Editing Television advertisement (section)

===Use of popular music===
{{See also|Music in advertising}}
Many television advertisements feature songs or melodies ("[[jingle]]s") or slogans designed to be striking and memorable, which may remain in the minds of television viewers long after the span of the advertising campaign. Some of these ad jingles or catch-phrases may take on lives of their own, spawning gags that appear in films, television shows, magazines, [[comics]], or literature. These long-lasting advertising elements may be said to have taken a place in the [[popular culture|pop culture]] history of the demographic to whom they appeared. An example is the enduring phrase, "[[Winston tastes good like a cigarette should]]", from the eighteen-year advertising campaign for [[Winston (cigarette)|Winston cigarettes]] from the 1950s to the 1970s. Variations of this dialogue and direct references to it appeared as long as two decades after the advertising campaign expired. Another example is "[[Where's the Beef?]]", which grew so popular it was used in the [[U.S. presidential election, 1984|1984 presidential election]] by [[Walter Mondale]]. Another popular catch-phrase is "[[I've fallen and I can't get up]]", which still appears occasionally, over two decades after its first use. Some advertising agency executives have originated more than one enduring slogan, such as [[Mary Wells Lawrence]], who is responsible for such famous slogans as "Raise your hand if you're Sure", "[[I Love New York|I♥New York]]" and "Trust the Midas touch."

Prior to the 1970s, music in television advertisements was generally limited to [[jingle]]s and [[incidental music]]; on some occasions lyrics to a popular song would be changed to create a theme song or a jingle for a particular product. An example of this is found on the recent popular Gocompare.com advert that utilises "Over There", the 1917 song popular with United States soldiers in both World Wars and written by George M. Cohan during World War I.  In 1971 the converse occurred when a song written for a [[Coca-Cola]] advertisement was re-recorded as the pop single "[[I'd Like to Teach the World to Sing (In Perfect Harmony)]]" by the [[New Seekers]], and became a hit. Additionally songwriter [[Paul Williams (songwriter)|Paul Williams]] composed a piece for a Crocker Bank commercial which he lengthened and [[The Carpenters]] recorded as "[[We've Only Just Begun]]".  Some pop and rock songs were re-recorded by cover bands for use in advertisements, but the cost of licensing original recordings for this purpose remained prohibitive in certain countries (including the U.S.) until the late 1980s.{{citation needed|date=November 2010}}

The use of previously recorded popular songs in American television advertisements began in earnest in 1985 when [[Burger King]] used the original recording of [[Aretha Franklin]]'s song  "[[Freeway of Love]]" in a television advertisement for the restaurant. This also occurred in 1987 when [[Nike, Inc.|Nike]] used the original recording of [[The Beatles]]' song "[[Revolution (Beatles song)|Revolution]]" in an advertisement for athletic shoes.  Since then, multiple classic popular songs have been used in similar fashion.  Songs can be used to concretely illustrate a point about the product being sold (such as [[Bob Seger]]'s "[[Like a Rock (song)|Like a Rock]]" used for [[Chevrolet|Chevy]] trucks), but more often are simply used to associate the good feelings listeners had for the song to the product on display.  In some cases the original meaning of the song can be irrelevant or even opposite to the implication of the use in advertising; for example [[Iggy Pop]]'s "[[Lust for Life (Iggy Pop song)|Lust for Life]]", a song about heroin addiction, has been used to advertise [[Royal Caribbean International]], a cruise ship line.  Music-licensing agreements with major artists, especially those that had not previously allowed their recordings to be used for this purpose, such as [[Microsoft]]'s use of "[[Start Me Up]]" by [[the Rolling Stones]] and [[Apple Inc.]]'s use of [[U2]]'s "[[Vertigo (U2 song)|Vertigo]]" became a source of publicity in themselves.

In early instances, songs were often used over the objections of the original artists,{{citation needed|date=November 2010}} who had lost control of their [[Music publisher (popular music)|music publishing]], the music of the Beatles being perhaps the most well-known case; more recently artists have actively solicited use of their music in advertisements and songs have gained popularity and sales after being used in advertisements. A famous case is [[Levi's]] company, which has used several [[one hit wonder]]s in their advertisements (songs such as [[Stiltskin|"Inside"]], [[Spaceman (Babylon Zoo song)|"Spaceman"]], and "[[Flat Beat]]").<ref>{{cite web|title=Levi's TV Advert Music – Sounds-Familiar|url=http://www.sounds-familiar.info/tag/levis/|access-date=November 12, 2018|archive-url=https://web.archive.org/web/20181112193251/http://www.sounds-familiar.info/tag/levis/|archive-date=November 12, 2018|url-status=live|df=mdy-all}}</ref> In 2010, research conducted by [[PRS for Music]] revealed that "[[Light & Day]]" by [[The Polyphonic Spree]] is the most performed song in UK TV advertising.<ref>{{cite web |url=https://www.telegraph.co.uk/culture/music/music-news/7605314/Sainsburys-song-tops-adverts-playlist.html |title=Sainsbury's song tops adverts playlist |work=The Daily Telegraph |date=April 19, 2010 |access-date=September 1, 2013 |archive-url=https://web.archive.org/web/20130902101809/http://www.telegraph.co.uk/culture/music/music-news/7605314/Sainsburys-song-tops-adverts-playlist.html |archive-date=September 2, 2013 |url-status=live |df=mdy-all }}</ref>

Sometimes a controversial reaction has followed the use of some particular song on an advertisement. Often the trouble has been that people do not like the idea of using songs that promote values important for them in advertisements. For example, [[Sly and the Family Stone]]'s anti-racism song, "[[Everyday People (Sly & the Family Stone song)|Everyday People]]", was used in a car advertisement, which angered some people.{{who|date=November 2010}}{{citation needed|date=November 2010}}

Generic [[Music in advertising|scores for advertisements]] often feature [[clarinet]]s, saxophones, or various [[string instrument|strings]] (such as the [[Classical guitar|acoustic]]/electric guitars and violins) as the primary instruments.

In the late 1990s and early 2000s, electronica music was increasingly used as background scores for television advertisements, initially for automobiles,<ref name="taylor">''The Changing Shape of the Culture Industry; or, How Did Electronica Music Get into Television Commercials?'', Timothy D. Taylor, University of California, Los Angeles, [http://tvn.sagepub.com/cgi/content/abstract/8/3/235 Television & New Media, Vol. 8, No. 3, 235–258 (2007)] {{Webarchive|url=https://web.archive.org/web/20071203205355/http://tvn.sagepub.com/cgi/content/abstract/8/3/235 |date=December 3, 2007 }}</ref> and later for other technological and business products such as computers and financial services. Television advertising has become a popular outlet for new artists to gain an audience for their work, with some advertisements displaying artist and song information onscreen at the beginning or end.