Many parents know the scene all too well. A child sits in the back seat of the car or sprawls across the living room floor, effortlessly reciting every word of a fast-paced television commercial. Others can sing along perfectly to a popular song, complete with impeccable timing and every lyric intact.
Yet, ask them a few minutes later what they learned in school that day and the response is often a puzzled look or a shrug.
According to educator and writer Mary Cuffy, that apparent contradiction is neither unusual nor a cause for concern.
“Parents often tell me their children can remember every word of a song or advertisement but have difficulty recalling information from class. In reality, that tells us something important about how the brain learns,” Cuffy said.
For Cuffy, understanding how children learn has been a lifelong passion. With 17 years in education, she said teaching is not simply her profession but a fundamental part of who she is. In 2019, she embarked on a new chapter as a published author, sharing stories in her own voice. That creative shift eventually led her to the Guardian in 2020, where she has been able to blend her lives as an educator and writer.
The observation is hardly new. For generations, Caribbean parents have joked that if their children learned their schoolwork as easily as they learned songs from the radio or catchy television jingles, academic success would come effortlessly.
Cuffy pointed out that adults experience the same thing.
“Most people cannot remember every times table they learned in primary school, but they can instantly recall an old advertising jingle from decades ago. The moment they hear the opening notes, the words come back.”
It is the same reason many people still rely on childhood rhymes and songs to remember information.
“Many adults still use the rhyme, ‘Thirty days have September, April, June, and November,’ when trying to remember which months have 30 days. Others sing the alphabet song in their heads when trying to determine which letter comes next.”
According to Cuffy, the answer lies in the way the human brain processes information.
The science
behind the song
Cuffy explained that psychologists often refer to a concept known as “dual coding”.
“When we hear spoken information, the brain has one pathway for processing it. However, when words are paired with melody and rhythm, the brain creates two pathways. The information is no longer just a collection of facts, it becomes part of a song.”
Rhythm also plays an important role in memory formation.
“A steady beat helps synchronise activity in the brain, making information easier to recall. This is one reason children remember television jingles so well.”
It also explains why some advertising slogans seem impossible to forget, even years later.
Cuffy said advertisers and television producers have long understood this principle.
“They know that when information is paired with a simple, memorable rhythm, children are more likely to retain it.”
The effect becomes even stronger when enjoyment is involved.
“When children experience joy, excitement or amusement while listening to music, the brain releases dopamine. Dopamine helps reinforce memory by signalling that the experience is worth remembering.”
Rather than viewing a child’s ability to memorise songs and advertisements as a distraction, parents can see it as evidence of a brain that is ready to learn.
“That same ability can be applied to mathematics, spelling and science. The key is presenting information in a way that works with the brain’s natural learning processes.”
Using the ‘jingle effect’
at home
The good news, Cuffy said, is that parents can use this natural tendency to their advantage.
One approach is to put difficult information to music.
“If a child is struggling with multiplication tables or spelling words, try setting them to a familiar tune. The melody helps capture attention and makes the information easier to store and retrieve.”
Parents can also create simple songs to support daily routines.
“A short song about brushing teeth or packing a school bag can make routines more predictable and easier for children to remember.”
For families who are less comfortable singing, rhythm alone can still work wonders.
“Clapping syllables in longer vocabulary words helps break information into smaller pieces, making it easier for children to process.”
Cuffy also stressed the importance of making learning enjoyable.
“When children are smiling and having fun, dopamine is released. That positive emotional connection helps strengthen memory.”
A memory that
lasts a lifetime
Musical memory, she said, often remains remarkably resilient throughout life.
“Even when people experience age-related memory loss or conditions such as dementia, music frequently remains accessible.”
As a result, an elderly person may struggle to recall recent events while still remembering every word of a favourite calypso or a radio jingle from decades ago.
“Music is stored in parts of the brain that are often well protected. That is why songs from childhood can remain vivid for so many years.”
So, the next time a child belts out the latest television advertisement word for word but cannot remember what happened in maths class, parents may not need to worry.
Instead, Cuffy said, they can see it as proof that their child’s brain is doing exactly what it is designed to do, learn through rhythm, repetition and enjoyment.
“When information is paired with rhythm, repetition and enjoyment, learning becomes much more memorable.”
And that, she said, is a lesson that can benefit children and adults alike.
