kǒuhào: 口号 - Slogan, Rallying Cry, Catchphrase

• Keywords: kouhao, 口号, Chinese slogan, Chinese propaganda, Chinese rallying cry, what does kouhao mean, Chinese catchphrase, political slogans China, Chinese advertising slogans
• Summary: “口号 (kǒuhào)” is the Chinese word for a slogan, rallying cry, or catchphrase. Far more than just a marketing tagline, a kǒuhào is a powerful tool used in political campaigns, social movements, and advertising to mobilize and unify people. Understanding “口号” is essential for grasping how public messaging and collective action are shaped in modern China, from government directives to commercial advertisements.

• Pinyin (with tone marks): kǒuhào
• Part of Speech: Noun
• HSK Level: HSK 5
• Concise Definition: A slogan, catchphrase, or rallying cry, often used for political, social, or commercial purposes.
• In a Nutshell: Imagine a short, powerful phrase designed to be shouted in unison by a crowd, printed on a massive banner, or repeated in state media. That's a “口号”. It's a “mouth signal” intended to instantly communicate a shared goal and inspire collective action. While it can be used for advertising, its roots are deeply tied to political and social mobilization.

• 口 (kǒu): This character is a pictograph of a mouth or an opening. It's one of the most fundamental characters in Chinese.
• 号 (hào): This character means to cry out, to signal, or to call. It can also mean “number” or “mark,” but here, the meaning of “to signal” or “to call out” is key.

When combined, 口号 (kǒuhào) literally translates to a “mouth signal” or a “call from the mouth.” This beautifully captures its function as a vocalized, unifying phrase meant to be heard and repeated.

In China, a 口号 (kǒuhào) is a significant cultural and political instrument. For much of the 20th and 21st centuries, slogans have been the primary vehicle for communicating the Party's agenda, mobilizing the masses, and shaping national consciousness. From the revolutionary slogans of the Mao era to the contemporary “Chinese Dream” (中国梦, Zhōngguó Mèng), these phrases are ubiquitous, appearing on everything from building-sized banners to news headlines. Compared to a Western “slogan,” which is most often associated with either corporate advertising (“Just Do It”) or grassroots protest (“Make Love, Not War”), the Chinese 口号 has a much stronger top-down, state-driven connotation. It reflects a collectivist value system where individual goals are often aligned with national objectives. A 口号 is not just a suggestion; it's a directive, a summary of a policy, and a marker of the current political zeitgeist. Learning to recognize and understand the prominent 口号 of a given period is like having a key to deciphering the priorities of the nation.

While its political weight remains, the use of 口号 has diversified in modern China.

• Government and Political Campaigns: This remains the most classic usage. You will see them everywhere, promoting policies on everything from environmental protection (“绿水青山就是金山银山” - Clear waters and green mountains are mountains of gold and silver) to economic development.
• Commercial Advertising: Companies now use 口号 as brand taglines. These are often punchy, aspirational, and designed to capture the modern consumer's attention. They are the Chinese equivalent of a “tagline” or “slogan.”
• Social and Public Service Announcements: Slogans are used to promote public health (e.g., during the COVID-19 pandemic), traffic safety, and other civic virtues.
• Informal Use: People might jokingly quote famous political slogans in everyday conversation or create their own for fun among friends, showing how deeply these phrases are embedded in the popular culture.

Example 1: 这个广告的口号是什么？ Pinyin: Zhège guǎnggào de kǒuhào shì shénme? English: What is this advertisement's slogan? Analysis: This is a very common and neutral use of the word in a commercial context. It's equivalent to asking for a company's tagline. Example 2: 在游行中，他们高喊着口号。 Pinyin: Zài yóuxíng zhōng, tāmen gāo hǎnzhe kǒuhào. English: During the protest march, they were shouting slogans. Analysis: Here, 口号 clearly means “rallying cry.” The verb 高喊 (gāo hǎn - to shout loudly) is often paired with 口号. Example 3: “为人民服务”是毛主席提出的一个著名口号。 Pinyin: “Wèi rénmín fúwù” shì Máo zhǔxí tíchū de yí ge zhùmíng kǒuhào. English: “Serve the People” is a famous slogan put forward by Chairman Mao. Analysis: This example highlights the historical and political significance of 口号. It refers to one of the most enduring slogans in modern Chinese history. Example 4: 我们公司的口号是“创新、合作、共赢”。 Pinyin: Wǒmen gōngsī de kǒuhào shì “chuàngxīn, hézuò, gòngyíng”. English: Our company's slogan is “Innovation, Cooperation, Win-Win.” Analysis: This shows a typical corporate 口号, which often consists of a few positive keywords. Example 5: 这只是一个空洞的口号，没有任何实际行动。 Pinyin: Zhè zhǐshì yí ge kōngdòng de kǒuhào, méiyǒu rènhé shíjì xíngdòng. English: This is just an empty slogan, without any practical action. Analysis: This demonstrates a negative or critical use of the word. A 口号 without action is seen as meaningless. The adjective 空洞 (kōngdòng - empty, hollow) is often used to describe such slogans. Example 6: 学校的墙上挂着“好好学习，天天向上”的口号。 Pinyin: Xuéxiào de qiáng shàng guàzhe “hǎo hǎo xuéxí, tiān tiān xiàng shàng” de kǒuhào. English: The slogan “Study hard and make progress every day” is hanging on the school wall. Analysis: This shows a common educational 口号. Note that the physical banner itself might be called a 标语 (biāoyǔ), but the phrase on it is the 口号. Example 7: 为了这次活动，我们需要想出一个响亮的口号。 Pinyin: Wèile zhè cì huódòng, wǒmen xūyào xiǎng chū yí ge xiǎngliàng de kǒuhào. English: For this event, we need to come up with a catchy slogan. Analysis: The adjective 响亮 (xiǎngliàng), which means “loud and clear” or “resounding,” is often used to describe a good, effective 口号. Example 8: 这个品牌的口号成功地吸引了年轻消费者。 Pinyin: Zhège pǐnpái de kǒuhào chénggōng de xīyǐnle niánqīng xiāofèizhě. English: This brand's slogan successfully attracted young consumers. Analysis: This again shows the commercial power of a well-crafted 口号 in modern business. Example 9: 环保组织提出的口号是“保护地球，人人有责”。 Pinyin: Huánbǎo zǔzhī tíchū de kǒuhào shì “bǎohù dìqiú, rén rén yǒu zé”. English: The slogan proposed by the environmental organization is “Protect the Earth, it's everyone's responsibility.” Analysis: This illustrates the use of 口号 in social advocacy and public service campaigns. Example 10: 他把“永不放弃”当作自己人生的口号。 Pinyin: Tā bǎ “yǒng bù fàngqì” dāngzuò zìjǐ rénshēng de kǒuhào. English: He takes “never give up” as his life's motto. Analysis: While a personal motto is more accurately a 座右铭 (zuòyòumíng), using 口号 here is acceptable and implies that he treats this phrase as a personal, motivating rallying cry.

• 口号 (kǒuhào) vs. 口头禅 (kǒutóuchán): This is the most common point of confusion for learners.
  • 口号 (kǒuhào): A public, formal slogan for a group, company, or movement. It's meant to be shared and to mobilize.
  • 口头禅 (kǒutóuchán): A personal “catchphrase” or “pet phrase” that an individual says habitually. It's informal and personal.
  • Incorrect: My friend's catchphrase is “No problem!” 他的口号是“没问题！” (Tā de kǒuhào shì “méi wèntí!”)
  • Correct: My friend's catchphrase is “No problem!” 他的口头禅是“没问题！” (Tā de kǒutóuchán shì “méi wèntí!”)
• Not Just for Politics: While deeply associated with politics, don't assume 口号 is *only* used for government propaganda. As the examples show, it's a standard term for any commercial or public-facing slogan. The context tells you the specific connotation.

• 口头禅 (kǒutóuchán) - A personal catchphrase or pet phrase. The key distinction from the public-facing 口号.
• 标语 (biāoyǔ) - A written slogan, typically on a banner, poster, or wall. A 标语 is the physical manifestation of a 口号.
• 广告词 (guǎnggàocí) - Advertising slogan/copy. This term is more specific to commerce and lacks the political/mobilization undertones of 口号.
• 宣传 (xuānchuán) - Propaganda, publicity. 口号 is a primary tool of 宣传.
• 座右铭 (zuòyòumíng) - A personal motto; a guiding principle. It's more philosophical and reflective than a 口号.
• 格言 (géyán) - A maxim or aphorism. A short, wise saying that expresses a general truth, like “Haste makes waste.”
• 动员 (dòngyuán) - To mobilize, to rally. This is often the primary purpose of a political or social 口号.