This page in your language

فارسی

العربية

Deutsch

Español

Français

日本語

한국어

Português

中文

हिन्दी

A2 noun 9 min read

宣传片

xuanchuanpian

Practice it Examples Notes & Tips 宣传片 in 30 Seconds

Explanation 宣传片 in your Level:

At the A1 level, you should recognize '宣传片' (xuānchuánpiàn) as a single noun meaning 'a video that promotes something.' You don't need to know the complex grammar of marketing, but you should be able to identify it in simple sentences. Think of it as 'Promotion + Video.' At this stage, just focus on the fact that it is a 'special video' used by schools or companies. You might see it on a website. It is usually used with the verb '看' (kàn - to watch). For example: '我看宣传片' (I watch the promotional video). The word '片' (piàn) is a common ending for many types of videos and films, which helps you group it with other words like '电影' (diànyǐng - movie). Even at A1, knowing this word helps you understand what people are talking about when they show you a video of their hometown or their school.

At the A2 level, you can start using '宣传片' in more complete sentences with basic measure words. The most important measure word to learn now is '部' (bù) or '个' (gè). You should be able to describe the video simply, such as '这部宣传片很好看' (This promotional video is good to watch). You are also expected to understand the context: if a teacher shows a video about the university, that is a '宣传片.' You can start to distinguish it from a regular '电影' (movie). At A2, you should also be able to use the verb '拍' (pāi - to film/shoot) with it. For example: '他们在拍宣传片' (They are filming a promotional video). This level is about connecting the word to daily life and basic school or work activities.

At the B1 level, you should understand the purpose behind a '宣传片.' It's not just a video; it's a tool for '宣传' (promotion/publicity). You should be able to discuss the content of the video using more varied adjectives like '精彩' (jīngcǎi - wonderful) or '感人' (gǎnrén - moving). You can also start to use the word in the context of business or travel. For example, '为了吸引游客，政府拍了旅游宣传片' (In order to attract tourists, the government filmed a tourism promotional video). You should also be able to distinguish '宣传片' from '广告' (advertisement) and '预告片' (trailer). B1 learners should feel comfortable using '宣传片' in a paragraph describing a company or a place they visited, explaining how the video helped them understand the subject better.

At the B2 level, you should be able to use '宣传片' in professional and formal contexts. You should understand collocations like '制作周期' (production cycle), '发布' (to release), and '品牌形象' (brand image). You can discuss the effectiveness of a '宣传片' in a marketing strategy. For example: '这部宣传片成功地提升了公司的品牌知名度' (This promotional video successfully increased the company's brand awareness). At this level, you should also be aware of the different types: '企业宣传片' (corporate video), '公益宣传片' (PSA), and '城市宣传片' (city promo). You can analyze the cinematic quality, the music, and the editing (剪辑) of the video. You are expected to handle more complex sentence structures involving cause and effect related to the video's impact on an audience.

At the C1 level, your understanding of '宣传片' should include its socio-cultural and psychological impacts. You can discuss the 'narrative techniques' (叙事技巧) used in high-end promotional films. You might analyze how a '宣传片' reflects national identity or corporate culture at a deep level. You should be able to use the word in academic or high-level business discussions, perhaps criticizing a video for being too 'cliché' or praising it for its 'aesthetic value' (审美价值). You can also explore the nuance of the word '宣传' in Chinese versus its translation as 'propaganda' in English, explaining the neutral connotation it holds in Chinese marketing. At C1, you should be able to write a critique or a proposal for a '宣传片,' detailing the target audience, the core message, and the visual style.

At the C2 level, you master '宣传片' as a component of complex discourse. You can discuss the evolution of the '宣传片' format in the age of digital media and short-form video. You might engage in debates about the ethics of '宣传' in government communications or the use of cinematic '宣传片' in political campaigns. You should be able to use highly formal and idiomatic language to describe the 'visual feast' (视觉盛宴) or the 'emotional resonance' (情感共鸣) created by a masterpiece. You can compare the '宣传片' styles of different eras or cultures, such as the difference between a high-tech Silicon Valley product video and a traditional Chinese 'cultural promotional film' (文化宣传片). Your usage is indistinguishable from a native speaker, showing perfect command of register and context.

Practice it Examples Notes & Tips

宣传片 in 30 Seconds

宣传片 (xuānchuánpiàn) means 'promotional video' or 'image film.'
It is used by companies, schools, and governments for publicity.
It is longer and more narrative-focused than a typical 30-second ad.
Common measure words are 部 (bù) and 个 (gè).

The term 宣传片 (xuānchuánpiàn) is a ubiquitous noun in modern Chinese, particularly within the realms of business, media, and public relations. At its core, it refers to a promotional video, publicity film, or corporate video. Unlike a standard 30-second television advertisement (广告), a 宣传片 is typically longer, more narrative-driven, and focused on building a brand image or providing comprehensive information about an entity, such as a company, a city, or a university.

Etymological Breakdown: The word consists of three characters: 宣 (xuān) meaning to declare or announce; 传 (chuán) meaning to pass on or spread; and 片 (piàn), which in this context refers to a film or video clip. Together, 宣传 (xuānchuán) means 'promotion' or 'publicity' (and sometimes 'propaganda' in political contexts), while 片 identifies the medium as video.
Modern Usage Contexts: In today's digital landscape, you will encounter this word when discussing 企业宣传片 (qǐyè xuānchuánpiàn)—corporate videos that showcase a company's history and values—or 城市宣传片 (chéngshì xuānchuánpiàn), which are high-budget tourism films designed to attract visitors to a specific region.

这部城市的宣传片拍得非常震撼，展现了当地的自然美景。(This city's promotional video was filmed very impressively, showcasing the local natural beauty.)

One of the most important distinctions for learners to make is between a 宣传片 and a 预告片 (yùgàopiàn). While both involve video, a 预告片 is strictly a 'trailer' for a movie or TV show, designed to tease the plot. A 宣传片 is broader; it could be for a new smartphone, a charity organization, or even a military recruitment drive. It is about the message and the brand identity rather than just a preview of entertainment content.

学校正在制作新的招生宣传片。(The school is currently producing a new recruitment promotional video.)

Common Collocations: You will often see verbs like 拍摄 (pāishè - to film), 制作 (zhìzuò - to produce), and 发布 (fābù - to release) used alongside 宣传片. For example, '发布宣传片' (to release a promotional video) is a standard phrase in tech product launches.

In summary, 宣传片 is the go-to term for any video content intended to introduce, promote, or enhance the reputation of a subject. Whether it is a high-gloss 4K video of a luxury car or a simple video explaining a non-profit's mission, 宣传片 is the professional term used across all Chinese-speaking industries to describe these visual assets.

Using 宣传片 correctly requires understanding its role as a direct object and its compatibility with specific measure words. In Chinese, the most common measure word for a 宣传片 is 部 (bù), which is used for films and large-scale creative works, though 个 (gè) is also frequently used in informal conversation.

我们公司去年拍了一部宣传片。(Our company filmed a promotional video last year.)

Note the use of the measure word '部'.

When describing the quality or impact of a video, you can use adjectives like 精彩 (jīngcǎi - wonderful/brilliant), 感人 (gǎnrén - moving), or 专业 (zhuānyè - professional). Because 宣传片 are often seen as artistic or technical achievements, the language surrounding them often leans towards the formal.

Sentence Structure: Purpose: To explain *why* a video was made, use the structure: [Subject] + 为了 (wèile) + [Purpose] + 制作了 (zhìzuòle) + 宣传片.
Example: 政府为了推广旅游制作了宣传片。(The government produced a promotional video to promote tourism.)
Sentence Structure: Reaction: To describe the audience's reaction, use: [宣传片] + 引起了 (yǐnqǐle) + [Reaction].
Example: 这部宣传片引起了广泛的关注。(This promotional video sparked widespread attention.)

你看过那个新手机的宣传片吗？(Have you seen the promotional video for that new phone?)

In a business setting, you might discuss the budget or timeline for a 宣传片. Terms like 预算 (yùsuàn - budget) and 周期 (zhōuqī - cycle/duration) are common. For instance, '制作宣传片的预算很高' (The budget for producing the promotional video is very high).

Finally, as social media becomes the primary platform for video, you will see 宣传片 combined with platform names. For example, 抖音宣传片 (Dǒuyīn xuānchuánpiàn) refers to promotional videos specifically formatted for TikTok/Douyin. This highlights the word's flexibility across different media formats.

If you live in or visit a Chinese-speaking environment, you will encounter the word 宣传片 in several specific locations. It is not just a technical term for industry professionals; it is part of the daily vocabulary of the general public.

1. Corporate Environments: When visiting a company's headquarters in Beijing or Shanghai, you will almost certainly see a screen in the lobby playing a video on loop. This is their 企业宣传片. Employees might say, '我们在会议开始前先看一段公司的宣传片' (Let's watch a segment of the company's promotional video before the meeting starts).
2. Public Transportation: On the high-speed rail (高铁) or in subway stations, large LED screens often play 公益宣传片 (gōngyì xuānchuánpiàn)—public service announcements. These might promote environmental protection, safety, or traditional values.

北京冬奥会的宣传片在各大平台热播。(The promotional video for the Beijing Winter Olympics is being widely broadcast on major platforms.)

In the tech world, during a product launch (发布会), the CEO will often say, '请看大屏幕' (Please look at the big screen), followed by a slick 产品宣传片 (chǎnpǐn xuānchuánpiàn). This is a climax in the presentation where the visual features of a new gadget are showcased.

Universities are another prime location. During the 'Gaokao' (college entrance exam) season, every major university in China releases a 招生宣传片 (zhāoshēng xuānchuánpiàn) to compete for the best students. These videos often go viral on Weibo and WeChat, with students debating which school has the best production quality.

他在朋友圈分享了家乡的旅游宣传片。(He shared a tourism promotional video of his hometown on his WeChat Moments.)

Finally, you'll hear it in the creative industry itself. Freelance videographers and editors will refer to their work as '做宣传片的' (making promotional videos). It is a recognized career path and a specific genre of video production that requires a blend of marketing knowledge and cinematic skill.

While 宣传片 is a straightforward term, English speakers often make nuanced errors based on direct translation or confusion with similar Chinese words. Avoiding these will make your Chinese sound much more natural and professional.

Mistake 1: Confusing with 'Ad' (广告): A 广告 (guǎnggào) is usually a short, commercial break meant to sell a specific product immediately. A 宣传片 is more like a 'brand film.' If you call a 5-minute documentary about a company's history an '广告', it sounds slightly reductive. Use 宣传片 for longer, more narrative content.
Mistake 2: Using the wrong Measure Word: Beginners often use 张 (zhāng) because they see the character 片 and think of flat objects like paper. However, 张 is for photos (照片) or paper. For videos/films, you must use 部 (bù) or 个 (gè). Saying '一张宣传片' is a common but jarring error.

❌ 我看了一张宣传片。
✅ 我看了一部宣传片。

Another mistake involves the word 宣传 (xuānchuán) itself. In English, 'propaganda' is almost always bad. In Chinese, if a friend says '我在给我的新书做宣传' (I am doing publicity for my new book), they are not saying they are brainwashing people. They are just promoting their work. Don't be shocked by the frequency of the word 宣传 in Chinese; it's a neutral business term.

Finally, avoid using the verb 做 (zuò) too generically. While '做宣传片' is acceptable in casual speech, in a professional context, use 制作 (zhìzuò - produce) or 拍摄 (pāishè - film). Saying '制作宣传片' shows a higher level of vocabulary and professional awareness.

这部宣传片的剪辑非常流畅。(The editing of this promotional video is very smooth.)

Using technical terms like '剪辑' (editing) fits well with '宣传片'.

To truly master the use of 宣传片, you need to know how it sits within the family of related video and media terms. Choosing the right word depends entirely on the purpose and format of the content.

宣传片 vs. 广告 (Guǎnggào): 宣传片: Broad, image-focused, often longer (1-5 minutes). Focuses on 'who we are.'
广告: Narrow, sales-focused, usually short (15-30 seconds). Focuses on 'buy this now.'
宣传片 vs. 预告片 (Yùgàopiàn): 宣传片: General promotion for anything (companies, cities, events).
预告片: Specifically a 'trailer' or 'preview' for movies, TV shows, or video games.
宣传片 vs. 短视频 (Duǎnshìpín): 宣传片: A professional production, often high-budget.
短视频: 'Short video,' often referring to user-generated content on TikTok/Douyin. A 宣传片 can be a 短视频, but not all 短视频 are 宣传片.

比起硬性的广告，我更喜欢看有故事性的宣传片。(Compared to hard advertisements, I prefer watching promotional videos with a storyline.)

Other alternatives include 推介片 (tuījièpiàn), which is specifically a 'recommendation video' or 'presentation film,' often used in investment circles. If the video is specifically for internal corporate use, it might be called an 内训片 (nèixùnpiàn)—internal training film.

In the context of social media marketing, you might also hear 种草视频 (zhòngcǎo shìpín), which is slang for a video that makes you want to buy something (literally 'planting grass' in your mind). However, this is very informal compared to the professional 宣传片.

这部纪录片风格的宣传片非常成功。(This documentary-style promotional video was very successful.)

Understanding these differences allows you to navigate Chinese business and media discussions with precision, ensuring you use the term that reflects the professional reality of the content being discussed.

How Formal Is It?

Fun Fact

The character '片' originally depicted a split piece of wood, which later came to mean anything thin and flat, like a film strip or a slice of bread!

Pronunciation Guide

UK /ʃwɛn tʃwɑːn pjɛn/

US /ʃwæn tʃwɑn pjæn/

The primary stress is on the first and third syllables: XUĀN-chuán-PIÀN.

Rhymes With

天 (tiān) 面 (miàn) 电 (diàn) 店 (diàn) 见 (jiàn) 线 (xiàn) 边 (biān) 间 (jiān)

Common Errors

Pronouncing 'x' like 'ks' (it should be a soft 'sh' with the tongue behind the lower teeth).
Confusing the tones: 1st (high level), 2nd (rising), 4th (falling).
Pronouncing 'piàn' as 'pee-an' instead of the single syllable 'pyen'.
Making 'chuán' sound like 'choo-an' (it's more of a 'chwan' sound).
Missing the nasal 'n' ending on the first two syllables.

Difficulty Rating

Reading 2/5

The characters are relatively common, but the three-character combination requires A2 level recognition.

Writing 3/5

Writing '宣传' (xuānchuán) from memory can be tricky due to the number of strokes.

Speaking 2/5

Pronunciation is straightforward if you master the 'x' and the tones.

Listening 2/5

Easily recognizable in media contexts due to the clear 'piàn' ending.

What to Learn Next

Prerequisites

看 (kàn) 电影 (diànyǐng) 公司 (gōngsī) 漂亮 (piàoliang) 拍 (pāi)

Learn Next

广告 (guǎnggào) 预告片 (yùgàopiàn) 导演 (dǎoyǎn) 剪辑 (jiǎnjí) 发布 (fābù)

Advanced

叙事 (xùshì) 品牌知名度 (pǐnpái zhīmíngdù) 视觉效果 (shìjué xiàoguǒ) 情感共鸣 (qínggǎn gòngmíng)

Grammar to Know

Measure Words for Media (部, 个)

两部宣传片

Purpose with 为了

为了宣传新书，他拍了视频。

Resultative Complements (拍成)

把故事拍成宣传片。

Passive with 被

宣传片被发布到了网上。

Comparison with 比

这部宣传片比那部更好。

Examples by Level

我看宣传片。

I watch the promotional video.

Simple Subject + Verb + Object.

这是宣传片吗？

Is this a promotional video?

Basic question with 吗.

宣传片很美。

The promotional video is very beautiful.

Adjective predicate with 很.

老师有宣传片。

The teacher has a promotional video.

Using 有 for possession.

我不喜欢这个宣传片。

I don't like this promotional video.

Negative sentence with 不.

你看宣传片了吗？

Did you watch the promotional video?

Past action with 了.

这是我们学校的宣传片。

This is our school's promotional video.

Possessive particles with 的.

宣传片在电脑里。

The promotional video is on the computer.

Locational sentence with 在.

这部宣传片很长。

This promotional video is very long.

Using the measure word 部.

我们要拍一部宣传片。

We are going to film a promotional video.

Using the verb 拍 (to film).

他在看公司的宣传片。

He is watching the company's promotional video.

Progressive action with 在.

那个城市的宣传片非常漂亮。

That city's promotional video is extremely pretty.

Using the intensifier 非常.

你觉得这部宣传片怎么样？

What do you think of this promotional video?

Asking for an opinion with 怎么样.

我昨天看了一个宣传片。

I watched a promotional video yesterday.

Time adverb 昨天.

新手机的宣传片出来了。

The promotional video for the new phone is out.

Verb complement 出来.

这个宣传片只有三分钟。

This promotional video is only three minutes long.

Using 只有 for 'only'.

公司为了招人，制作了宣传片。

In order to recruit people, the company produced a promotional video.

Purpose clause with 为了.

这部宣传片拍得非常专业。

This promotional video was filmed very professionally.

Degree complement with 得.

我看过很多旅游宣传片。

I have seen many tourism promotional videos.

Experiential aspect with 过.

宣传片里的音乐很好听。

The music in the promotional video is very nice.

Locational phrase 里的.

你应该先看宣传片再决定。

You should watch the promotional video first before deciding.

Sequence with 先...再...

这部宣传片介绍了中国文化。

This promotional video introduced Chinese culture.

Transitive verb 介绍.

大家都在讨论那个宣传片。

Everyone is discussing that promotional video.

Plural subject 大家.

虽然宣传片很短，但是很有力。

Although the promotional video is short, it is very powerful.

Conjunction 虽然...但是...

这部宣传片成功地打造了品牌形象。

This promotional video successfully built the brand image.

Adverbial modifier with 地.

发布宣传片是市场营销的重要环节。

Releasing a promotional video is an important part of marketing.

Gerund-like subject phrase.

观众对这部宣传片的评价很高。

The audience's evaluation of this promotional video is very high.

Prepositional phrase 对...的评价.

宣传片展示了公司的核心价值观。

The promotional video demonstrated the company's core values.

Formal verb 展示.

我们需要在宣传片中加入更多细节。

We need to add more details into the promotional video.

Prepositional phrase 在...中.

这部宣传片引起了社会的广泛关注。

This promotional video sparked widespread social attention.

Idiomatic object 广泛关注.

导演用独特的视角拍摄了这部宣传片。

The director filmed this promotional video with a unique perspective.

Instrumental phrase with 用.

宣传片的制作预算超出了预期。

The production budget of the promotional video exceeded expectations.

Abstract noun 预期.

这部宣传片通过细腻的画面传达了情感。

This promotional video conveyed emotions through delicate imagery.

Complex prepositional phrase 通过...

宣传片的叙事风格深受年轻人喜爱。

The narrative style of the promotional video is deeply loved by young people.

Passive-like structure 深受...喜爱.

它不仅仅是一部宣传片，更是一件艺术品。

It is not just a promotional video, but an artwork.

Correlative conjunction 不仅仅...更是...

该宣传片巧妙地融合了传统与现代元素。

The promotional video ingeniously blended traditional and modern elements.

Formal pronoun 该 (this).

宣传片的剪辑节奏感极强，令人印象深刻。

The editing rhythm of the promotional video is very strong, leaving a deep impression.

Adjective suffix ...感.

我们要反思宣传片在信息传播中的作用。

We need to reflect on the role of promotional videos in information dissemination.

Abstract verb 反思.

这部宣传片在国际电影节上获得了大奖。

This promotional video won a major award at an international film festival.

Locational phrase with 上.

宣传片的成功离不开团队的共同努力。

The success of the promotional video is inseparable from the team's joint efforts.

Double negative structure 离不开.

这部宣传片旨在重塑城市的国际品牌形象。

This promotional video aims to reshape the city's international brand image.

Formal verb 旨在 (aims to).

该宣传片以宏大的叙事勾勒出企业的发展蓝图。

The promotional video outlines the enterprise's development blueprint with a grand narrative.

Formal construction 以...勾勒出.

宣传片中所呈现的视觉奇观令人叹为观止。

The visual spectacle presented in the promotional video is breathtaking.

Four-character idiom 叹为观止.

我们应警惕宣传片中可能存在的刻板印象。

We should be wary of potential stereotypes in promotional videos.

Formal verb 警惕.

这部宣传片是对时代精神的一种视觉化诠释。

This promotional video is a visualized interpretation of the zeitgeist.

Abstract noun 诠释.

宣传片的艺术表现力极大地增强了其感染力。

The artistic expressiveness of the promotional video greatly enhanced its infectiousness.

Causative structure 增强了其...

该宣传片的发布引发了关于文化输出的热烈讨论。

The release of the promotional video sparked a heated discussion about cultural export.

Complex subject phrase.

通过这部宣传片，我们可以洞察该机构的战略意图。

Through this promotional video, we can gain insight into the institution's strategic intentions.

Formal verb 洞察.

Synonyms

广告片推广片形象片专题片短片推介片介绍片宣传视频

Antonyms

纪录片故事片新闻报道内训视频

Common Collocations

拍摄宣传片

制作宣传片

发布宣传片

企业宣传片

城市宣传片

招生宣传片

公益宣传片

宣传片预算

宣传片剪辑

宣传片脚本

Common Phrases

形象宣传片

— A video specifically meant to build an image.

这是我们品牌的形象宣传片。

官方宣传片

— An official promotional video released by an authority.

请关注官方宣传片。

创意宣传片

— A creative or artistic promotional video.

这部创意宣传片拿了奖。

旅游宣传片

— A video promoting tourism in a specific place.

西藏的旅游宣传片非常震撼。

产品宣传片

— A video introducing a specific product's features.

苹果发布了新产品的宣传片。

征兵宣传片

— A military recruitment promotional video.

征兵宣传片看得人心潮澎湃。

校庆宣传片

— A video for a school's anniversary celebration.

校庆宣传片回顾了百年历史。

环保宣传片

— A video promoting environmental protection.

孩子们在看环保宣传片。

招商宣传片

— A video to attract business investment.

政府发布了新的招商宣传片。

反诈宣传片

— A video promoting anti-fraud awareness.

警察叔叔拍了反诈宣传片。

Often Confused With

宣传片 vs 广告 (guǎnggào)

Ads are for selling; promos are for image.

宣传片 vs 预告片 (yùgàopiàn)

Trailers are specifically for movies/shows.

宣传片 vs 纪录片 (jìlùpiàn)

Documentaries are for facts; promos are for publicity.

Idioms & Expressions

"先声夺人"

— To gain the initiative by acting first. Often used to describe a powerful opening of a 宣传片.

这部宣传片先声夺人，瞬间吸引了观众。

Formal

"引人入胜"

— Fascinating or enchanting. Used for a video that is very engaging.

宣传片的故事情节引人入胜。

Neutral

"叹为观止"

— To acclaim something as the peak of perfection. Used for high-budget visual effects.

宣传片的视觉特效令人叹为观止。

Formal

"身临其境"

— To feel as if one is actually there. Used for immersive tourism videos.

看这部宣传片让人有身临其境的感觉。

Neutral

"耳目一新"

— A refreshing change. Used for a creative or unique video style.

这部宣传片的剪辑方式让人耳目一新。

Neutral

"华而不实"

— Flashy but without substance. A criticism of a video that looks good but says nothing.

有些宣传片华而不实，缺乏核心内容。

Critical

"深入人心"

— To strike a chord with people. Used for a video with a strong emotional message.

这部公益宣传片的主题深入人心。

Formal

"大开眼界"

— To have one's eyes opened. Used for videos showing amazing new technology.

新产品的宣传片真是让人大开眼界。

Neutral

"绘声绘色"

— Vivid and lively. Used for a video with great narration and visuals.

解说员绘声绘色地介绍了宣传片的内容。

Formal

"精雕细琢"

— To work with great care. Used for a video with high production values.

这部宣传片是经过精雕细琢的精品。

Formal

Easily Confused

宣传片 vs 宣传单

Both start with 宣传.

宣传单 is a paper flyer; 宣传片 is a video.

他在街上发宣传单。

宣传片 vs 影片

Both end with 片.

影片 is a general term for 'movie' or 'film' (often longer/entertainment).

这是一部优秀的影片。

宣传片 vs 短视频

Both are short videos.

短视频 is a format (TikTok); 宣传片 is a purpose (Promotion).

他喜欢刷短视频。

宣传片 vs 幻灯片

Both end with 片.

幻灯片 means 'PowerPoint slides'.

他在演示幻灯片。

宣传片 vs 名片

Both end with 片.

名片 is a business card.

这是我的名片。

Sentence Patterns

这是一部[Place/Thing]的宣传片。

这是一部北京的宣传片。

为了[Goal]，公司拍了宣传片。

为了吸引人才，公司拍了宣传片。

这部宣传片展示了[Subject]的[Quality]。

这部宣传片展示了企业的创新精神。

[Subject]通过宣传片向世界传达了[Message]。

中国通过宣传片向世界传达了和平的理念。

你看过[Thing]的宣传片吗？

你看过那个电影的宣传片吗？(Wait, should use 预告片 for movies, but people might say it!)

我被这部宣传片打动了。

我被这部公益宣传片打动了。

宣传片的制作水平非常高。

这部宣传片的制作水平非常高。

宣传片不仅是宣传，更是文化的延伸。

Word Family

Nouns

宣传 (Publicity/Promotion)

宣传员 (Publicist)

宣传栏 (Bulletin board)

宣传单 (Flyer)

Verbs

宣传 (To promote/publicize)

宣扬 (To propagate/advocate)

Adjectives

宣传性的 (Promotional)

广告 (Advertisement)

预告 (Preview)

影片 (Film)

视频 (Video)

媒介 (Medium)

How to Use It

frequency

Very high in business and travel contexts.

Common Mistakes

Using 宣传片 for a movie trailer. → 预告片 (yùgàopiàn)
A trailer previews a story; a promo promotes an entity.
Using measure word 张 (zhāng). → 部 (bù) or 个 (gè)
张 is for flat paper/photos, not digital video files.
Translating 宣传 as 'propaganda' in a business context. → Promotion / Publicity
In English, propaganda is negative. In Chinese, it's a standard business term.
Saying '看个宣传片儿' without the 'n'. → 宣传片 (xuānchuánpiàn)
While some northern accents add 'er', the standard is 'piàn'.
Confusing 宣传片 with 纪录片. → Depends on intent.
A documentary records; a promo sells an image. Don't call a biased promo a documentary.

Tips

Learn the 'Pian' Family

Learning words like 电影, 预告片, 纪录片, and 宣传片 together helps you master the 'film/video' category.

Watch City Promos

Searching for '城市宣传片' on YouTube/Bilibili is a great way to see beautiful parts of China while hearing formal narration.

Use '部' for Respect

If you are talking to a director or a boss, using the measure word '部' shows you respect the work as a piece of art.

Corporate Context

In a Chinese company, the '宣传部' (Publicity Department) is usually the one in charge of making the 宣传片.

Tone Accuracy

Practice 'xuān' (1st) and 'chuán' (2nd) carefully. If you get the tones wrong, it might sound like other words.

Context Clues

If you hear '品牌' (brand) and '视频' (video), the speaker is almost certainly talking about a 宣传片.

Describing Visuals

Use the word '震撼' (zhènhàn - shocking/impressive) to describe a high-quality 宣传片.

Social Media

On WeChat, people often share 宣传片 to show pride in their school or city.

Promos vs Ads

Remember: 宣传片 = Story/Image. 广告 = Product/Sale.

Evolution

Chinese 宣传片 have evolved from boring newsreels to Hollywood-style cinematic productions.

Memorize It

Mnemonic

Imagine a Xuan (shining) light Chuan (traveling) through a Pian (piece) of film. It's a shining light promoting a film!

Visual Association

Visualize a high-tech corporate office with a giant screen showing a beautiful drone shot of a city. That screen is playing a 宣传片.

Word Web

Video Marketing Camera Director Publicity Brand Editing Release

Challenge

Try to find one '宣传片' on a Chinese website (like Baidu or a university site) and identify three things it is trying to promote.

Word Origin

The term is a modern compound. '宣传' (xuānchuán) dates back to ancient texts meaning to disseminate orders, but its modern meaning evolved in the early 20th century. '片' (piàn) was added later to denote film media.

Original meaning: Disseminating information through a film medium.

Sino-Tibetan (Sinitic).

Cultural Context

Be careful when translating 宣传 as 'propaganda' in a political context, as it can be sensitive. In business, it is entirely safe.

In English, we might say 'brand film' or 'promo video'. The word 'propaganda' is a false friend for '宣传'.

The 'Beijing 8-Minute' promotional video at the Olympics. Huawei's cinematic product launch videos. Li Ziqi's videos, which function as cultural 宣传片 for rural Chinese life.

Practice in Real Life

Real-World Contexts

Business Meeting

播放宣传片
宣传片预算
提升品牌形象
市场反馈

Tourism

城市名片
自然风光
吸引游客
文化底蕴

Social Media

点赞转发
视频走红
视觉盛宴
背景音乐

Education

招生简章
校园生活
学术氛围
学子风采

Government/Public Service

公益广告
社会责任
政策解读
文明城市

Conversation Starters

"你看过那个新产品的宣传片吗？ (Have you seen the promo for the new product?)"

"你觉得哪部城市宣传片拍得最好？ (Which city promo do you think is filmed best?)"

"我们公司需要拍一部宣传片，你有什么建议？ (Our company needs to film a promo, any suggestions?)"

"这个宣传片的背景音乐叫什么名字？ (What is the name of the BGM in this promo?)"

"现在的宣传片是不是都拍得太像了？ (Are all promos filmed too similarly nowadays?)"

Journal Prompts

描述一部让你印象深刻的宣传片。 (Describe a promotional video that left a deep impression on you.)

如果你要为你的家乡拍一部宣传片，你会拍什么？ (If you were to film a promo for your hometown, what would you film?)

讨论宣传片在现代市场营销中的作用。 (Discuss the role of promotional videos in modern marketing.)

对比一下你国家的宣传片和中国的宣传片。 (Compare promos from your country with those from China.)

你认为宣传片应该更注重艺术感还是信息传递？ (Do you think promos should focus more on art or information?)

Frequently Asked Questions

10 questions

Technically no. You should use 预告片 (yùgàopiàn). However, if the video is about the 'making of' the movie for promotion, you might use 宣传片.

No, in Chinese it is mostly neutral. It simply means to publicize or promote something. It's used for books, products, and charities.

部 (bù) is the most formal and correct for professional films. 个 (gè) is acceptable in daily conversation.

You say 剪辑宣传片 (jiǎnjí xuānchuánpiàn).

Yes, they can range from 1 minute to 10 minutes, but usually they are around 3-5 minutes.

You can find many on Bilibili, Weibo, or the official websites of Chinese cities and universities.

Yes, it is widely understood, though '推介片' or '廣告短片' might also be used in specific contexts.

宣传片 sounds a bit more professional/cinematic, while 宣传视频 is more generic and modern.

No, never use 张 (zhāng) for videos. Use 部 or 个.

公益宣传片 (gōngyì xuānchuánpiàn).