Of course, this is just a general rule. When writing a copy, we should also consider the brand personality and specific forms and requirements. Appropriate space can give the audience room for aftertaste and thinking. If we don't consider the space, the announcer is in a hurry from beginning to end and doesn't give the audience a break, which will easily arouse the audience's disgust, and the effect of the advertisement will naturally be greatly reduced. Fourth, the characteristics of radio advertising copy. As a kind of advertisement that only transmits information through sound and appeals to people's hearing, radio advertisement must establish the concept of "listening" in its copy writing. 1. Creative for "listening" and writing radio advertisements for "listening" should make good use of the "listening" characteristics of broadcast media, provide rich auditory materials, including interesting dialogues and vivid acoustics, combine "listening" advertisements with the auditory experience of the target audience in daily life, guide them to "listen" seriously, and make the advertisements more attractive. (1) The writing of radio advertising copy should give full play to the rich expressive force of Chinese, so that the audience can hear every word clearly and understand every sentence, so that the audience can correctly understand the creativity. It is necessary to master the difference between spoken and written language. (2) The language of radio advertising copy should be carefully selected and scrutinized repeatedly to avoid homophonic words, synonyms or polysemous words, and words that are easy to cause ambiguity and misleading. For example, "looking forward" is easy to be interpreted as "looking at money", "indifference" is easy to be heard as "business style", and so on, and must be replaced by accurate words. (3) We should choose between broadcast advertising products. Radio advertisements should choose some commodities closely related to people's material and cultural life, and be easy to explain and understand. For some goods that are difficult to explain clearly by sound alone, it is not suitable for writing radio advertising copy. For example, some high-tech consumer goods have many symbols or many foreign letters, which are difficult to distinguish simply by sound. (4) The language of radio advertisements should be friendly, full of human feelings, care about the interests of consumers, and let the audience like it as soon as they hear it, and the more they listen, the more they like it. In order to increase the sense of reality and image, people's dialogue and people's solo radio advertisements should introduce vivid, authentic and credible people, rather than pretending to be people who recommend products as soon as they appear. Even if it is not face-to-face communication, people's voice will affect the speaker's image, personality, mood and emotional color.