guǎnggàopái: 广告牌 - Billboard, Signboard, Hoarding

• Keywords: guanggaopai, 广告牌, Chinese for billboard, what is a billboard in Chinese, guang gao pai, signboard in Chinese, Chinese advertising sign, advertising in China, learn Chinese vocabulary
• Summary: Learn how to say 'billboard' or 'signboard' in Chinese with our deep dive into the word 广告牌 (guǎnggàopái). This guide breaks down the characters 广 (guǎng), 告 (gào), and 牌 (pái) to reveal the term's literal meaning: 'a wide announcement sign'. We'll explore the cultural significance of 广告牌 in China's bustling cityscapes, provide practical example sentences for everyday use, and compare it to other related advertising terms. Whether you're navigating a Chinese city or just want to expand your vocabulary, understanding this common word is essential.

• Pinyin (with tone marks): guǎnggàopái
• Part of Speech: Noun
• HSK Level: HSK 4
• Concise Definition: A billboard, signboard, or hoarding used for public advertising.
• In a Nutshell: 广告牌 (guǎnggàopái) is the most direct and common Chinese word for a billboard. Think of the massive, colorful signs you see along highways, on the sides of tall buildings in cities like Shanghai or Beijing, or even smaller, free-standing signs in public squares. It's a very physical and visual term, referring specifically to the actual board or structure where an advertisement is displayed.

• 广 (guǎng): This character originally depicted a house or shelter with a large, sloping roof. Its modern meaning is “wide,” “broad,” or “extensive.”
• 告 (gào): This character is a combination of 'cow' (牛) at the top and 'mouth' (口) at the bottom. The traditional explanation is that it represents an ox crying out, leading to its meaning of “to announce,” “to tell,” or “to inform.”
• 牌 (pái): This character is composed of the 'piece of wood' radical (片) on the left and a phonetic component (卑) on the right. It means a “plate,” “tablet,” or “sign,” often made of wood or metal.

Putting them together, 广告 (guǎnggào) is the word for “advertisement” (literally “to widely announce”). Adding 牌 (pái), meaning “board” or “sign,” creates 广告牌 (guǎnggàopái) — a “wide announcement board,” which is a perfect description of a billboard.

While “billboard” in English is a purely commercial term, 广告牌 in China are a dominant and unmissable feature of the urban aesthetic. They are a powerful symbol of China's rapid economic development and embrace of consumer culture over the past few decades. Strolling through any major Chinese city, you are surrounded by a visual tapestry of 广告牌, from giant, flashing LED screens on skyscrapers in Shanghai's Pudong district to more modest signs above small shops. This sheer density and visual “noise” can be overwhelming to a Western visitor accustomed to stricter zoning laws that often limit the size and placement of such advertisements. In this way, 广告牌 are not just ads; they are a piece of the modern Chinese cityscape's identity. They reflect a society in fast-forward, where local and international brands fiercely compete for the attention of consumers in a visually crowded marketplace.

广告牌 is a neutral, descriptive term used in all levels of formality.

• As a Landmark: In everyday conversation, a prominent 广告牌 is often used as a landmark or meeting point, much like in English. “Let's meet under the big red Coca-Cola billboard.”
• In Business and Marketing: In a professional context, companies will discuss renting, designing, or placing a 广告牌 as part of their marketing strategy. The term applies equally to old-fashioned painted signs and modern, dynamic digital displays.

• Example 1:
  • 高速公路旁边有很多广告牌。
  • Pinyin: Gāosù gōnglù pángbiān yǒu hěn duō guǎnggàopái.
  • English: There are a lot of billboards next to the highway.
  • Analysis: A simple, descriptive sentence. This is one of the most common contexts for seeing 广告牌.
• Example 2:
  • 那个巨大的广告牌上是谁的广告？
  • Pinyin: Nàge jùdà de guǎnggàopái shàng shì shéi de guǎnggào?
  • English: Whose advertisement is on that huge billboard?
  • Analysis: This sentence shows how to ask about the content of a 广告牌. Note the use of 巨大 (jùdà) for “huge.”
• Example 3:
  • 我们就在那个红色的广告牌下面见面吧。
  • Pinyin: Wǒmen jiù zài nàge hóngsè de guǎnggàopái xiàmiàn jiànmiàn ba.
  • English: Let's just meet under that red billboard.
  • Analysis: A perfect example of using a 广告牌 as a practical meeting point. The particle 吧 (ba) softens the suggestion.
• Example 4:
  • 这家公司花了很大一笔钱租下了市中心的广告牌。
  • Pinyin: Zhè jiā gōngsī huāle hěn dà yī bǐ qián zūxiàle shìzhōngxīn de guǎnggàopái.
  • English: This company spent a large sum of money to rent the billboard in the city center.
  • Analysis: This sentence demonstrates the business context of renting advertising space. 租下 (zūxià) means “to rent (and secure).”
• Example 5:
  • 这个新的数字广告牌可以显示动态视频。
  • Pinyin: Zhège xīn de shùzì guǎnggàopái kěyǐ xiǎnshì dòngtài shìpín.
  • English: This new digital billboard can display dynamic videos.
  • Analysis: Shows the modern application of the term to digital screens. 数字 (shùzì) means “digital.”
• Example 6:
  • 市政府决定拆除一些影响市容的广告牌。
  • Pinyin: Shìzhèngfǔ juédìng chāichú yīxiē yǐngxiǎng shìróng de guǎnggàopái.
  • English: The city government decided to remove some billboards that affect the city's appearance.
  • Analysis: This sentence introduces a more formal context related to urban planning. 拆除 (chāichú) means “to dismantle” or “tear down.”
• Example 7:
  • 广告牌被昨天的台风刮坏了。
  • Pinyin: Guǎnggàopái bèi zuótiān de táifēng guā huài le.
  • English: The billboard was broken by yesterday's typhoon.
  • Analysis: An example using the passive voice with 被 (bèi) to show something happened to the billboard.
• Example 8:
  • 我觉得这个广告牌的设计很有创意。
  • Pinyin: Wǒ juéde zhège guǎnggàopái de shèjì hěn yǒu chuàngyì.
  • English: I think the design of this billboard is very creative.
  • Analysis: A good sentence for expressing an opinion about a 广告牌.
• Example 9:
  • 你能看清那个广告牌上的小字吗？
  • Pinyin: Nǐ néng kàn qīng nàge guǎnggàopái shàng de xiǎo zì ma?
  • English: Can you clearly see the small characters on that billboard?
  • Analysis: A practical question. 看清 (kàn qīng) means “to see clearly.”
• Example 10:
  • 为了宣传新产品，他们竖起了一个新的广告牌。
  • Pinyin: Wèile xuānchuán xīn chǎnpǐn, tāmen shùqǐle yī gè xīn de guǎnggàopái.
  • English: In order to promote the new product, they erected a new billboard.
  • Analysis: 竖起 (shùqǐ) is a specific verb for “to erect” or “to set up vertically,” often used for signs, statues, or flags.

A common mistake for learners is to use 广告牌 for any kind of sign. It's crucial to remember that 广告牌 specifically refers to a sign for advertising, and usually a large one.

• Incorrect: 我找不到洗手间的广告牌。 (Wǒ zhǎo bú dào xǐshǒujiān de guǎnggàopái.)
• Why it's wrong: This means “I can't find the bathroom's billboard.” A sign indicating a restroom is a directional or informational sign, not an advertisement.
• Correct: 我找不到洗手间的标志 (biāozhì) / 指示牌 (zhǐshìpái). (I can't find the bathroom sign.)