hours of fun for tom and bill.
its called borrowing interest :
"Consciousness, in other words, has little to do with it. People react intuitively, and commercials turn that to an advantage. Jingles aimed to elicit brand-name recall, but ads now work by "borrowing interest"--transferring value from the music to the product. Commercials not only borrow interest from music, they borrow our interests, milking our memories and desires, and selling them back to us. And since licensed songs are of the culture, they work as a shorthand for consumer lifestyles, from rock-and-roll rebellion to sophisticated jazz cool to obscure, weirdo noise."
i heard this term for the first time recently. i thought it was on "on the media" (wnyc) but cant find anything related in their archive. i guess i should take better notes than jotting down "borrowed interest" on scrap paper. what they were saying is that since advertising is no longer focused on three major tv networks where saturation advertising was possible, they can no longer brand a jingle into your head. they had to find another angle. that is to push already established musically charged buttons and not just that its more cost effective not to hire a jingle smith. like roaches developing an immunity to combat.
Another example of borrowing interest is where the ad industry eats itself: a few years ago they recycled the "crying Indian" as a bus shelter graphic because the image reminded people of their childhoods.
yep, googling i found mention of borrowed interest in stock photography. the term may have started in the visual field.
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- dave 9-01-2004 5:35 pm
its called borrowing interest :
"Consciousness, in other words, has little to do with it. People react intuitively, and commercials turn that to an advantage. Jingles aimed to elicit brand-name recall, but ads now work by "borrowing interest"--transferring value from the music to the product. Commercials not only borrow interest from music, they borrow our interests, milking our memories and desires, and selling them back to us. And since licensed songs are of the culture, they work as a shorthand for consumer lifestyles, from rock-and-roll rebellion to sophisticated jazz cool to obscure, weirdo noise."
i heard this term for the first time recently. i thought it was on "on the media" (wnyc) but cant find anything related in their archive. i guess i should take better notes than jotting down "borrowed interest" on scrap paper. what they were saying is that since advertising is no longer focused on three major tv networks where saturation advertising was possible, they can no longer brand a jingle into your head. they had to find another angle. that is to push already established musically charged buttons and not just that its more cost effective not to hire a jingle smith. like roaches developing an immunity to combat.
- bill 9-01-2004 7:47 pm [add a comment]
Another example of borrowing interest is where the ad industry eats itself: a few years ago they recycled the "crying Indian" as a bus shelter graphic because the image reminded people of their childhoods.
- tom moody 9-01-2004 8:16 pm [add a comment]
yep, googling i found mention of borrowed interest in stock photography. the term may have started in the visual field.
- bill 9-01-2004 8:25 pm [add a comment]