Advertising language is just a simple sentence, which does not conform to the definition of written works in copyright law, so it is impossible to register written works. But if you add simple advertising language and related art design, you can form art works for registration. Names, slogans and titles are equivalent. At present, there is no clear regulation on the protection of advertising language in China. In judicial practice, some advertisements will be recognized as literary works by the court, which have copyright and are protected. However, such advertisements must be creative and distinctive, which can directly and fully reflect the brand characteristics and corporate image, such as "beautiful air conditioning, beautiful world" and "coconut can't stop the wind". However, advertisements that are too general, lack originality and have obvious imitation traces cannot be protected by law. Therefore, we suggest that the advertising language design of enterprises should be as distinctive as possible, and copyright registration should be conducted in order to get more adequate judicial protection in case of disputes.

In practice, China does not deny the copyright protection of advertising language. Theoretically speaking, advertising language belongs to a special written expression. Generally speaking, with few words, it is difficult to express the necessary creative height, and there are often too many thoughts and insufficient expressions. Therefore, some western countries directly refuse to provide copyright protection for general advertising slogans. For example, the US Copyright Office stipulates in its administrative law that "phrases and phrases such as names, names and slogans cannot be protected by copyright law and cannot be registered as works". However, some courts in China have recognized the advertising language in some cases. Even if the number of words is small, it can be protected by copyright on the premise of satisfying the originality of the works, such as "world customs, oriental love" (promoting the service of commercial buildings) and "crossing winter and summer to reach the spring and autumn" (promoting air-conditioning products). On the other hand, well-known advertisements may not be protected by copyright. Many enterprises have carried out a lot of commercial propaganda on well-designed advertising language. After gaining high popularity, they often mistakenly think that advertising language is unique and natural "original" and should be protected by copyright law.