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Academic Journal of Humanities & Social Sciences, 2022, 5(7); doi: 10.25236/AJHSS.2022.050710.

Oral Communication in Advertising Copy: Reviews and Implication


Liu Kunlang

Corresponding Author:
Liu Kunlang

School of Cultural Creativity and Management, Communication University of Zhejiang, Jiaxing, China


There is a natural contradictory tendency in consumers towards advertising. They tend to ignore or actively avoid the messages conveyed through advertisements. However, when the proposed messages in advertisements are communicated in oral form, they may be able to bypass consumers' mental barriers and work effectively. The origin of texts is inseparable from oral language, which has been an essential tool of communication since ancient times. In the current age of "secondary orality" where media platforms are highly developed, oral expression is still critical. For example, in the process of advertising, when text information is transformed into oral expression especially with certain rhythms, rhymes or a fixed mode, consumers are more likely to precisely understand the message. For the brands, they can produce advertisements that not only correspond to their core values but also better create a friendly image. However, oral communication in advertising also has its limitations for regionality and variabilit.


Oral Communication; Advertising; Advertising Copy; Branding

Cite This Paper

Liu Kunlang. Oral Communication in Advertising Copy: Reviews and Implication. Academic Journal of Humanities & Social Sciences (2022) Vol. 5, Issue 7: 49-53. https://doi.org/10.25236/AJHSS.2022.050710.


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