高梦彤 邓红华

摘 要：城市户外标语是体现城市特色的重要窗口，对整个城市语言生态的构建具有重大意义。该研究首先按照城市区位论，对郴州市中心城区进行功能分区，选取代表性的区域样本进行田野调查;然后根据统计结果，分析样该区域标语在宣传口、呈现载体和呈现方式上的联系和区别;最后基于研究结果，对郴州市中心城区标语的发展提出建设性意见。通过调查研究发现，一条标语的最终呈现，由标语投放地点、宣传口和载体三个因素共同构建;郴州市中心城区的标语发展较为完备，呈现手段也较为现代化;郴州中心城区的标语存在部分单位空间内投放过密、载体呈现形式与投放环境不协调等问题。

关键词：户外标语 标语分类 影响因素问题及对策

中图分类号：H136 文献标识码：A   文章编号：1672-3791（2021）10（b）-0000-00

Investigation and Study on Outdoor Slogans in the Central Urban Area of Chenzhou

GAO Mengtong  DENG Honghua*

（School of Literature and Journalism， Xiangnan University， Chenzhou， Hunan Province， 423000 China）

Abstract： Urban outdoor slogansare important windows to reflect the characteristics of the city， which is of great significance to the construction of the language ecology of the whole city. Firstly， according to the urban location theory， the functional zoning of the central urban area of Chenzhou is carried out， and representative regional samples are selected for field investigation; Then， according to the statistical results， this paper analyzes the connections and differences of slogans in the publicity mouth， presentation carrier and presentation mode; Finally， based on the research results， this paper puts forward constructive suggestions on the development of slogans in the central urban area of Chenzhou. Through investigation and research， it is found that the final presentation of a slogan is constructed by three factors： the place where the slogan is put， the publicity mouth and the carrier; The development of slogans in the central urban area of Chenzhou is relatively complete and the presentation means are relatively modern; There are some problems in the slogans in the central urban area of Chenzhou， such as too dense placement in some unit spaces， uncoordinated carrier presentation form and placement environment， etc.

Key Words： Outdoor slogans; Classification of slogans; Factors; Problems and countermeasures

戶外标语，就是用简短文字写出的张贴在户外的有宣传作用的口号。它是城市语言景观的重要组成部分，是反映一个城市文化环境的显著切面。学界对标语口号关注度很高，主要是针对地方性、时代性标语做分析。如张佳（2015）通过5W-H模式研究上海非商业性标语，总结出决定标语口号发布的因素和因素之间的关系[1];刘国强和粟晖钦（2020）分析抗疫标语的话语框架和建构逻辑[2]。

郴州是湖南南部的地级市，交通优势明显，是多条高铁、高速的必经之地。因此，该市的标语具有较大的影响力和受众群体，其受众群体不仅仅是郴州市民，更包括来自天南地北的众多旅客。……