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Oral Communications

Oral communications has been in evolution since man discovered the need to relay a message pertaining to wants and needs. Advances in psychology, language, physiological analysis and other fields have given rise to doing so in an effective and efficient manner.  Businesses have also learned to utilize this in a myriad of ways but none as tangible and easily visible as the ads shown on television. Television advertisements or commercials, as known in some countries, are inserted in between shows or during the show itself in order to get the message of these companies across while the viewers’ focus is being held by the show.

They hit the essentials of any business communication being to inform, to motivate or persuade and to entertain.  The most important essential is being able to motivate or persuade.  Most companies utilize celebrities in order to capture the market of their fans like Michael Jordan for Nike.  Ever since the Air Jordans came out, millions of people have bought into the franchise that Nike decided to create a separate line.

Secondly, to inform, advertising companies use them along with other forms of broadcast in order to introduce new products, increase revenues through promotions and fortify the current

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standing of the product within the market or even maintain the market share stability by making sure the public does not “forget” or switch to another product.  Lastly, it should also be very entertaining and memorable in order to capture the fancy and be an efficient medium.  Utilization of jingles and slogans also fortify the message.

Years ago, I remembered the Michael Jordan-Nike ad leaping from the free-throw line to execute a dunk in slow motion and black and white.  At the end it was just the Nike logo telling me to “Just do it”.  I did buy the shoes but I never learned how to dunk.

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