摘要:宣传标语具有特定的时代和地域文化特色，是一种独特的语言现象和宣传方式,也是我国社会生活中一种极具代表性、极其重要的政治文化现象,对展现城市特色，推广城市资源和文化起着重要的作用。文章旨在对扬州市公共场所宣传标语的历史和现状进行总结，大致概括出扬州市的城市特质、文化渊源和经济脉象，以展现城市形象宣传的总体意图；并且对其语音特点、词汇特点、修辞特点及成因进行分析。扬州市公共场所宣传标语具有语音抑扬顿挫、朗朗上口；词汇简洁、恰如其分，时而口语气息浓郁、通俗易懂，时而措辞讲究、精练准确；修辞艺术加工精妙，事半功倍；语用得体、表达准确、富有强烈感召力的诸多特点。文章提倡使用得体、准确、文明的宣传标语，并使之更加人性化，更符合时代要求，更具有人文气息。

关键词 扬州；宣传标语；语音；词汇；修辞

Abstract:Publicity slogans with specific and regional culture characteristics of the times, is a unique way of language and information, is also a highly representative and extremely important political as well as cultural phenomenon in our social life. This kind of slogan plays an important role in showing the city's features, the promotion of urban resources and culture. The article aims to summarize the history and current status of Yangzhou public propaganda slogans, get a general overview about characteristics, cultural origins and economic pulse of Yangzhou City, in order to show the overall intent of the city image promotion. Analyze its voice features, vocabulary, rhetorical features and causes for Yangzhou publicity banners in public places. There are many features about publicity slogans in Yangzhou, for example, Voice self-assured, catchy; words, simple, appropriate, sometimes spoken very strong flavor, easy to understand, and sometimes pay attention to wording, concise and accurate; processing subtle art of rhetoric, more efficiently; coupled with the three main causes of pragmatic decency, accurate and full of strong charismatic expression required, with a strong appeal. At last, this essay prefers appropriate, accurate and civilized slogans and to make it more humane, more in line with the requirements of the times, more cultural atmosphere.

Keywords  Yang Zhou  publicity slogans  pronunciation  vocabulary  rhetoric

　　　“标语作为语言表达的一种特殊形式、特殊的信息传播的介质、思想鼓动的载体，在中国早已有之，是中国语言生活中一种极其重要的现象”。并以重要的宣传作用和独特的语言形式展现着一块地域或者某个城市的整体风貌。标语文化深深植根于华夏民族悠久的历史土壤之中，短时间内根本不会消失。时至今日，朗朗上口、饶有趣味、言简意赅的标语文字，已在大众生活中扮演了至关重要的角色，既潜移默化地引导和教化着广大群众，也高效率地达到了标语制作者的宣传推广目的。

　　　扬州市公共场所宣传标语语音抑扬顿挫、朗朗上口，不论是从声母、韵母、声调还是音节配合方面都充分展示了扬州城市的良好形象；用词时而口语气息甚浓、通俗易懂，时而措辞讲究、精练准确；排比、反复、顶真、谐音等修辞手段的运用使得宣传标语具有风韵灵动的美感。而扬州市公共场所宣传标语的存在是有其成因的：一是深厚的历史文化底蕴，二是宣传标语契合扬州人的心理特征，三是要达到宣传城市形象的需要。宣传和推广城市文化特色在城市日常生活中的作用越来越重要，因此，宣传标语必须符合语用得体、表达准确、富有强烈感召力的要求，才能更好地树立城市良好形象、宣传城市特色文化。此外，更加人性化，更符合时代要求，更具有人文气息才是未来宣传标语的发展走向。