08奥运文化视觉形象系统的符号学阐释
发布时间：2019-05-16 02:37
【摘要】： 中国自二十世纪七十年代实行改革开放政策以来,不仅日渐进入世界政治经济强国行列,在文化方面也有了长足的进步。如今的中国已经在世界舞台上扮演着重要的角色,这一点,我们从北京成功申办2008年奥运会,并且收获了全世界如潮的赞美声中便可见一斑。 奥运会得以成功举办的其中一个重要原因就是北京出色的宣传工作,尤其是对奥运视觉符号的设计工作。奥运会的视觉符号系统包括所有为体现和展示本届奥运会而设计的可视符号,例如会徽、吉祥物、火炬等等。这个系统中最重要的五个视觉符号就是会徽、吉祥物、火炬、奖牌和运动图标。由于视觉符号是能够带给人们对奥运会第一印象的标志,其设计不仅要美观大方、简洁醒目,而且要能够反映出举办城市的文化特色以及展示出奥运精神。因此,奥运会的视觉符号设计工作就变得格外重要。而北京则出色的完成了这一工作。 此外,在中国尽情地向世界展示她独有的魅力的同时,世界其他国家对中国文化也越来越感兴趣,这使得中外文化交流变得日益频繁。北京奥运会的宣传工作对这种交流也不无贡献,因为从一定程度上讲,举个例子,人们可以通过欣赏奥运会徽来了解中国文化。 “符号学”的思想是在20世纪初由瑞士语言学家索绪尔(Ferdinand de Saussure)首先提出的,是研究表征和意指方式的科学。符号学很早便在西方开始有了研究,目前已形成各种理论体系和研究流派。中国的符号学研究起步较晚,真正成规模的符号学研究是从20世纪80年代才开始的。我国学者对索绪尔语言学、符号学思想的研究突出的两个主题上:一是索绪尔语言学思想及其根本原则,二是对索绪尔语言学理论中的二元对立思想的论述。 符号学理论起源于语言学,因此,它的指导意义和应用在语言学中体现的最为明显。然而,作为一门新的方法论和一个新的研究视角,符号学在其他学科的研究中也具有较强的指导意义和广阔的应用前景,这一点尤其体现在文化艺术领域中。近年来,国外学者不仅对于索绪尔的符号学思想有所研究,而且把其成果运用到了符号学以外的领域。近几年,国内也出现了一些用索绪尔的符号学思想来对广告及其他文化艺术现象进行分析的研究成果。 索绪尔的符号学传统是把符号学的研究对象从语言扩大到非语言的符号系部分。然而索绪尔的具体研究仍然局限在语言学领域内,符号界的这些研究也存在着问题:一是对整个符号学的研究过于理论化,著作或论文与社会问题结合的不够,与实践联系欠紧密;二是对索绪尔的理论研究仍然偏重于符号的语言功能,对其社会功能的体现范围狭窄。 为了给符号学的研究带来新的课题,注入新鲜血液,同时也为给相关领域提出一些启示,本文以“08奥运视觉形象系统的符号学阐释”作题,基于以上存在的问题提出了以下研究问题: 1.构成08北京奥运会各个文化视觉符号的元素是什么? 2.这些文化视觉符号的元素的符号学意义是什么? 本文运用理论分析以及实证研究的方法,基于索绪尔的符号学思想理论,结合有关中国传统文化的文献资料,对2008年北京奥运会的五大文化视觉符号(会徽、吉祥物、奖牌、火炬和运动图标)进行分析阐释,旨在拓展索绪尔的符号学思想理论的运用领域,使其理论更加实用,同时也为跨文化交际提出一些启示,此外,本文的研究成果也可以为中国今后在为举办大型赛事活动而进行的文化宣传提供策划依据以及指导意见和建议。
[Abstract]:Since the reform and opening-up policy in the 1970s, China has not only entered the ranks of the world's political and economic powers, but also has made great progress in the field of culture. China has played an important role on the world stage, which has succeeded in hosting the 2008 Olympic Games from Beijing, and has harvested a lot of praise from the world, such as the tide. One of the most important reasons for the success of the Olympic Games is the excellent publicity work in Beijing, especially for the Olympic visual symbols The visual symbol system of the Olympic Games includes all visual symbols designed to reflect and show this Olympic Games, such as the emblem, mascot, fire. The most important five visual symbols in this system are the emblem, the mascot, the torch, the medal and the luck. As the visual symbol is the mark that can bring people to the first impression of the Olympic Games, its design is not only elegant, concise and striking, but also can reflect the cultural characteristics of the host city and the exhibition of the Olympic Games The spirit of the Games. Therefore, the design of the visual symbol of the Olympic Games has become the case. It's important. And Beijing's done well. In addition, while China shows her unique charm to the world, the rest of the world is more and more interested in Chinese culture, which makes the Chinese and foreign cultural exchanges The flow is becoming more and more frequent. The Beijing Olympic Games have no contribution to such exchanges, for example, for example, people can enjoy the Olympic emblem The idea of "semiotics" is first put forward by the Swiss linguist, Ferdinand de Sousse, in the early 20th century. The science of characterization and means. Semiotics has been studied early in the West and is now formed. The study of semiotics in China is very late, and the real scale of the semiotics is from 2. The study of Saussure's linguistic and semiotics is one of the two main themes of the study of Saussure's linguistics and semiotics: one is the Saussure's linguistic thought and its fundamental principle, and the other is the Saussure's theory of linguistics. The theory of semiotics, which is originated in linguistics, is of guiding significance. However, as a new methodology and a new research perspective, the semiotics has a strong guiding significance and a wide application prospect in other subjects. This is especially reflected in the field of culture and art. In recent years, foreign scholars have not only studied the semiotics thought of Saussure, but also The result is applied to the field other than the semiotics. In recent years, there have also been some semiotics thought of Saussure to apply to the advertisement and others. The research results of the analysis of the phenomenon of culture and art. The semiotics of Saussure is the use of semiotics. The study object is extended from the language to the non-language symbol system part. However, the specific research of Saussure is still limited in the field of linguistics, and the research of the symbol circles also has the problem: First, the study of the whole semiotics is too theoretical, the work or the paper The combination of social problems is not enough, and it is under close contact with practice; the other is that the theoretical study of Saussure is still more important than the symbol In order to bring new problems to the study of semiotics, the new blood is injected, and some enlightenment is made to the related fields. The following research questions are put forward based on the above problems: 1. Elements that form the cultural visual symbols of the 2008 Beijing Olympic Games What is the element of these cultural visual symbols?2. What is the semiotics meaning of the elements of these cultural visual symbols? This paper uses the theory analysis and the method of the empirical study, based on Saussure's theory of semiotics and combines with the traditional Chinese culture. The paper makes an analysis and interpretation of the five cultural visual symbols (emblem, mascot, medal, torch and movement icon) of the 2008 Beijing Olympic Games, and aims at expanding the semiotics thought of Saussure. The application of the theory makes the theory more practical, and also brings some enlightenment to the cross-cultural communication, and the research results in this paper can also be Chinese
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J505
本文编号：2477954
[Abstract]:Since the reform and opening-up policy in the 1970s, China has not only entered the ranks of the world's political and economic powers, but also has made great progress in the field of culture. China has played an important role on the world stage, which has succeeded in hosting the 2008 Olympic Games from Beijing, and has harvested a lot of praise from the world, such as the tide. One of the most important reasons for the success of the Olympic Games is the excellent publicity work in Beijing, especially for the Olympic visual symbols The visual symbol system of the Olympic Games includes all visual symbols designed to reflect and show this Olympic Games, such as the emblem, mascot, fire. The most important five visual symbols in this system are the emblem, the mascot, the torch, the medal and the luck. As the visual symbol is the mark that can bring people to the first impression of the Olympic Games, its design is not only elegant, concise and striking, but also can reflect the cultural characteristics of the host city and the exhibition of the Olympic Games The spirit of the Games. Therefore, the design of the visual symbol of the Olympic Games has become the case. It's important. And Beijing's done well. In addition, while China shows her unique charm to the world, the rest of the world is more and more interested in Chinese culture, which makes the Chinese and foreign cultural exchanges The flow is becoming more and more frequent. The Beijing Olympic Games have no contribution to such exchanges, for example, for example, people can enjoy the Olympic emblem The idea of "semiotics" is first put forward by the Swiss linguist, Ferdinand de Sousse, in the early 20th century. The science of characterization and means. Semiotics has been studied early in the West and is now formed. The study of semiotics in China is very late, and the real scale of the semiotics is from 2. The study of Saussure's linguistic and semiotics is one of the two main themes of the study of Saussure's linguistics and semiotics: one is the Saussure's linguistic thought and its fundamental principle, and the other is the Saussure's theory of linguistics. The theory of semiotics, which is originated in linguistics, is of guiding significance. However, as a new methodology and a new research perspective, the semiotics has a strong guiding significance and a wide application prospect in other subjects. This is especially reflected in the field of culture and art. In recent years, foreign scholars have not only studied the semiotics thought of Saussure, but also The result is applied to the field other than the semiotics. In recent years, there have also been some semiotics thought of Saussure to apply to the advertisement and others. The research results of the analysis of the phenomenon of culture and art. The semiotics of Saussure is the use of semiotics. The study object is extended from the language to the non-language symbol system part. However, the specific research of Saussure is still limited in the field of linguistics, and the research of the symbol circles also has the problem: First, the study of the whole semiotics is too theoretical, the work or the paper The combination of social problems is not enough, and it is under close contact with practice; the other is that the theoretical study of Saussure is still more important than the symbol In order to bring new problems to the study of semiotics, the new blood is injected, and some enlightenment is made to the related fields. The following research questions are put forward based on the above problems: 1. Elements that form the cultural visual symbols of the 2008 Beijing Olympic Games What is the element of these cultural visual symbols?2. What is the semiotics meaning of the elements of these cultural visual symbols? This paper uses the theory analysis and the method of the empirical study, based on Saussure's theory of semiotics and combines with the traditional Chinese culture. The paper makes an analysis and interpretation of the five cultural visual symbols (emblem, mascot, medal, torch and movement icon) of the 2008 Beijing Olympic Games, and aims at expanding the semiotics thought of Saussure. The application of the theory makes the theory more practical, and also brings some enlightenment to the cross-cultural communication, and the research results in this paper can also be Chinese
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J505
【引证文献】
相关博士学位论文 前1条
1 宋新娟;中医传统图式符号审美及应用研究[D];武汉理工大学;2010年
相关硕士学位论文 前2条
1 姜晓伟;奥运会吉祥物设计及价值历史演进研究[D];首都体育学院;2011年
2 杨帆;上海世博会中美展馆文化元素的符号分析[D];兰州理工大学;2012年
，本文编号：2477954
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