Music in Advertising '80s by Mariel Carpio

Jingles have always been a good source of entertainment for anyone who loves watching television and who loves changing the channel from one to the other. Today jingles are used in almost any tv commercial or radio ad, it’s a good way to grab people’s attention without screaming in front of their faces. Jingles are short tunes used in advertising and for other commercial uses. The jingle contains one or more hooks and meaning that explicitly promote the product being advertised, usually through the use of one or more advertising slogans.  In the Philippine’s Jingles have been around since the 60’s from Ajax commercials and Baguio cooking oil, jingles have sustained in the advertising world of the Philippine market.

            Caronia is one of the leading brands of nail polish in the Philippines and they started out in 1968, founders of Vibelle Manufacturing Corporation, Don Vicente and and his wife Belen introduced the first locally produced nail polish brand in the Philippine market, Caronia. Caronia, named after the luxury ship, RMS Caronia easily became a popular brand among Filipinas because it provided them an alternative to limitedly available imported nail care brands. In the 80’s they released a very popular jingle that if you ask anyone who was born that time still recalls the line “Caronia, Caronia, Caronia, gives every reason to sing and dance. The secret of beauty is in your hands….”

Here’s a link of the famous jingle http://www.youtube.com/watch?v=yVcLKGtvwh4

Close up has been around for ages, they started launching the company in 1967 and since then their gel toothpaste have been one of the most recognized tooth pastes in the country. Close up’s target market have always been teens and since then their commercials have been a string of catchy music video feel and ‘kilig’ to the bones ‘tambalan’ of love-teams of each generation. One of the most noted commercial of the 80’s was their Closer You And I commercial, that was written and performed by Gino Padilla. It spawn a list of same themed commercials with Close-Up and since then Close-Up has been the go to for super ‘kilig feels’ and ‘getting closer together’ with that special someone.

This is one of Close-Up’s most famous commercial, jingle themed in the 80’s http://www.youtube.com/watch?v=GNt27UVu_JI