biāoyǔ: 标语 - Slogan, Banner, Poster

• Keywords: 标语, biaoyu, biāoyǔ, Chinese slogan, Chinese propaganda poster, Chinese banner, what is biaoyu, public signs in China, 口号 vs 标语
• Summary: Discover the meaning of 标语 (biāoyǔ), a term for the slogans, banners, and posters that are an unmissable feature of the Chinese public landscape. From political propaganda and public service announcements to commercial advertising, this guide explores the cultural significance of `biāoyǔ`, how they are used in modern China, and provides numerous examples to help you understand this key aspect of visual communication in Chinese society.

• Pinyin (with tone marks): biāoyǔ
• Part of Speech: Noun
• HSK Level: HSK 5
• Concise Definition: A slogan, banner, or poster, typically displayed in a public place.
• In a Nutshell: `标语` refers to the short, direct, and often impactful phrases written on banners, walls, and posters throughout China. Think of them as “public-facing words.” They can be commands, reminders, or advertisements. Seeing and understanding `标语` is essential to grasping the visual and social atmosphere of any Chinese city or town, as they communicate everything from national policy to local traffic rules.

• 标 (biāo): This character means “a mark,” “a sign,” “a label,” or “to indicate.” It's about making something visible and identifiable, like a signpost (`路标 lùbiāo`) or a trademark (`商标 shāngbiāo`).
• 语 (yǔ): This character means “language,” “words,” or “speech.” It refers to spoken or written communication.

When combined, 标语 (biāoyǔ) literally translates to “sign words” or “marking language.” This perfectly captures the essence of the term: words designed to be a public sign or marker, conveying a message quickly and clearly to a broad audience.

`标语` are more than just words on a wall; they are a window into Chinese society and governance. Historically, they were a primary tool for political mobilization and propaganda, especially during the 20th century. Large, bold, and often red, these slogans conveyed the Party's directives and unified public thought. To a Westerner, the closest concept might be a mix of billboard advertising, public service announcements (PSAs), and protest signs. However, the key difference lies in the source and prevalence of official, government-sponsored slogans. While PSAs exist in the West (e.g., “Only You Can Prevent Forest Fires”), they don't permeate public space to the same degree as state-issued `标语` in China. This practice reflects a cultural value where the state plays a strong role in guiding society. `标语` are a top-down communication tool used to promote national goals, social harmony, and specific behaviors (from sorting trash to embracing the “Chinese Dream”). They are a visible manifestation of the government's ongoing dialogue with its citizens.

While the red political `标语` still exists, its usage has diversified significantly. Today, you'll encounter them in various contexts:

• Government and Political Slogans: These are often found on large red banners (`横幅 héngfú`) hanging across streets or on building walls. They promote national policies, like “Building a Civilized City” (创建文明城市) or the “Core Socialist Values.”
• Public Service Announcements (PSAs): Extremely common for promoting public health and safety. You'll see `标语` reminding people to wear masks, not to drink and drive, to conserve water, or to be careful of fire hazards.
• Commercial Advertising: Shops and businesses use `标语` on banners to announce sales, grand openings, or special promotions. For example, “Grand Opening! 20% Off All Items!” (新店开业, 全场八折!).
• Schools and Workplaces: Educational institutions and companies use motivational `标语` to encourage students and employees, such as “Study hard and improve every day” (好好学习, 天天向上).
• Community Notices: Neighborhood committees use them to inform residents about things like vaccination drives or new regulations.

The tone can range from stern and formal (political) to friendly and even humorous. During the COVID-19 pandemic, many villages came up with witty and rhyming `标语` that went viral online.

• Example 1:
  • 墙上挂着一条红色的标语。
  • Pinyin: Qiáng shàng guàzhe yī tiáo hóngsè de biāoyǔ.
  • English: There is a red slogan banner hanging on the wall.
  • Analysis: This is a simple descriptive sentence, the kind you would use to point out a common sight in China. The combination of “red” (红色) and `标语` often implies a governmental or official message.
• Example 2:
  • 这条交通安全标语提醒我们不要酒后驾车。
  • Pinyin: Zhè tiáo jiāotōng ānquán biāoyǔ tíxǐng wǒmen bùyào jiǔhòu jiàchē.
  • English: This traffic safety slogan reminds us not to drink and drive.
  • Analysis: This example shows `标语` used in the context of a PSA. It highlights the function of a slogan: to remind (`提醒`).
• Example 3:
  • 学校门口的标语写着：“欢迎新同学”。
  • Pinyin: Xuéxiào ménkǒu de biāoyǔ xiězhe: “Huānyíng xīn tóngxué”.
  • English: The slogan at the school gate says: “Welcome, new students.”
  • Analysis: A common, friendly `标语` seen at the beginning of a school year. This shows the term's use in a non-political, everyday context.
• Example 4:
  • 为了宣传环保，我们想出了几条朗朗上口的标语。
  • Pinyin: Wèile xuānchuán huánbǎo, wǒmen xiǎngchūle jǐ tiáo lǎnglǎng shàngkǒu de biāoyǔ.
  • English: In order to promote environmental protection, we came up with a few catchy slogans.
  • Analysis: This sentence shows someone actively creating a `标语`. The phrase `朗朗上口 (lǎnglǎng shàngkǒu)` means “catchy” or “easy to recite,” a key quality of a good slogan.
• Example 5:
  • 商场打出了“年终大促”的标语来吸引顾客。
  • Pinyin: Shāngchǎng dǎchūle “niánzhōng dàcù” de biāoyǔ lái xīyǐn gùkè.
  • English: The shopping mall put up a “Year-End Grand Sale” slogan to attract customers.
  • Analysis: Here, `标语` is used for commercial purposes. `打出 (dǎchū)` is a common verb used with `标语`, meaning “to put up” or “to display.”
• Example 6:
  • 这句标语非常有力，能够激励整个团队。
  • Pinyin: Zhè jù biāoyǔ fēicháng yǒulì, nénggòu jīlì zhěnggè tuánduì.
  • English: This slogan is very powerful and can motivate the entire team.
  • Analysis: This highlights the psychological or motivational aspect of a `标语`, especially in a corporate or team setting.
• Example 7:
  • 在农村，你还能看到一些几十年前的旧标语。
  • Pinyin: Zài nóngcūn, nǐ hái néng kàndào yīxiē jǐ shí nián qián de jiù biāoyǔ.
  • English: In the countryside, you can still see some old slogans from decades ago.
  • Analysis: This points to the historical significance of `标语`. Sometimes old, faded political slogans remain on walls as a relic of a past era.
• Example 8:
  • 政府贴出了新的标语，要求大家做好垃圾分类。
  • Pinyin: Zhèngfǔ tiēchūle xīn de biāoyǔ, yāoqiú dàjiā zuòhǎo lājī fēnlèi.
  • English: The government has posted new slogans asking everyone to do a good job of sorting trash.
  • Analysis: This shows the direct link between government policy and `标语`. `贴出 (tiēchū)` means “to post” or “to stick up,” often used for posters.
• Example 9:
  • 这个广告的标语是什么？我没记住。
  • Pinyin: Zhège guǎnggào de biāoyǔ shì shénme? Wǒ méi jìzhù.
  • English: What is the slogan for this advertisement? I didn't remember it.
  • Analysis: Demonstrates that `标语` can also refer specifically to a commercial tagline or ad copy.
• Example 10:
  • 工地周围的围墙上画满了安全生产的标语。
  • Pinyin: Gōngdì zhōuwéi de wéiqiáng shàng huà mǎnle ānquán shēngchǎn de biāoyǔ.
  • English: The walls around the construction site are covered with slogans about production safety.
  • Analysis: A very specific and practical use case. `安全生产 (ānquán shēngchǎn)` or “safe production” is a constant theme for `标语` at any industrial or construction site.

The most common point of confusion for learners is the difference between `标语 (biāoyǔ)` and `口号 (kǒuhào)`.

• `标语 (biāoyǔ)` - The Written Word: A `标语` is something you see. It is a physical, written or printed text displayed on a banner, poster, wall, or screen.
  • Correct: 墙上有一条标语。 (Qiáng shàng yǒu yī tiáo biāoyǔ.) - There is a slogan on the wall.
  • Incorrect: 我们大声喊标语。 (Wǒmen dàshēng hǎn biāoyǔ.) - This is wrong because you don't shout a written banner.
• `口号 (kǒuhào)` - The Spoken Word: A `口号` is something you shout or chant. It's a rallying cry, a chant at a protest, or a cheer at a sports game. The character `口 (kǒu)` literally means “mouth.”
  • Correct: 示威者在街上喊口号。 (Shìwēizhě zài jiēshàng hǎn kǒuhào.) - The protesters are shouting slogans in the street.
  • Incorrect: 我在墙上读口号。 (Wǒ zài qiáng shàng dú kǒuhào.) - This is wrong because a `口号` is primarily auditory, not visual.

In short: You read a `标语`, but you shout a `口号`. Often, the text of a `口号` might be written down as a `标语`, but the two words refer to the form in which it is delivered (visual vs. auditory).

• 口号 (kǒuhào) - A slogan that is shouted or chanted; a rallying cry. The auditory equivalent of `标语`.
• 宣传 (xuānchuán) - Propaganda or publicity. `标语` is a very common tool of `宣传`.
• 横幅 (héngfú) - A horizontal banner, one of the most common physical forms for a `标语`.
• 海报 (hǎibào) - A poster. Another common format for displaying a `标语`.
• 广告语 (guǎnggàoyǔ) - An advertising slogan or tagline. This is a specific commercial type of `标语`.
• 座右铭 (zuòyòumíng) - A personal motto. You can think of it as a `标语` for an individual's life.
• 标牌 (biāopái) - A sign or placard. More for identification (e.g., “Restroom”) than for persuasion or motivation.
• 口头禅 (kǒutóuchán) - A catchphrase; something a person says habitually. It's like a personal, spoken slogan.