In the functional orientation of propaganda slogans, developing people's livelihood replaces political struggle, and social integration replaces social mobilization.

Propaganda slogans carry specific information, attract the attention of the masses through short and powerful words, awaken their emotions, push them towards specific goals, and finally realize the established value demands. Because of this, the development of ideological and political education is always inseparable from propaganda slogans. Propaganda slogans such as "used to be cattle and horses, but now we have to be human" have the color of political struggle to meet the needs of political mobilization in wartime. During the period of socialist construction, the function of propaganda slogans has also changed from political struggle to developing people's livelihood. In the new era of Socialism with Chinese characteristics's construction, "villages are planned, the environment is picturesque, industries are distinctive, and stories are told in life" further highlights the dimension of developing people's livelihood. At the same time, it is also an evolution from social mobilization dimension to social integration dimension. The social group itself is contagious and suggestive, and the propaganda slogan captures the characteristics of this group to achieve the effect of social mobilization. During the revolutionary war years, the Party undertook the task of publicizing the revolution and mobilizing the masses because of the need of struggle, such as "The Red Army is a team of the poor, and the poor are welcome to participate". During the period of socialist construction, interests are complicated and ideologies collide with each other. In order to let the masses establish firm ideals and beliefs, ideological and political education pays attention to integrating the interests of all classes, strata and groups. Propaganda slogans such as "emancipating the mind, seeking truth from facts and uniting forward" shoulder the integration mission of ideological enlightenment, emotional awakening and cultural communication.