HIDDEN PERSUADERS IN BENGALI ADVERTISEMENT JINGLES: INSIGHTS OF YOUNG CONSUMERS IN BANGLADESH

The current paper observes the recent trend of advertisement jingles and their tremendous effects to stimulate consumers’ behavior, especially that of the young consumers who not only get sensitively motivated with this marketing practice of using lyrical language, blended with attractive tunes, presented with appealing singing style but also often try to sing the commonly popular jingles for their own pleasure. The participants were 173 young consumers who are influenced and somewhat convinced by the jingles used in our Bengali ads. The present study goes on exploring the perceptions of the young consumer group towards the Bengali jingles and attempts to suggest a guideline to be considered by the modern jingle composers and advertisement farms.