Guidelines for writing slogans

As a practical means of publicity, slogans have a long tradition and have a wide range of uses. Promotion of conferences and mobilization of large-scale events often rely on traditional means such as slogans to create an atmosphere and momentum, so that the meaning and purpose of the event can be deeply rooted in people's hearts, thus effectively promoting the smooth progress of the event. Due to restrictions on specific occasions, or in order to further expand the impact of the event, organizers often use traditional slogans to mobilize the enthusiasm of different groups of people while making full use of modern media technology to fully cooperate with modern media means of publicity. Examining the written slogans can not only test the candidate's political quality, but also test the candidate's ability to understand and use language, especially the candidate's ability to actually use language.

A slogan is a propaganda and agitation statement written in concise language. Its most basic feature is that the language is concise and has propaganda and agitation properties. To keep the language concise, you must pay attention to the choice of sentence patterns, word selection, use of rhetorical techniques, and expression of logical reasoning. Specifically, it includes the following aspects:

1. Number of words.

Due to limitations of specific occasions, means of expression, and the level of message recipients, slogans cannot use longer sentences. Short sentences, fewer words, and accurate expressions are the basic requirements for concise slogan language. Slogans are usually written on paper, on the wall, or on cloth. In order to be eye-catching, the font size is generally larger. Taking into account people's sight, the number of words should not be too many. If a slogan has too many words, dozens or even hundreds of words, it will be too troublesome for the writer and difficult for the readers to read. When testing the proposed slogan in the exam, there should be a word count requirement; if the test question does not have a clear requirement for the word count, candidates should also pay attention to the number of words in the proposed slogan.

2. Words.

Since slogans pay great attention to practicality, the cultural level, ideological status, life experience and even identity and status of different readers must be taken into consideration. The proposed slogan should take into account the general level of readers as much as possible. group, without considering the higher-level readership. In this way, when choosing words, it is necessary to make them easy to understand, clear, accurate, touching, lively, and at the same time avoid gorgeous rhetoric, especially polysemy words, which may lead to language ambiguity caused by different understandings of polysemy words (including phrases). It is worth noting that the purpose of slogans is to create an atmosphere and mobilize the enthusiasm of participants. Therefore, the language should be as vivid and literary as possible, which really makes people feel happy and pleasing to the eye. At least it makes people enjoy hearing and seeing it, and avoid being rigid and rigid. obsolete.

3. Sentence pattern.

The recipients of slogans are generally clear. Therefore, in terms of sentence structure, simple single sentences without subjects are generally used, mostly with verb-object structures, and complex subject-predicate sentences are rarely used. The sentence structure of slogans is generally relatively neat. Even longer sentences are mostly complete sentences with fewer words and simpler structures, such as sentences of contrast, duality and simple parallel sentences.

4. Punctuation.

Due to restrictions on special means of expression, punctuation marks are generally not allowed in slogans (except for the use of book titles when promoting certain works or speeches, and the use of quotation marks for specific titles). Therefore, when drafting slogans, avoid ambiguities caused by pauses or accents. When you really need to pause, you can use spaces (vertical format) or line breaks (horizontal format) instead of punctuation marks.

5. Rhetoric.

Generally speaking, the audience of a slogan is very clear in advance. Therefore, the slogan should consider the popularity of the audience, that is, it should be accepted by the majority of the audience as much as possible. Then, relatively uncommon rhetorical techniques such as synaesthesia, imitation, metonymy, etc. should not be used. Rhetorical techniques such as exaggeration, questioning, and rhetorical questions are generally not allowed in slogans. You can use rhetorical techniques such as similes, metaphors, comparisons, parallels, parallels, repetitions, etc. that are popular with the public. If you use them well, you can get better expression effects. The above is based on positive rhetorical techniques. At the same time, we should also carefully refine the words and sentences, strive to express expressions accurately, and make the language concise, coherent, and appropriate.

6. Content.

The ultimate purpose of posting slogans is to create an atmosphere, create momentum, publicize and inspire the masses, and mobilize everyone's participation. Therefore, any "loyal" approach that goes against this is in vain. When writing a slogan, to do this, you must keep the audience of the slogan in mind and use language according to the purpose of expression.

It is worth emphasizing that the content of the slogan must be positive and healthy. It must be cordial and friendly and be liked by most audiences. It must also be fresh, lively, lively and literary, which can indeed create an atmosphere and boost morale.

Intensive training

According to the requirements, use your imagination to write three slogans for the opening ceremony of the 2008 Beijing Olympic Games. The language should be cordial, friendly, lively, and rich in literary talent.

(1), (from the perspective of athletes) show the spirit of athletes from various countries.

(2) (from the audience’s perspective) express the audience’s enthusiastic expectations for the athletes.

(3) (from a historical perspective) express the significance of this sports event.

Sample answers

(1) We walked into this passionate land with a smile

We are confident and full of energy to strive for first place in the Olympic Games

(2) Beijing embraces you

The ancient nation will always cheer for you

The enthusiastic Beijing is looking forward to your shining appearance

(3) , Beijing is proud of you, you make Beijing even prouder

Inherit the history of Olympic civilization and remember it forever

Green civilization shines because of you

Scientific and technological civilization is because of you And carry it forward

The humanistic spirit is sublimated because of you