广播是依靠声音来沟通听众的大众传播媒体,这就决定了广播广告必然要通过声音传播广告信息。广播广告跨越了文字的局限,不受文化层次的制约,雅俗共赏,受众范围广泛,经济实惠,借助亲切动听的语言,配以动人的旋律和真切的环境声效,能使广大听众在美妙的听觉艺术氛围中接受广告信息,从而达到广告传播的目的。因此,尽管当今广告媒体竞争日趋激烈,广播仍然获得不少广告商的青睐。但是作为广播广告从业人 Broadcasting is to rely on the voice to communicate the audience’s mass media, which determines the radio advertising is bound to spread advertising messages through the sound. Broadcast ads span the limits of the text, free from cultural constraints, elegance and taste, a wide range of audiences, affordable, with a cordial language, with moving melodies and real ambient sound, enabling the audience in the wonderful auditory arts Atmosphere to accept advertising information, so as to achieve the purpose of advertising. Therefore, despite the increasingly fierce competition in today’s advertising media, many advertisers still enjoy the favor of broadcasting. But as a radio advertising practitioner