Kim, Jung-woo. 2004. The Changes of Language Usage in Radio Advertisements. The Sociolinguistic Journal of Korea, 12(2). The purpose of this study is to examine the changing trends of language usage in radio advertisements. Radio has made efforts to compete with other mass media. This study proposes to divide the changing trends of radio advertisements into five periods according to competing relationships between radio and the other media. Diverse aspects of language usage were found in each period; they relate to the radio's efforts to solidify its position against other competing media such as newspaper and television. This paper suggests, in conclusion, that the trends of language usage in radio advertisements have reflected the radio's efforts to fortify its communication efficiency in communicating to the masses.