Jingle Writing !! 151- Write what the creatives ask for.
- Write whatyouwant to write (assuming you have a dissimilar con-
ception). - Write additional music that is in an unexpected musical direction.
(Do not be afraid to take chances.)
Agencies traditionally offer low budgets to produce demos. Because of
affordable recording technology, demos are no longer demos in the tradi-
tional sense; most demos sound similar to finals. If a jingle is chosen to go
on the air, the jingle is usually revised so that it will fit a film or be adjusted
to accommodate new dialogue or announcer’s copy. In addition, musi-
cians and/or singers may be added to enhance the track.
Approaching a Jingle
Writing a jingle is not unlike writing an underscore. The creatives gener-
ally give the jingle writer a storyboard. The storyboard contains a scene-
by-scene pictorial of the commercial with the lyrics written under each
cell. The storyboard is laid out exactly the same as a storyboard used for
underscoring; it contains camera directions, detailed drawings of each
frame of picture, lyrics, and dialogue. The following is a list of ideas that
might help a composer write a jingle.
Clarity.As previously mentioned, the main objective is that the lyrics
must clearly deliver a client’s message. This also applies to the production
of the recording and the musical performances. An acceptable recording
is difficult to achieve if the composition is not well written. A composer
should be aware that certain words ‘‘sing better’’ when the proper number
of syllables and the appropriate rhythmic values are assigned to each
word. For example, if a word has more than one syllable, assign a note to
each syllable. If the word isconcentrate,itisbettertohavethreeeighth
notes than three sixteenth notes or only two notes; when sung, the word
will be easier to understand.
Notate rhythmic values.Assign rhythmic values to each word before
writing the actual pitches. This will aid in making the lyric sound conver-
sational. It will also help in emphasizing the proper words. The composer
should mark Xs on the score paper with rhythmic values (eighth notes,
sixteenth notes, and so on) and indicate whether the note should rise or
fall. Write the lyric under each rhythmic value and then write the melody
using each rhythmic value as a guide. This will help make the delivery of
the jingle more conversational.
The product name is the most important word in the lyric.A client’s
goal is to sell one’s products. The note or notes assigned to the product
name must emphasize the name of the product so that the audience
remembers the product.
Most jingles have a melodic logo that is repeated several times