How advertising jingles influence our buying choices (and why we can still sing them decades later)

Even if we haven’t heard them for many years, familiar songs often stick with us for life. We can often recall every lyric to songs we learned as kids or albums we idolised as teenagers. But beyond music we’ve purposely chosen to listen to or learn, one type of music seems to stick with us without any effort: the jingle.

Jingles have a long history in the advertising industry. The first known radio jingle in the UK – Have You Tried Wheaties? – was launched in 1926. Jingles have since become a major feature of our everyday lives.

Recent market research found that several of the ten most recognisable jingles for UK adults dated back three or even four decades. While comparison site Go Compare topped the list, Mars’ “work, rest and play” jingle (axed in the mid-1990s) and even Shake ‘n’ Vac “put the freshness back” (1980) are still buzzing about in the heads of those polled.

So why do these songs stick with us? And what effect does this have on what we buy?

Links to other times in our life

It’s not just features of the music that give jingles such a stronghold in our memories. Music tends to be closely associated with the contexts in which we’ve heard it. That is, it often becomes closely entwined with autobiographical memories from our lives.

Hearing a jingle from our childhood can therefore bring back memories not just of hearing that song, but the living room we grew up in, and the feeling of sitting around the TV with family watching together. Jingles therefore can be a strong trigger of nostalgia.

Research has shown that the period when we are around ten to 25 years old tends to be remembered most vividly. Music cues are also best at tapping into memories of this period, which is known as the “reminiscence bump”.

In line with this, the same consumer research also revealed different recognition rates for jingles across age groups. For instance, for millennials, McDonalds’ “I’m lovin’ it” ranked number two in the top-recognised jingles list and “Maybe it’s Maybelline” came in at number five.

Some brands also explicitly aim to merge this nostalgic element with staying on trend. Maybelline has recently reinvented its jingle, incorporating dance music elements to appeal to gen Z audiences while retaining features of the classic 1990s jingle that connects millennials to their youth.

So does writing a memorable jingle help to sell a product? In short, yes. Research that examined choices of two products from the same category (for example, cameras) showed that products coupled with a familiar tune were more likely to be chosen than those coupled with an unfamiliar tune.

However, liking the music also independently affected product choice. In particular, music that participants really disliked tended to put them off choosing a product even if the tune was familiar. This suggests that advertisers do need to carefully consider the musical preferences of their target market over and above simply writing catchy tunes.

Music has a strong hold on our memories. The same features that help us to learn the alphabet through music or transport us back to the first dance at our wedding also mean we are able to effortlessly recall which cleaning product promises that washing machines live longer.

Find out more

• This article is republished from The Conversation under a Creative Commons license. Read the original article.
• Read more about the work of Dr Kelly Jakubowski.
• Our Department of Music is ranked third in the UK in the Complete University Guide 2025. Visit our Music webpages for more information on our undergraduate and postgraduate programmes.