELIMITATION   This study focused on how Advertising Jingle is a good strategy for product recall through different music influences. Jingles are widely used in advertising since it has been accepted as a form of recall, especially with the use of music influences and trends of the modern broadcast media. This study covered Filipino commercials and the music trends and genres that affect the concept of the jingles due to the lack of resources from commercials overseas that can be of use for the research.
    • MATERIALS AND METHODS  A descriptive study was established in this study, giving explanations regarding the process of earworm and its relation to brand recall in advertising. It is defined as “…a detailed account of a phenomenon as extensively as possible.” (Frankel and Wallen, 2003). Information gathered from relevant topics include: Online/Electronic media, reference materials such as books, dictionaries and journals.
    • DEFINITION OF TERMS  Earworm- a tune or part of a song that repeats in one’s mind. (http://dictionary.reference.com/browse/earworm?&o=100074&s=t ).  Jingle- A catchy succession of like or repetitious sounds, as in music or verse. A piece of verse or a short song having such a catchy succession of sounds, usually of a light or humorous character: an advertising jingle. (http://dictionary.reference.com/browse/jingle).  Last Song Syndrome- When you end up singing random songs that you last heard whether you like the song or not. You might have heard this song in a span of 30mins or a max 8hrs. (http://www.urbandictionary.com/define.php?term=Last%20song %20syndrome).
    • THAT’S IT FOR MY PRESENTATION. THANK YOU FOR LISTENING!