====== xuānchuán cè: 宣传册 - Brochure, Pamphlet, Leaflet ======
===== Quick Summary =====
  * **Keywords:** xuanchuan ce, 宣传册, brochure in Chinese, pamphlet in Chinese, leaflet, Chinese marketing material, promotional booklet, advertise in Chinese, company brochure, Chinese business vocabulary.
  * **Summary:** Learn the essential Chinese business term **宣传册 (xuānchuán cè)**, meaning "brochure," "pamphlet," or "leaflet." This guide breaks down the meaning of the characters 宣 (proclaim), 传 (transmit), and 册 (booklet) to reveal the word's logic. Discover how 宣传册 is a vital tool in modern Chinese marketing, tourism, and education, with practical example sentences and cultural insights to help you navigate real-world situations in China.
===== Core Meaning =====
  * **Pinyin (with tone marks):** xuānchuán cè
  * **Part of Speech:** Noun
  * **HSK Level:** HSK 5
  * **Concise Definition:** A printed informational document, often folded, used for promotion or advertising.
  * **In a Nutshell:** **宣传册 (xuānchuán cè)** is the standard Chinese word for any promotional booklet you might pick up. It's a very functional and direct term that literally translates to a "proclaim-transmit-booklet." Think of the tri-fold brochure at a tourist attraction, the glossy pamphlet for a new apartment complex, or the informational booklet at a university fair—all of these are a **宣传册**.
===== Character Breakdown =====
  * **宣 (xuān):** To declare, proclaim, or announce. The character shows a roof (宀) over a character representing circulating energy, suggesting an official announcement being spread from a central building.
  * **传 (chuán):** To transmit, pass on, or spread. The character combines the person radical (亻) with a component suggesting turning or passing along (专). It vividly depicts one person passing something to another.
  * **册 (cè):** A booklet or volume. This is a pictogram of ancient bamboo slips tied together with a cord, which was the original form of a book in China.
  * **How they combine:** The meaning is remarkably literal and transparent. **宣 (xuān)** and **传 (chuán)** form the word **宣传 (xuānchuán)**, meaning "to publicize" or "propaganda." Adding **册 (cè)**, the word for a booklet, creates **宣传册 (xuānchuán cè)**: a booklet specifically designed to publicize and transmit information.
===== Cultural Context and Significance =====
While not a deeply philosophical term, **宣传册** holds a significant place in the landscape of modern Chinese commerce and information sharing.
In the West, there are subtle distinctions between "brochure" (often high-quality, glossy), "pamphlet" (more informational, less salesy), and "leaflet" (often a single, cheaper sheet). The Chinese term **宣传册** is a much broader, all-encompassing category that covers all of these. The specific quality is usually understood from the context or by describing it (e.g., "a beautifully designed brochure," `设计精美的宣传册`).
In China's fast-paced, highly competitive market, the tangible nature of a **宣传册** still holds great value, even in a hyper-digital age. For everything from private tutoring centers and new restaurants to massive real estate developments, a well-designed **宣传册** is a standard part of the marketing toolkit. It's a physical, trustworthy piece of information that potential customers can take with them, a practice that remains deeply ingrained in Chinese business culture. It represents a direct, serious, and established approach to promotion.
===== Practical Usage in Modern China =====
**宣传册** is a neutral term used in formal and semi-formal contexts, primarily related to business, marketing, tourism, and education.
  * **In Business:** It's the go-to term for any promotional literature used at trade shows (`展会 zhǎnhuì`), in client meetings, or for product showcases.
  * **In Tourism:** Hotels, travel agencies, and tourist sites are filled with **宣传册** offering information on tours, sights, and services. A key phrase for any traveler is `有没有...的宣传册?` (Do you have a brochure for...?).
  * **In Education:** Universities and schools use **宣传册** for student recruitment (`招生 zhāoshēng`), detailing their programs, campus life, and application procedures.
The term itself is descriptive and carries no inherent positive or negative connotation. The quality and content of the brochure determine its perception.
===== Example Sentences =====
  * **Example 1:** 
    * 在酒店大堂，你可以找到很多旅游**宣传册**。
    * Pinyin: Zài jiǔdiàn dàtáng, nǐ kěyǐ zhǎodào hěnduō lǚyóu **xuānchuán cè**.
    * English: In the hotel lobby, you can find many tourist brochures.
    * Analysis: A very common and practical sentence for travelers in China.
  * **Example 2:** 
    * 请您看一下我们公司的新产品**宣传册**。
    * Pinyin: Qǐng nín kàn yīxià wǒmen gōngsī de xīn chǎnpǐn **xuānchuán cè**.
    * English: Please take a look at our company's new product brochure.
    * Analysis: A polite and standard phrase used in a business meeting or sales context. Using `您 (nín)` makes it formal.
  * **Example 3:** 
    * 这本**宣传册**的设计非常精美，很有吸引力。
    * Pinyin: Zhè běn **xuānchuán cè** de shèjì fēicháng jīngměi, hěn yǒu xīyǐnlì.
    * English: The design of this brochure is exquisite and very attractive.
    * Analysis: This sentence shows how you can describe the quality of a **宣传册**. `精美 (jīngměi)` is a great word for "exquisite" or "fine."
  * **Example 4:** 
    * 你好，请问你们有关于这个课程的**宣传册**吗？
    * Pinyin: Nǐ hǎo, qǐngwèn nǐmen yǒu guānyú zhège kèchéng de **xuānchuán cè** ma?
    * English: Hello, excuse me, do you have a brochure about this course?
    * Analysis: A useful pattern for asking for information at a school, gym, or training center.
  * **Example 5:** 
    * 他们正在街上发**宣传册**，推广他们的健身房。
    * Pinyin: Tāmen zhèngzài jiē shàng fā **xuānchuán cè**, tuīguǎng tāmen de jiànshēnfáng.
    * English: They are handing out leaflets on the street to promote their gym.
    * Analysis: `发 (fā)` means "to distribute," a common verb used with **宣传册** and `传单 (chuándān)`.
  * **Example 6:** 
    * **宣传册**里详细介绍了公司的历史和主要业务。
    * Pinyin: **Xuānchuán cè** lǐ xiángxì jièshào le gōngsī de lìshǐ hé zhǔyào yèwù.
    * English: The brochure details the company's history and main business operations.
    * Analysis: Shows that a **宣传册** is a container for information. `详细 (xiángxì)` means "in detail."
  * **Example 7:** 
    * 这家房地产公司的**宣传册**做得像一本高端杂志。
    * Pinyin: Zhè jiā fángdìchǎn gōngsī de **xuānchuán cè** zuò de xiàng yī běn gāoduān zázhì.
    * English: This real estate company's brochure is made like a high-end magazine.
    * Analysis: Highlights how elaborate and high-quality a **宣传册** can be, especially for high-value products.
  * **Example 8:** 
    * 我们的招生**宣传册**有中文和英文两个版本。
    * Pinyin: Wǒmen de zhāoshēng **xuānchuán cè** yǒu Zhōngwén hé Yīngwén liǎng gè bǎnběn.
    * English: Our admissions brochure has both Chinese and English versions.
    * Analysis: `招生 (zhāoshēng)` means "to recruit students," so a `招生宣传册` is an admissions/recruitment brochure.
  * **Example 9:** 
    * 我们需要为下周的展会加印一千份**宣传册**。
    * Pinyin: Wǒmen xūyào wèi xià zhōu de zhǎnhuì jiāyìn yīqiān fèn **xuānchuán cè**.
    * English: We need to print an additional thousand brochures for next week's trade show.
    * Analysis: `加印 (jiāyìn)` means "to print more" or "reprint." The measure word for brochures is `份 (fèn)`.
  * **Example 10:** 
    * 虽然现在流行电子**宣传册**，但我觉得纸质的还是更有质感。
    * Pinyin: Suīrán xiànzài liúxíng diànzǐ **xuānchuán cè**, dàn wǒ juéde zhǐzhì de háishì gèng yǒu zhìgǎn.
    * English: Although electronic brochures are popular now, I feel that paper ones still have a better texture/feel.
    * Analysis: This sentence contrasts digital (`电子`) and paper (`纸质`) brochures, reflecting a modern business discussion. `质感 (zhìgǎn)` refers to the tangible quality or texture of an object.
===== Nuances and Common Mistakes =====
  * **宣传册 (xuānchuán cè) vs. 传单 (chuándān):** This is the most common point of confusion.
    * **宣传册** is a "brochure" or "pamphlet." It implies a certain level of design and information, and is almost always folded or bound like a booklet.
    * **传单 (chuándān)** is a "flyer" or "leaflet." It literally means "transmit-sheet." This usually refers to a single, unfolded sheet of paper, often printed more cheaply and handed out in large quantities on the street.
    * **Mistake:** Calling a high-quality, multi-page company profile a `传单`. It makes the material sound cheap and insignificant. Use **宣传册**.
  * **宣传册 (xuānchuán cè) vs. 广告 (guǎnggào):**
    * **宣传册** is a //physical object//—a type of printed advertisement.
    * **广告 (guǎnggào)** is the general concept of "advertisement" or "a commercial." It can be a TV ad, a billboard, a magazine ad, or an online banner.
    * **Mistake:** Pointing to a billboard and saying, "那是一个很大的宣传册" ("That is a very big brochure"). You should say, "那是一个很大的广告" ("That is a very big advertisement").
===== Related Terms and Concepts =====
  * [[传单]] (chuándān) - Flyer, leaflet. A simpler, often single-sheet promotional paper. More disposable than a **宣传册**.
  * [[广告]] (guǎnggào) - Advertisement, commercial. The general, overarching concept of advertising in any medium.
  * [[海报]] (hǎibào) - Poster. A large printed notice or picture used for decoration or advertising on a wall.
  * [[说明书]] (shuōmíngshū) - Instruction manual. A booklet that explains how to operate a product. Its purpose is to explain, not to persuade.
  * [[目录]] (mùlù) - Catalog. A comprehensive list of items for sale, like an IKEA or mail-order catalog. Usually much thicker than a **宣传册**.
  * [[宣传]] (xuānchuán) - (v./n.) To publicize, promote; publicity, propaganda. This is the core action/concept behind creating a **宣传册**.
  * [[小册子]] (xiǎo cèzi) - Booklet. A general term for any small, thin book. A **宣传册** is a specific //type// of **小册子**.
  * [[名片]] (míngpiàn) - Business card. Another essential piece of printed material in Chinese business culture.
  * [[营销]] (yíngxiāo) - Marketing. The broader business field that involves creating and distributing **宣传册**.
  * [[推广]] (tuīguǎng) - To promote, to popularize. A common verb for the activities a **宣传册** is designed to support.