Ah the wonderful history of the rise and fall and revival of the sweet jingles. Piece brings you the clips from the classics, some modern substitutes, and off-key renditions by customers who recall (sing) their favorites (?). It turned on the jingle juke box in my head. So much so that the mere mention of the keywords will get you off and humming too no matter how much you hate them. You think I'm kidding? 'Zoom Zoom Zoom'...'Put the lime in the coke, you nut'...'I'm loving it'...oh it's too much.

Richard Paul elegantly documents the rise and fall of the jingle. in deconstructing the psychology behind it we also get an interesting insight into American culture. Who knew that cable television and our ever- decreasing attention spans would put an end to this time-honored advertising tradition? Who knew that a day would come when the jingle would be eulogized? Like a jingle, this piece is hard to get out of your head. Unlike a jingle ,it won't be easily displaced by the next thing you hear.

This piece stands on its own. If you have the time you should braodcast it. This would also be a good fit for Market Place, Weekend Edition, All Things Considered, and On the Media.