Lately I’ve come across some interesting recordings while archiving old cassettes to mp3s on my computer – including jingles I composed over 40 years ago. This has led me to ponder the “art of persuasion” that is advertising itself.
Not as overt as 3-card monte, the jingle is still a bit of a con, as it makes assumptions; about who you are, what you need, your self-image and identity, and a host of other attributes that the advertiser hopes will lead you to embrace their product, service or idea.
The following lyrics were for a Honda motorcycles pitch, and the only “given” from the ad agency was the tagline “what life oughta be”; an idealistic, dreamy message, full of hope and promise. My first attempt:
I was told this was too confrontational, ominous and maybe even a little threatening. So, back at the drawing board, I softened the message:
(You can see I was pretty enamored with the phrase “dreamin’ out loud” and wasn’t going to give it up without a fight!) But my attempt to express the urgency of how riding a Honda would change your life tracked as impatience – the underlying message being WTF is WRONG with you? Get GOING already! So – once again, a new tune with a more authoritative “leadership” narrative and slightly less punitive tone:
Ultimately I don’t think I managed to capture the right balance of the Carrot & Stick approach because I didn’t sell any of these jingles, but I certainly tried! Listening to them now, I can’t help but notice the similarities between my ultimatum messages (of life fulfillment-via-motorcycle) and that of the Trump re-election campaign; the promise of making America “Great Again!” coupled with the threat of dystopian apocalypse should anyone else win the White House.
With this much apparently at stake, it behooves us to remember that there’s only one sure-fire way to win at 3-card monte: