f Transition of Chinese family planning slogans and posters

China's family planning slogans and posters, looked at over time, reflect an evolution in the communication approach used by the message senders. This article employs both qualitative and quantitative approaches to record family planning slogans and posters throughout China. It finds that changes in the political, economic, technological and population environments in China have been accompanied by significant transitions in China's family planning slogans and posters. Message senders have re-conceptualized their orientation from control to service. While new commercial slogans and posters have come on the scene, there are still many family planning slogans and posters in cities and villages. The forms of slogans and posters have become more colourful and advanced, and the contents have become more elaborated: more humanistic contemporary ones have replaced the intimidating and forceful slogans and posters of the past. The old propaganda model of family planning slogans and posters is undergoing transformation in China to the persuasion model.