Advertising music - what matters?
JINGLE The Tages-Anzeiger took a closer look at advertising music. Catchy jingles like «Haribo makes kids happy» are a thing of the past. Today, more attention is paid to what is played. Content that viewers can absorb as easily as possible is what’s in demand.
Advertising music is received differently today than it used to be. Jingles like those from Haribo no longer work.How the Tages Anzeiger Some songs are so memorable that we still recognize some oldies today - for example, the commercial for the following manufacturer: "Washing machines live longer with Calgon". But classics don't. Why is that? The simplicity of the sounds makes it.But today such songs are a rarity. Why actually? The Tages Anzeiger asked some producers about it: "It's like fashion, trends come and go," says Great Garbo. The company recently landed a YouTube hit with a Dove campaign with 163 million views. "In the past, advertising music often sounded cheap, but today it should be sophisticated," Adrian Frutiger would agree. But he doesn't understand "sophisticated" in the sense of "restrained": "Most people perceive music less consciously than images, so it can be a bit gaudier, but it still doesn't push itself into the foreground. That's why, for example, he used hearty Jew's harps for Feldschlösschen.But basically, one thing must be kept in mind when it comes to advertising music: Diversity. Because like the products and the demands of the consumers, the music should also change. One thing is clear: advertising music is a growth market.
