Word: siday
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Dates: during 1960-1969
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Though neither his name nor his mu sic has ever appeared on any of the popularity polls, Eric Siday is one of the highest-paid and most frequently played composers in the world. No day goes by, in fact, that roughly 80% of the U.S. population does not hear at least one of his compositions. Among his most recent works is the one that goes bing, bong, boing, Swurpledeewurpledeezeech! That little masterpiece is played as the TV announcer says "CBS presents this program in color," while CBS's trademarked "eye" goes swurpling across the screen...
...Madison Avenue conviction that the name of a product can root itself in the subconscious more readily if it is accompanied by an instantly identifiable musical trademark. Jingles are fine for the one-minute spiel, but for the short, hard pitch, signature music is the thing. Thus Siday's eight-note bleeper, played above a sizzling, highballing beat, gets the message across even without the slogan, "You're ahead in a Ford all the way"; his seven-note arrangement for the litany, "You can be sure, if it's Westinghouse," creates just the positive, forward-looking image...