Doris and
Pamina - you both have some very good points.
The "Pizza Ristorante" example just shows how effective advertisers can be when they get it right. And they're not the only ones. Like, every time I hear "
O Sole Mio", I start singing in my head "
Just one Cornetto..."
HOWEVER, the difference with your experience and mine is that the pizza ad is just using the music itself to trigger an association. With the ice cream ad, Walls had to have lyrics that mentioned the name of their ice cream. So, in that respect, the pizza ad is more effective.
With Coca Cola, I suppose it depends which song you're talking about, Doris. (Bear in mind that I'm the other side of the Atlantic, and probably don't get all the same Coke ads as you).
If it's the song that starts "The stars will always shine, the birds will always sing" (which I just discovered is from a
full song by Joey Diggs), well it directly mentions the name of the product in the lyrics. And anyway, I think it was specifically written for the ad campaign.
But, if it's the song in the
Christmas ads with the big red trucks, well it is an adaptation of a song like the ones I was talking about in my previous comment. Yes, even when you hear the original song (Melanie Thornton's "
Wonderful Dream"), everybody still associates it with the product it advertised. But the important thing for this discussion is that the original lyrics do not mention the product by name.
The complication arises with Janis Joplin's "
Mercedes Benz". When she wrote the song, it was not her intention to endorse Daimler-Benz. In fact, she was trying to do the opposite. But, a few years ago, they got permission to use it in a Mercedes advertising campaign, and it has become associated with those ads ever since.
These two songs ("Wonderful Dream" and "Mercedes Benz") could be translated into very good skating programmes, in my opinion. But, because of their associations with specific products, I am not sure whether it will ever happen. "Wonderful Dream" might because it does not mention the product, but I cannot imagine "Mercedes Benz" being allowed.
As for the need for more sponsors in the sport, that is something I was thinking about over the past few weeks.
At Skate Canada, it was very noticable that there was a great lack of sponsors logos on the boards compared to Skate America. Added to that, most of the logos on the boards were from:
- the local province
- the country
- the national governing body
- the international governing body
- the host broadcaster
At most, there were only about 5 corporate sponsors. And there were also large gaps between logos.
Contrast this to the other Grands Prix we have had. Admittedly, the next one, the Trophée Éric Bompard, normally does not have many logos on the boards. But that is because they have a big title sponsor (Éric Bompard). Skate Canada does not.
Is this a sign that figure skating is in serious trouble in Canada? Or, are Canadian companies just being more careful with their cash? Either way, it is worrying for the future of the sport in that country.
But, that is getting way off the topic of this thread.
CaroLiza_fan