Techniques for Jingles

to create a great
Assonance & Alliteration
Repeat vowel sounds, like:
“Eat, cheap”
Repeat consonant sounds, like:
“Lemon lime”
Strong Language
 Make your adjectives stand out!
 Avoid overused words, like ‘nice’ ‘fast’
 “A nice, fast car” becomes “A smooth,
speedy ride”
 Play on words to help the consumer
 Homonyms, homographs and homophones look this up!
 Example: two words pronounced or spelled
the same but with different meanings:
 “The sewing machine is ‘sew’ superior!”
 Or, “The purrrr-fect cat food!”
 Drill the name of your product into the
minds of consumers!
 Make it so annoying, they’ll buy it! :)
 Rhyme the name of the product and an
important characteristic
 “Have another Nutter Butter peanut
butter sandwich!”
Words that mimic sounds
Buzz, ring, clang, pop
“Snap, Crackle, Pop”
“Plop-plop, fizz-fizz, oh what a relief it
is!” (Alka-Seltzer)
 Exaggerate in a funny or memorable
 Peppermint Patty commercial: an
Olympic skier is like the cold sensations
felt when eating one.
Similes & Metaphors
 Compare the product to something that
is totally unrelated to the product, but
gives the consumer a positive image.
 “You’re in good hands with Allstate.”
 “April fresh Downy”
Suggest a Relationship
 Develop a relationship between using a
product and a respected person:
 “Choosy mothers choose Jif”
List Attributes
 Write these into your song.
 “Nausea, heartburn, indigestion, upset
stomach, diarrhea.”
 BK Whopper’s 2 all-beef patties, special
sauce, lettuce, cheese on a sesame
seed bun.”
 Remember Nyquil????
Keep it simple
Cut out all the unnecessary words!
Keep it smooth
Clean up sloppy wording