Abstract: As the representative of red culture， the Long March slogans are not only the physical expression of the combination of the basic principles of Marxism and the practice of the Chinese revolution， but also the fruit of the combination of the basic principles of Marxism and the excellent traditional culture of China. Its rich ideological and political education resources provide vivid materials for carrying out ideological and political education in the new era. In order to better realize the ideological and political educational value of the Long March slogans in the new era， we need to activate the red gene of the Long March slogans and give the educational role of red culture to full play so as to construct the discourse system of the people using the language art of Long March slogans， and to shape the new pattern of mainstream public opinion by making use of the media of Long March slogans.

Key words: “Long March” slogans, ideological and political education, red culture, the spirit of revolution, the spirit of the “Long March”