B-O-L-O-G-N-A: The staying power of Oscar Mayer’s jingle
The advertisement uses Sprechstimme, a vocal technique that's sort of halfway between speaking and singing, James Kellaris, PhD, a professor of marketing at the University of Cincinnati, told NPR’s All Things Considered.
“This jingle works marketing magic,” said Kellaris, who researches music in advertising at UC’s Carl H. Lindner College of Business. “The minor incongruities create a kind of cognitive distraction that increases message acceptance. So it lowers sales resistance through distraction.”
The jingle — which begins, “My bologna has a first name. It's O-S-C-A-R.” — is an earworm that gave the company free airplay inside people's brains.
“I have to confess, I'm more of mortadella kind of guy,” Kellaris said. “But if there were an earworms hall of fame, it would be inducted in the first class.”
Latest Bicentennial News
- UC chief digital officer named Info-Tech 2024 CIO award winnerInfo-Tech Research Group recently named UC Vice President & Chief Digital Officer Bharath Prabhakaran a 2024 CIO Award winner in the Large and Enterprise Organization Division.
- How to get rid of a stuffy nose fastFindings in the International Journal of General Medicine reveal that a stuffy nose can trigger fatigue, brain fog and sleep disruptions that seriously interfere with daily activities. Now a University of Cincinnati College of Medicine professor of otolaryngology is sharing how to get rid of a stuffy nose quickly and naturally.
- Lorain County prosecutor seeks to toss conviction for wrongfully convicted Ohio manAl Cleveland, Jr., a client of the Ohio Innocence Project at Cincinnati Law, is one step closer to exoneration. The Lorain County prosecutor has filed to throw out his conviction, making the end of his 25 year ordeal within reach.
