广播广告是一种诉之于听觉的有声语言,它依托广播这种媒体传播商品、劳务和公益信息,不过这种信息言过即逝,不同于图文并茂的报纸或杂志广告和声画合一的电视广告,所以如何运用广播广告的语言去实施广告策略、进行广告创意,实现广告诉求就显得尤为突出和必要。语言、音乐和音响 Radio advertisements are an audio-visual language for hearing, which relies on the media such as radio to broadcast goods, services and public interest information. However, this kind of information is too fleeting, unlike the well-illustrated newspaper or magazine advertisement and sound painting TV advertising, so how to use the language of radio advertising to implement advertising strategies, creative advertising, advertising appeal is particularly prominent and necessary. Language, music and sound