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.