“Well, I married my dream girl
I married my dream girl
But she didn’t tell me her credit was bad
So now instead of living in a pleasant suburb
We’re living in the basement at her mom and dad’s
No we can’t get a loan
For a respectable home
Just because my girl defaulted on some old credit card
If we’d gone to free credit report dot com
I’d be a happy bachelor with a dog and a yard.”
Ever heard of this infamously catchy song? Free credit report dot com, along with many other companies trying to promote a particular service or product use the overused catchy jingle or tune that instantly becomes embedded within the consumers mind. This, like the laugh tracks Chuck Klosterman mentions in his “Haha,” he said. “Haha.” reading as so “profoundly idiotic” because of their manipulative nature, is just another technique the mediated communication uses to influence any individual that happens to be flipping through the channels of their television screen.
Whether or not these jingles are actually good, has no negative impact on their effect. The more annoying the song is probably makes it that much more memorable. The purpose is to have this original (and even sometimes unoriginal) song that can instantly be unconsciously associated with that particular product. It’s a sneaky way of getting a product stuck in the head of millions of consumers, whether they like it or not.
Some examples of such a devious technique include, like the one above, the Free Credit Report commercials. There’s about five different versions of the same guy singing about how he should have gone to Free Credit Report dot com. And that’s not the only one. Education Connection seems to do a pretty good job at mastering this technique. The meow, meow, meow song from the Meow Cat Mix commercial, “You, me and bourgasie” can be associated with the IPhone 3G, the oh so cunning Oscar Meyer Weiner song, and K9 Advantix Fleas version of the Lion King’s “In the Jungle” tune. And let me tell you, there’s much more. Basia Bulat’s “Before I Knew” automatically makes me think of the Subaru commercial and the instant I hear Teddy Bear’s “Cobrastyle,” the image of a Heineken beer pops into my mind.
I would have to say that the chances of any audience member’s becoming immune to these techniques are not very high. Avoiding watching T.V. may be a possibility if one is really desperate, but the fact of the matter is that no matter how you try to avoid these mediated communication methods; they will eventually find their way into your life. Today’s society thrives off the media, and escaping it is unlikely.