Glossary entry (derived from question below)
French term or phrase:
jingle publicitaire
English translation:
break bumper
Added to glossary by
Tony M
May 3, 2017 09:11
7 yrs ago
5 viewers *
French term
jingle publicitaire
French to English
Tech/Engineering
Cinema, Film, TV, Drama
TV advertising
What is the correct name for the little intro / extro commercial TV companies insert to indicate the start / end of a commercial break?
You know, to clearly mark the break between the programme and the adverts?
In French, my customer is calling it a 'jingle', but I'm pretty sure that's NOT the correct use of 'jingle' in English (which to me is a catchy little tune / slogan used in e.g. an advert like "Everyone's a fruit-and-nut-case" or "Watch out, watch out, there's a Humphrey about!" or "If you like a lot of choc'late on your biscuit, join our Club!" or "A finger of fudge is just enough..."; or the little musical 'sting' that goes with a corporate logo etc.)
The trouble is, sometimes this intro / extro is little more than in fact a station ID 'jingle' — I'm thinking of the original Channel 4 one in the UK, and also the famous Thames one. But nowadays these seem to me to have departed from the original idea of a simple station ident...
You know, to clearly mark the break between the programme and the adverts?
In French, my customer is calling it a 'jingle', but I'm pretty sure that's NOT the correct use of 'jingle' in English (which to me is a catchy little tune / slogan used in e.g. an advert like "Everyone's a fruit-and-nut-case" or "Watch out, watch out, there's a Humphrey about!" or "If you like a lot of choc'late on your biscuit, join our Club!" or "A finger of fudge is just enough..."; or the little musical 'sting' that goes with a corporate logo etc.)
The trouble is, sometimes this intro / extro is little more than in fact a station ID 'jingle' — I'm thinking of the original Channel 4 one in the UK, and also the famous Thames one. But nowadays these seem to me to have departed from the original idea of a simple station ident...
Proposed translations
(English)
| 3 +2 | advertising bookend |
Julia Burgess
|
| 4 | sponsorship bumper |
Steph Noviss
|
| 1 | ad break intro |
Pauline Teale
|
References
| break bumper |
Alison MacG
|
Proposed translations
+2
8 mins
Julia Burgess
United Kingdom
United Kingdom
Native in English
United Kingdom
Experienced in the travel industry
Native in: English (Variants: US, British)
Works in: German to English
Related KudoZ points
:
3
Selected
advertising bookend
This seems to fit the bill and can be found in both US and UK sources.
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Note added at 13 mins (2017-05-03 09:24:42 GMT)
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Also found the term "bumper" when used for the broadcaster's ident, rather than a product advertisement. See: https://en.wikipedia.org/wiki/Bumper_(broadcasting)
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Note added at 13 mins (2017-05-03 09:24:42 GMT)
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Also found the term "bumper" when used for the broadcaster's ident, rather than a product advertisement. See: https://en.wikipedia.org/wiki/Bumper_(broadcasting)
Reference:
http://www.businessdictionary.com/definition/bookend.html
http://ababankmarketing.com/insights/extending-your-tv-reach/
Peer comment(s):
| agree |
Charles Davis
: Not bookend (also known as top & tail), which is when an ad is placed at the beginning and end of the same break. "Bumper" is the word, and perhaps specifically "bumper music" here.
25 mins
|
|
Thanks Charles. I wasn't quite clear whether Tony was after a term for product ads or broadcaster plugs - possibly he's after a catch-all!
|
|
| agree |
philgoddard
: Bumper music or bumper jingle. http://en.m.wikipedia.org/wiki/Bumper_music
3 hrs
|
| neutral |
mrrafe
: agree with Charles Davis that bumper can come at start or end. Bump in, bump out.
5 hrs
|
3 KudoZ points awarded for this answer.
Comment: "Thanks, Julia! Although your suggestion of 'bookend' is not the exact term in this context, you were indeed the first to come up with the term 'bumper', which my industry contacts have confirmed is indeed the correct term (with the addition of 'break')."
54 mins
Pauline Teale
United Kingdom
United Kingdom
Native in English
Works in field
United Kingdom
Travel and tourism specialist
Native in: English 
Works in: French to English, Italian to English
ad break intro
I'd call it an ad break intro or outro at the end of the ad break, but that's just my instinct.
Note from asker:
| Thanks for your contribution! Those are the sort of terms I would have used too, but I had this naging feeling that there was a special dedicated term — which turns out to be the case! Thanks a lot! |
1 hr
Steph Noviss
United Kingdom
United Kingdom
Native in English
United Kingdom
Corporate, tourism, IP law, EU law, food
Native in: English (Variant: UK)
Works in: Spanish to English, French to English
sponsorship bumper
How about sponsorship bumper? It looks like there are several overlapping terms used in the industry but this seems general enough to cover those at the start and end of programmes as well as at mid-show ad breaks. See references below.
Example sentence:
Brands that sponsor popular TV shows get their sponsorship bumpers played usually for around 15 seconds at the beginning of the show, 10 seconds coming in and out of advert breaks and about 10 seconds at the end of the show.
Note from asker:
| Thanks a lot, Steph! 'bumper' is indeed the correct term — but in my particular case, this has nothing to do with actual sponsorship, but purely commercial breaks. |
Peer comment(s):
| neutral |
Jennifer Levey
: A "sponsorship bumper" is a concatenated group of brief extracts from normal ads, designed to remind viewers of who is sponsoring the associated programme. Tony's "jingle pub..." is (in the UK at least) non-commercial. "bumper" by itself is too generic.
3 hrs
|
Reference comments
21 mins
Alison MacG
United Kingdom
United Kingdom
Native in English
United Kingdom
Patents and related material specialist
Native in: English (Variants: UK, British, Scottish)
Works in: German to English, French to English, Swedish to English, and 4 more.
Reference:
break bumper
Just saw Julia's reference to bumper before posting an answer, so I'll post a reference instead.
Break Bumpers – those small animations which appear just before the adverts start.https://www.transdiffusion.org/2003/08/03/breakbumpers
Au Royaume-Uni, le terme de "jingle pub" n'est pas utilisé. On utilise plutôt celui de "break bumper" car il servent juste à faire une petite transition entre la B.A et la pub, le jingle pub tel qu'on le connait chez nous n'étant pas obligatoire.
http://www.gentv.be/visionner.php?video=6509
Break Bumpers – those small animations which appear just before the adverts start.https://www.transdiffusion.org/2003/08/03/breakbumpers
Au Royaume-Uni, le terme de "jingle pub" n'est pas utilisé. On utilise plutôt celui de "break bumper" car il servent juste à faire une petite transition entre la B.A et la pub, le jingle pub tel qu'on le connait chez nous n'étant pas obligatoire.
http://www.gentv.be/visionner.php?video=6509
Note from asker:
| Thanks a lot, Alison! |
Peer comments on this reference comment:
| agree |
Charles Davis
11 mins
|
|
Thanks, Charles
|
|
| agree |
Victoria Britten
1 hr
|
|
Thanks, Victoria
|
|
| agree |
Jennifer Levey
: This is the best option here, given that the "jingle" Tony is talking about is (in the UK at least), strictly non-commercial in content.
3 hrs
|
|
Thanks, Robin
|
Discussion
https://www.definitions-marketing.com/definition/jingle/
And there's also this:
https://fr.wikipedia.org/wiki/Jingle_pub