Modern Economics & Management Forum

In order to help carry out the work of ecological civilization construction, the relevant departments of Gansu Province have focused on the design of a number of ecological civilization construction civilization propaganda. These slogans are a concrete reflection of the construction of ecological civilization in Gansu Province, including the concept of ecological civilization construction and the unique cultural characteristics of Gansu. Studying these slogans is conducive to promoting the development of ecological civilization construction in the province, and is also a supplement to the unique language and culture of Gansu. Based on the slogans of ecological civilization construction made by relevant departments, this paper uses qualitative research methods to analyze the text structure from two aspects of language characteristics and cultural characteristics, and gives suggestions on the existing problems. The results show that most of these slogans are short sentences with no loss of connotation; the grammatical structure is diversified, using some homophonic rhetoric; what has an important influence on it is historical culture, humanistic culture and industrial culture. The deficiency is that the form and content of some propaganda slogans are not focused enough, and they are often generalized and should be paid attention to.