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B1 verb #3,500 most common 8 min read

宣传

xuānchuán Top 3,500

Practice it Examples Notes & Tips 宣传 in 30 Seconds

Explanation 宣传 in your Level:

At the A1 level, you can think of 宣传 (xuānchuán) as a word for 'telling many people' or 'showing a product.' Even though it is a B1 word, you might see it on posters or in simple ads. For example, if you see a sign for a new school, that sign is doing 宣传. You don't need to know all the complex meanings yet. Just remember: 宣传 = 'Publicity' or 'Promotion.' It is like when you tell everyone in your class about a party, but on a bigger scale. You can say 'The school is 宣传' or 'The shop is 宣传.' It's a useful word because it helps you understand why there are so many posters on the street. It is not a scary word; it is just about sharing information with a lot of people at the same time.

For A2 learners, 宣传 (xuānchuán) becomes more useful as you start talking about work and daily activities. You might notice that many Chinese words have two characters, and here 宣 means 'to announce' and 传 means 'to pass on.' You can use it as a verb: 'They 宣传 their new car.' Or you can use it as a noun: 'Their 宣传 is very good.' You will often see it in the phrase 宣传册 (xuānchuáncè), which means a brochure or pamphlet. If you go to a tourist office, they will give you a 宣传册. This level is about recognizing that 宣传 is the word for 'marketing' in a broad sense. It's not just for big companies; even a small club at school needs to do 宣传 to get more members.

At the B1 level, you should be able to use 宣传 (xuānchuán) in various contexts and understand its nuances. This is the level where you distinguish between 宣传 (publicizing) and 广告 (advertising). 宣传 is the whole strategy of spreading an idea, while 广告 is a specific paid ad. You should also learn the common grammar pattern 向...宣传... (to promote... to...). For example, 'The government promotes health to the public.' You will also encounter the term 宣传部 (Publicity Department) in companies. B1 learners should understand that 宣传 is a neutral word in Chinese. Unlike the English word 'propaganda,' which usually sounds bad, 宣传 is often a good thing because it helps people learn about new policies, products, or social issues.

B2 learners need to understand the formal and professional applications of 宣传 (xuānchuán). You will see it used in news reports to describe government initiatives, such as 反诈宣传 (anti-fraud publicity) or 环保宣传 (environmental protection publicity). At this level, you should also be comfortable with related terms like 宣传力度 (the intensity/strength of publicity) and 宣传手段 (publicity methods). You might need to discuss the effectiveness of a 宣传 campaign in a business meeting. For instance, you could say, 'Our publicity methods are too old-fashioned; we need to use social media.' You should also recognize the word in more abstract contexts, like 'propagating a certain philosophy' or 'spreading a cultural spirit.' The word is essential for discussing media, society, and business strategy.

At the C1 level, you should appreciate the historical and political weight of 宣传 (xuānchuán) while also being able to use it in high-level business or academic discussions. You will encounter it in discussions about 'Soft Power' (软实力) and how a country 宣传 its culture to the world. You should be able to analyze the rhetoric of 宣传 materials and use synonyms like 宣扬 (to trumpet/advocate) or 传播 (to disseminate) to add variety to your speech. You might also explore the concept of 宣传口径 (the official line/narrative). C1 learners can use the word to discuss complex topics like the ethics of marketing or the role of the media in shaping public opinion. The distinction between 'publicity' and 'indoctrination' becomes a topic of nuanced discussion at this stage.

For C2 speakers, 宣传 (xuānchuán) is a tool for deep cultural and political analysis. You understand that while the word is neutral in everyday Chinese, its English translation 'propaganda' carries a heavy historical burden that affects international communication. You can navigate the sensitivities of this word in translation and high-level diplomacy. You are familiar with the structures of the 中宣部 (Central Publicity Department) and its role in Chinese society. In a professional context, you can lead a 宣传 strategy for a multinational corporation, deciding how to adapt messages for the Chinese market. You can also use the word in literary or philosophical contexts to describe the 'spreading of light' or the 'propagation of truth.' At this level, your use of the word is indistinguishable from that of a highly educated native speaker.

Practice it Examples Notes & Tips

宣传 in 30 Seconds

宣传 means 'to publicize' or 'to promote' and is used for marketing, social causes, and government policies.
It is a neutral word in Chinese, unlike the English 'propaganda,' and is common in professional settings.
Commonly used as both a verb (to promote) and a noun (publicity/promotion).
Essential for discussing media, business campaigns, and public awareness in Chinese-speaking regions.

The Chinese word 宣传 (xuānchuán) is a multifaceted term that bridges the gap between commercial marketing, public relations, and social advocacy. At its core, it means to disseminate information, ideas, or products to a wide audience with the specific intent of influencing opinion or increasing awareness. While English speakers might immediately think of the word "propaganda" due to historical translations, in modern Mandarin, 宣传 is a neutral and often positive term used by companies to describe their marketing campaigns, by governments to promote public health, and by individuals to spread awareness about social causes.

Commercial Context: In the business world, 宣传 refers to the act of promoting a product or service. If a tech company launches a new smartphone, their entire strategy to get the word out—through billboards, social media ads, and press releases—is called 宣传活动 (publicity activities).
Social Advocacy: When NGOs or community groups want to spread awareness about environmental protection or public safety, they use 宣传. For example, a campaign to encourage recycling is a form of 环保宣传 (environmental protection publicity).

公司正在为新产品做宣传。 (The company is currently doing publicity for the new product.)

Understanding the nuance of 宣传 requires looking at its constituent characters. 宣 (xuān) historically relates to announcing or declaring something from a position of authority, like an imperial decree. 传 (chuán) means to pass on, transmit, or spread. Together, they imply a systematic and organized effort to make something known to the masses. This is why you will see the word used in formal settings like 宣传部 (Publicity/Propaganda Department) and informal settings like a student club 宣传 their upcoming dance performance.

我们需要加大宣传力度。 (We need to increase the intensity of our promotion.)

In a digital age, 宣传 has evolved to include viral marketing and influencer collaborations. If a YouTuber mentions a brand, they are helping to 宣传 that brand. The word is versatile enough to cover a 30-second TV spot, a 140-character tweet, or a massive government-led health initiative. It is the active process of moving an idea from obscurity into the public consciousness.

Educational Context: Schools use 宣传栏 (notice boards) to spread information about upcoming exams or holidays. This usage is strictly informational and lacks any manipulative undertones.

这部电影的宣传片非常吸引人。 (The promotional trailer for this movie is very attractive.)

Using 宣传 (xuānchuán) correctly involves understanding its role as both a verb and a noun. As a verb, it often takes a direct object—the thing being promoted. As a noun, it often appears in phrases like "do publicity" or "publicity work." The grammar is straightforward, but the collocations (words it usually hangs out with) are what make you sound like a native speaker.

Verb Pattern: 宣传 + [Noun]: This is the most common use. You can 宣传 a product (产品), an idea (观念), or a policy (政策).
Example: 他们在街上宣传环保。 (They are promoting environmental protection on the street.)
Noun Pattern: 做/进行 + 宣传: When used as a noun, it's often the object of "to do" (做) or "to carry out" (进行).
Example: 我们要为这次活动做宣传。 (We need to do publicity for this event.)

政府正在向农民宣传新的法律。 (The government is publicizing the new laws to the farmers.)

A key grammatical point is the use of the preposition 向 (xiàng) or 对 (duì) to indicate the target audience. The structure is usually: [Subject] + 向 + [Audience] + 宣传 + [Topic]. This clarifies who is being reached by the publicity effort. For instance, 公司向年轻人宣传这款软件 (The company promotes this software to young people).

这种错误的观念不应该被宣传。 (This kind of wrong idea should not be propagated.)

In passive constructions using 被 (bèi), 宣传 often refers to ideas or beliefs. This is common in academic or formal writing. For example, 这种思想在十九世纪被广泛宣传 (This thought was widely publicized in the 19th century). Note that the intensity can be modified by words like 大力 (vigorously) or 广泛 (widely).

Compound Words: - 宣传册 (xuānchuáncè): Brochure/Pamphlet
- 宣传片 (xuānchuánpiàn): Promotional video/Trailer
- 宣传语 (xuānchuányǔ): Slogan

你可以发一份宣传册给我吗？ (Could you send me a brochure?)

You will encounter 宣传 (xuānchuán) in almost every corner of Chinese society, from the most formal government buildings to the trendiest marketing agencies in Shanghai. It is a fundamental word for anyone living or working in a Chinese-speaking environment because it describes how information flows in the public sphere.

In a corporate environment, you'll hear this word constantly during meetings. The "Publicity Department" or "Marketing Department" is often referred to as the 宣传部 (in some contexts) or 市场宣传部. Managers will ask, "How is the 宣传 for the new project going?" (新项目的宣传进展如何？). Here, it is synonymous with the English concepts of marketing, PR, and buzz-building.

那家公司在宣传上花了很多钱。 (That company spent a lot of money on publicity.)

In education and campus life, students are very familiar with 宣传. Every student association has a 宣传部 responsible for making posters (海报) and managing social media accounts to recruit new members. If you walk onto a Chinese university campus, you'll see 宣传栏 (bulletin boards) covered in notices about lectures, competitions, and club activities.

On news and media, the word is used to describe large-scale public awareness campaigns. For instance, during the COVID-19 pandemic, there was massive 防疫宣传 (epidemic prevention publicity) teaching people how to wash their hands and wear masks. In this context, it carries a tone of public service and civic duty.

媒体应该多宣传正能量。 (The media should promote more positive energy.)

Finally, in political and social discourse, 宣传 is the standard term for the dissemination of state policies. While Western media might translate this as "propaganda," in China, it is viewed as a necessary tool for governance and social cohesion. Understanding this cultural difference is crucial for B1 learners to avoid misinterpreting the intent behind the word.

Daily Life Examples: - Hearing an announcement in a mall about a sale.
- Seeing a poster for a blood drive.
- Watching a trailer for a new video game.

Learning 宣传 (xuānchuán) comes with a few pitfalls, mostly related to its translation and its distinction from similar words like "advertising" or "telling." Avoiding these common errors will help you sound more natural and professional.

Mistake 1: Confusing Noun and Verb: Learners often forget that 宣传 can be a noun. Instead of saying "The publicity is very good," they might try to use a verb structure.
Incorrect: *这个宣传很宣传。
Correct: 这个宣传做得很好。 (This publicity was done very well.)
Mistake 2: Negative Connotation Bias: Many English speakers avoid 宣传 because they think it only means "propaganda" (brainwashing). In Chinese, using 宣传 to describe your own company's marketing is perfectly normal and professional. Don't be afraid of it!

不要把宣传和洗脑混为一谈。 (Don't confuse publicity/promotion with brainwashing.)

Another frequent error is the confusion between 宣传 (xuānchuán) and 广告 (guǎnggào). While they are related, 广告 specifically refers to paid advertisements (like a TV commercial or a billboard), whereas 宣传 is the broader act of publicizing. You can 宣传 a product through 广告, but you can also 宣传 it through word-of-mouth or news articles.

他在朋友圈里宣传自己的新书。 (He is promoting his new book on his Moments/social media.)

Lastly, watch out for the object of the verb. You 宣传 a thing (product, idea, event), not a person, unless you are promoting that person as a brand or candidate. For example, you wouldn't say "I 宣传 my mom" to mean you are talking about her. You would say "I 宣传 my mom's cooking skills" (宣传我妈妈的厨艺) to a large group of people.

Quick Fixes: - Use 做宣传 for the noun form.
- Use 向...宣传 for the target audience.
- Remember it is neutral/positive in most contexts.

To truly master 宣传 (xuānchuán), you should know how it differs from its synonyms. Depending on the context—whether you're in a boardroom, a classroom, or a political rally—there might be a better word to use.

推广 (tuīguǎng) vs. 宣传: 推广 means "to promote" or "to popularize." It focuses on the result of getting people to actually use or adopt something. 宣传 is the act of spreading the word. You 宣传 a new app so that you can 推广 it to the whole country.
宣扬 (xuānyáng) vs. 宣传: 宣扬 means "to trumpet" or "to advocate." It often carries a more intense, sometimes boastful tone. It is used for values, achievements, or fame. 宣传 is more systematic and informational.

我们不应该到处宣扬自己的功劳。 (We shouldn't go around trumpeting our own merits.)

If you are talking about advertisements specifically, use 广告 (guǎnggào). If you are talking about the official release of information, use 发布 (fābù). For example, a company will 发布 a press release as part of their 宣传 campaign.

政府正在普及科学知识。 (The government is popularizing/spreading scientific knowledge.)

Another related word is 普及 (pǔjí), which means "to make universal" or "to popularize." While 宣传 is the effort, 普及 is the goal of making something common knowledge. For example, 宣传九年义务教育 (publicizing nine-year compulsory education) aims to 普及教育 (universalize education).

Synonym Summary: - 推广: To promote for adoption.
- 宣扬: To loudly praise or advocate.
- 发布: To officially release.
- 传播: To disseminate/spread (neutral/scientific).

How Formal Is It?

Fun Fact

In ancient times, 宣传 was a very high-status word because it involved the Emperor's words. Today, it's used for everything from toothpaste to taxes!

Pronunciation Guide

UK xuān chuán

US xuān chuán

First syllable 'xuān' is sustained, second syllable 'chuán' rises.

Rhymes With

天 (tiān) 边 (biān) 船 (chuán) 全 (quán) 年 (nián) 园 (yuán) 面 (miàn) 鲜 (xiān)

Common Errors

Pronouncing 'x' as 'ex' or 'ks'. It should be a soft 'sh'.
Confusing the tones: xuān (1st) and chuán (2nd).
Pronouncing 'ch' as 'sh'.
Mixing up 'chuán' with 'chuàn' (4th tone, like in meat skewers).
Forgetting the 'u' sound in 'xuān'.

Difficulty Rating

Reading 3/5

The characters are common but require attention to strokes.

Writing 4/5

The character '宣' and '传' have several components.

Speaking 2/5

Tones are standard and easy to distinguish.

Listening 2/5

Frequently heard in news and ads.

What to Learn Next

Prerequisites

告诉介绍说话信息新闻

Learn Next

推广策划品牌营销公关

Advanced

舆论导向意识形态软实力文化输出

Grammar to Know

The preposition '向' (towards) for target audience.

向学生宣传安全知识。

The '为...做...' structure for purpose.

为新书做宣传。

Resultative complements with '宣传'.

宣传开了 (The word has spread).

Adverbial modifiers before '宣传'.

广泛宣传, 深入宣传。

Noun compounding in Chinese.

宣传 + 册 = 宣传册。

Examples by Level

他们在宣传学校。

They are promoting the school.

Simple Subject + Verb + Object structure.

这是一本宣传册。

This is a brochure.

Noun form of 'publicity' used in a compound word.

商店在宣传新衣服。

The shop is publicizing new clothes.

Verb indicating commercial promotion.

老师宣传运动会。

The teacher is publicizing the sports meet.

Using '宣传' for school events.

我不喜欢这个宣传。

I don't like this publicity.

Noun form used as a direct object.

他在宣传他的书。

He is promoting his book.

Verb used for personal projects.

宣传很重要。

Publicity is very important.

Abstract noun as a subject.

看，那是宣传海报！

Look, that's a promotional poster!

Compound noun: 宣传 + 海报.

公司为新产品做宣传。

The company does publicity for new products.

The common '为...做宣传' (do publicity for...) pattern.

我们要向大家宣传环保。

We need to promote environmental protection to everyone.

Using '向' to indicate the target audience.

电视上有很多宣传片。

There are many promotional videos on TV.

Compound noun '宣传片' for videos/trailers.

他在街上发宣传单。

He is handing out flyers on the street.

Compound noun '宣传单' for flyers.

这个宣传很有意思。

This promotion is very interesting.

Noun form modified by an adjective.

他们宣传健康饮食。

They promote healthy eating.

Verb used for social/health topics.

宣传部在三楼。

The Publicity Department is on the third floor.

Common office/department name.

你在为谁做宣传？

Who are you doing publicity for?

Question form using '为...做宣传'.

电影公司正在大力宣传这部电影。

The film company is vigorously promoting this movie.

Adding the adverb '大力' (vigorously) to modify the verb.

我们需要改变宣传策略。

We need to change our publicity strategy.

Compound noun '宣传策略' (publicity strategy).

政府向市民宣传交通规则。

The government publicizes traffic rules to the citizens.

Formal use of '向...宣传'.

这家公司非常重视宣传。

This company attaches great importance to publicity.

Using '重视' (attach importance to) with '宣传'.

这种产品不需要太多宣传。

This product doesn't need much promotion.

Noun form used with '太多'.

宣传片拍得很成功。

The promotional video was filmed very successfully.

Subject-predicate structure with a resultative complement.

他在宣传会上发了言。

He spoke at the publicity meeting.

Compound noun '宣传会' (publicity meeting/briefing).

宣传内容必须真实。

Publicity content must be true.

Compound noun '宣传内容' (publicity content).

网络宣传已经成为主流。

Online publicity has become mainstream.

Using '网络宣传' (internet publicity) as a subject.

他们通过社交媒体宣传品牌。

They promote the brand through social media.

Using '通过' (through) to describe the method.

宣传工作需要大家的配合。

Publicity work needs everyone's cooperation.

Formal term '宣传工作' (publicity work).

这部纪录片宣传了中国文化。

This documentary promoted Chinese culture.

Verb used for cultural dissemination.

这种宣传手段非常有效。

This publicity method is very effective.

Compound noun '宣传手段' (publicity means/methods).

宣传栏上贴满了通知。

The notice board is covered with notices.

Specific noun '宣传栏' (bulletin board).

我们要加强反诈骗宣传。

We need to strengthen anti-fraud publicity.

Using '加强' (strengthen) with a specific type of '宣传'.

宣传语要简单易记。

The slogan should be simple and easy to remember.

Noun '宣传语' for slogans.

企业应该承担起宣传公益的责任。

Enterprises should take on the responsibility of promoting public welfare.

Using '宣传' in the context of social responsibility.

媒体在宣传中起到了关键作用。

The media played a key role in the publicity.

Using '在...中' to define the context.

这种宣传容易引起误解。

This kind of publicity is likely to cause misunderstanding.

Discussing the negative potential of publicity.

我们必须扩大宣传的覆盖面。

We must expand the coverage of our publicity.

Technical term '覆盖面' (coverage).

宣传片展示了城市的魅力。

The promotional video showcased the charm of the city.

Verb '展示' (showcase) used with '宣传片'.

他负责整个项目的宣传策划。

He is responsible for the publicity planning of the entire project.

Compound noun '宣传策划' (publicity planning).

不要过度宣传产品的功效。

Don't over-promote the effectiveness of the product.

Using '过度' (excessively) to modify '宣传'.

宣传工作要深入基层。

Publicity work should go deep into the grassroots.

Idiomatic expression '深入基层'.

宣传的本质是信息的有效传播。

The essence of publicity is the effective dissemination of information.

Philosophical/Theoretical definition.

在跨文化宣传中，语言的选择至关重要。

In cross-cultural publicity, the choice of language is crucial.

Discussing international communication.

该政策的宣传口径必须保持一致。

The official narrative for this policy must remain consistent.

Technical political term '宣传口径'.

我们要警惕那些虚假的宣传。

We must be vigilant against false publicity.

Using '警惕' (be vigilant) with '宣传'.

宣传不仅是告知，更是引导。

Publicity is not just informing, but also guiding.

Correlative conjunction '不仅...更是...'.

他的理论被广泛宣传并接受。

His theory was widely publicized and accepted.

Passive context (implied).

宣传攻势如火如荼地展开了。

The publicity offensive was launched in full swing.

Idiomatic expression '如火如荼'.

我们要利用新媒体进行精准宣传。

We should use new media for precision publicity.

Modern marketing term '精准宣传'.

Synonyms

推广宣扬普及广告

Antonyms

隐瞒封锁

Common Collocations

做宣传

宣传片

宣传册

宣传部

大力宣传

宣传单

宣传语

宣传策略

广泛宣传

宣传栏

Common Phrases

自我宣传

— Self-promotion. Talking about one's own strengths.

在面试中，适当的自我宣传是必要的。

广告宣传

— Advertising publicity. Using ads to promote something.

他们的成功离不开大量的广告宣传。

虚假宣传

— False advertising/publicity. Misleading information.

这家公司因为虚假宣传被罚款了。

口头宣传

— Word-of-mouth promotion.

口头宣传往往比广告更有效。

文化宣传

— Cultural promotion/dissemination.

孔子学院致力于中国文化宣传。

产品宣传

— Product promotion.

产品宣传是销售的第一步。

公益宣传

— Public welfare publicity (PSA).

电视台播出了很多公益宣传。

反诈宣传

— Anti-fraud publicity.

警察在社区进行反诈宣传。

宣传力度

— The intensity or scale of publicity.

我们要加大宣传力度。

宣传效果

— The effect or result of publicity.

这次宣传效果非常理想。

Often Confused With

宣传 vs 广告

Advertising (paid). 宣传 is the broader act of publicizing.

宣传 vs 告诉

To tell (personal/informal). 宣传 is for a broad audience.

宣传 vs 洗脑

Brainwashing (negative). 宣传 is neutral/positive.

Idioms & Expressions

"大肆宣传"

— To publicize something excessively or ostentatiously, often with a negative tone.

媒体大肆宣传这位明星的私生活。

Informal/Critical

"广而告之"

— To make something known to everyone; to announce widely.

这个好消息应该广而告之。

Neutral

"家喻户晓"

— Known to every household/everyone; a result of successful 宣传.

这个品牌已经做到了家喻户晓。

Formal

"口耳相传"

— Passed from mouth to ear; word-of-mouth.

这个故事在民间口耳相传。

Literary

"名扬四海"

— Famous all over the world.

他的名声已经名扬四海了。

Literary

"先声夺人"

— To gain the upper hand by making a bold first move (often in publicity).

公司通过宣传先声夺人。

Formal

"如火如荼"

— Like fire and tea flowers; in full swing (often describing a campaign).

宣传活动正在如火如荼地进行。

Literary

"沸沸扬扬"

— Bubbling over with talk; a lot of public discussion/rumor.

这件事在网上闹得沸沸扬扬。

Informal

"声势浩大"

— Huge in scale and momentum.

政府发起了声势浩大的宣传攻势。

Formal

"引人注目"

— Striking; attracting attention.

那个宣传海报非常引人注目。

Neutral

Easily Confused

宣传 vs 推广

Both involve spreading something.

推广 focuses on adoption/use; 宣传 focuses on awareness.

宣传新药 (Publicize the drug) vs 推广新药 (Popularize the use of the drug).

宣传 vs 宣扬

Both start with '宣'.

宣扬 is more about praising or advocacy, often louder or boastful.

宣扬战功 (Trumpet military achievements).

宣传 vs 传播

Both mean 'to spread'.

传播 is more neutral/scientific (spreading news, culture, seeds).

传播文明 (Spread civilization).

宣传 vs 发布

Both involve giving information.

发布 is the specific act of releasing (a statement, news).

发布会 (Press conference).

宣传 vs 公告

Both are public.

公告 is a formal public notice or announcement.

政府公告 (Government announcement).

Sentence Patterns

S + 在 + 宣传 + O

他在宣传他的公司。

S + 为 + O + 做宣传

我们为比赛做宣传。

S + 向 + Target + 宣传 + Topic

老师向学生宣传环保。

S + 大力/广泛 + 宣传 + O

媒体广泛宣传这个好消息。

S + 通过 + Method + 宣传 + O

我们通过网络宣传产品。

S + 致力于 + 宣传 + O

他致力于宣传中国文化。

S + 具有 + 宣传 + 作用

这个活动具有宣传作用。

宣传 + 的 + 本质/关键 + 是...

宣传的关键是真实。

Word Family

Nouns

宣传员 (Publicist)

宣传品 (Promotional materials)

宣传栏 (Bulletin board)

Verbs

宣讲 (To preach/explain)

传达 (To convey)

传授 (To teach)

Adjectives

宣传性的 (Promotional)

广告 (Advertisement)

营销 (Marketing)

公关 (PR)

媒体 (Media)

舆论 (Public opinion)

How to Use It

frequency

Very high in media, business, and education.

Common Mistakes

Using '宣传' as an adjective like 'He is very publicity.' → 他很有名 (He is famous) or 他做了很多宣传 (He did a lot of publicity).
宣传 is a noun or verb, not an adjective describing a person's state.
Translating it as 'propaganda' in a business email. → Publicity or Promotion.
Propaganda has a very negative meaning in English that doesn't fit business.
Saying '宣传给我' for 'Tell me'. → 告诉我 (Tell me).
宣传 is for a mass audience, not a private conversation.
Forgetting the 'u' in xuān. → xuānchuán
Learners often say 'xān', but it must be 'xuān'.
Using 宣传 for rumors. → 传谣 (Spread rumors).
宣传 usually implies an organized, official, or intentional effort.

Tips

Target Audience

Always use '向' (xiàng) before the group of people you are promoting to.

Compound Words

Learn 宣传册, 宣传片, and 宣传单 together as a set of marketing materials.

Neutral Tone

Remember that in China, being a '宣传员' (publicist) is a respected job.

Formal Reports

Use '加大宣传力度' to sound professional in business writing.

Social Media

If you want someone to share your post, say '帮我宣传一下'.

News Context

Expect to hear this word often in reports about new laws or public safety.

The Swan

Swan (宣) + Churn (传). A swan churning the water to show off.

Not for Secrets

Never use 宣传 when telling a secret to a friend.

Promotion

Use 推广 if you want to emphasize people actually using the product.

Department Name

If you are in marketing, you might work in the 宣传部.

Memorize It

Mnemonic

Think of a 'Swan' (宣 - xuān) 'Churning' (传 - chuán) up the water to get everyone's attention. A swan publicizing its beauty!

Visual Association

Imagine a megaphone (the act of 宣) passing a message through a chain of people (the act of 传).

Word Web

Publicity Promotion Marketing Slogan Brochure Campaign Advocacy Spreading

Challenge

Try to find three '宣传' posters in your neighborhood and identify what they are promoting.

Word Origin

Composed of 宣 (xuān) and 传 (chuán). 宣 originally meant a large house or hall where imperial decrees were read. 传 means to pass from one person to another.

Original meaning: To announce an imperial decree and pass it down to the people.

Sino-Tibetan (Chinese)

Cultural Context

When discussing politics, be aware that '宣传' carries different connotations in different political systems.

Be careful when translating '宣传' as 'propaganda' in English, as it sounds very negative. 'Publicity' or 'Promotion' is usually better.

宣传部 (Publicity Department of the CPC) 电影宣传片 (Movie trailers) 春晚宣传 (CCTV Spring Festival Gala promotion)

Practice in Real Life

Real-World Contexts

Business

宣传预算
宣传方案
宣传渠道
市场宣传

Government

政策宣传
法制宣传
防疫宣传
宣传教育

School

宣传海报
宣传委员
社团宣传
招生宣传

Entertainment

新片宣传
宣传巡演
宣传活动
宣传照

Social Media

转发宣传
网络宣传
朋友圈宣传
视频宣传

Conversation Starters

"你觉得这个广告的宣传效果怎么样？"

"你们公司是怎么做产品宣传的？"

"最近有什么电影的宣传片吸引你吗？"

"在你们国家，政府怎么宣传新的政策？"

"你认为自媒体宣传重要吗？"

Journal Prompts

写一写你最喜欢的一个宣传广告，为什么它吸引你？

讨论一下社交媒体对现代宣传工作的影响。

如果你要宣传一个保护环境的活动，你会怎么做？

描述一次你参与过的学校或公司宣传活动。

你认为虚假宣传会对社会造成什么危害？

Frequently Asked Questions

10 questions

No. In Chinese, it is a neutral word meaning 'publicity' or 'promotion.' It is used for movies, products, and health tips, not just political brainwashing.

Usually, you 宣传 a person's ideas or work. If you say '宣传某人,' it sounds like you are marketing them as a celebrity or candidate.

It is both. You can say '我们在宣传' (We are publicizing) or '宣传很重要' (Publicity is important).

It is a brochure or pamphlet used for marketing or information.

You can say '病毒式宣传' (bìngdúshì xuānchuán).

Yes, it is the most common word for marketing and PR activities in a Chinese company.

广告 is a specific paid advertisement. 宣传 is the general act of spreading information.

Yes, if you add '虚假' (false) or '大肆' (excessive), it becomes negative.

In a company, it's the PR/Marketing office. In the government, it's the Publicity Department.

You can say '宣传品牌' or '推广品牌'.