Urban Ecological Research Of Outdoor Slogans

As an interdisciplinary subject combining linguistics and ecology,linguistic ecology attaches great importance to the relationship between language and environment,which plays a very important role in the construction of social ecological civilization and the development of new urbanization.Urban outdoor slogans,located in a certain natural,social,cultural,crowd environment and their own internal environment,are not only the window of the image of the town,but also an important carrier of the construction of language and human environment.They play different functions in different ecological environments.In the process of new urbanization,outdoor slogans that meet the requirements of language ecology can improve the image of cities and enhance their soft power,laying a foundation for the realization of urban language harmony and the construction of a harmonious society.Take outdoor slogans of Hangzhou,Jinhua,Yiwu,Hengdian as an example,from the perspective of language ecology,grasp the outdoor slogans of internal and external ecological system,explore the ecological law of internal development and explore the outdoor slogans in different environments of ecological function,to effectively improve the quality of life,which is helpful to solve the problem of language ecology.From the perspective of the internal ecosystem of language,outdoor slogans have unique features in phonetics,structure and vocabulary.In terms of pronunciation,the language of outdoor slogans is concise and lively.In terms of the number of syllables,four,five and six syllables are the main ones.Rhymes,level and oblique tones and length of combination are adopted to make the language of slogan harmonious and pleasant.In terms of structure,it is simple and clear,with clear hierarchy.It adopts various structural methods such as lifting and ranking,and forms part of the "patterned" structure,which is characterized by neat and beautiful form.In the use of words,words are concise,with clear meaning,and personal pronouns use extensively to make language more approachable.The combination of different language elements makes the outdoor slogan become the most active dynamic element in the urban language system,which leaves a bright and deep impression on people.From the perspective of the external ecological environment of language,different factors have different influences on language.Political factor is an important factor that influences the development of outdoor slogans and guides the development of outdoor slogans to a certain extent.Historical and cultural factors endow outdoor slogans with cultural color,and the unique cultural traditions of cities and towns inject fresh blood into the outdoor slogans,making the outdoor slogans of different towns and cities present certain cultural differences.Hangzhou is known as the “city of quality of life” at home and abroad,which plays a leading role in the demonstration of provincial capitals.Jinhua is a veritable “livable city in China” with profound historical and cultural heritage.Yiwu is known as the “capital of small commodities in the world”,which have lots of commodities and is a paradise for shoppers.Hengdian is a “famous film and television cultural city” with distinct themes and is known as “Chinese Hollywood”.In general,the outdoor slogans of cities and towns are harmonious.But there are still some non-ecological phenomena which affect the harmony of language ecology in cities and towns.Academia and city managers must consider and take corresponding measures,from the perspective of the language,maintain harmony language of internal ecosystem,stabilizing the language the external ecological environment,and actively play the role of population system,carry forward the excellent traditional culture,reject all negative culture,set up the correct values,outlook on life,to promote sustainable development of the urban harmonious language,make urban become a real harmonious ecological livable place.