【摘要】： 中國(guó)自二十世紀(jì)七十年代實(shí)行改革開(kāi)放政策以來(lái),不僅日漸進(jìn)入世界政治經(jīng)濟(jì)強(qiáng)國(guó)行列,在文化方面也有了長(zhǎng)足的進(jìn)步。如今的中國(guó)已經(jīng)在世界舞臺(tái)上扮演著重要的角色,這一點(diǎn),我們從北京成功申辦2008年奧運(yùn)會(huì),并且收獲了全世界如潮的贊美聲中便可見(jiàn)一斑。 奧運(yùn)會(huì)得以成功舉辦的其中一個(gè)重要原因就是北京出色的宣傳工作,尤其是對(duì)奧運(yùn)視覺(jué)符號(hào)的設(shè)計(jì)工作。奧運(yùn)會(huì)的視覺(jué)符號(hào)系統(tǒng)包括所有為體現(xiàn)和展示本屆奧運(yùn)會(huì)而設(shè)計(jì)的可視符號(hào),例如會(huì)徽、吉祥物、火炬等等。這個(gè)系統(tǒng)中最重要的五個(gè)視覺(jué)符號(hào)就是會(huì)徽、吉祥物、火炬、獎(jiǎng)牌和運(yùn)動(dòng)圖標(biāo)。由于視覺(jué)符號(hào)是能夠帶給人們對(duì)奧運(yùn)會(huì)第一印象的標(biāo)志,其設(shè)計(jì)不僅要美觀大方、簡(jiǎn)潔醒目,而且要能夠反映出舉辦城市的文化特色以及展示出奧運(yùn)精神。因此,奧運(yùn)會(huì)的視覺(jué)符號(hào)設(shè)計(jì)工作就變得格外重要。而北京則出色的完成了這一工作。 此外,在中國(guó)盡情地向世界展示她獨(dú)有的魅力的同時(shí),世界其他國(guó)家對(duì)中國(guó)文化也越來(lái)越感興趣,這使得中外文化交流變得日益頻繁。北京奧運(yùn)會(huì)的宣傳工作對(duì)這種交流也不無(wú)貢獻(xiàn),因?yàn)閺囊欢ǔ潭壬现v,舉個(gè)例子,人們可以通過(guò)欣賞奧運(yùn)會(huì)徽來(lái)了解中國(guó)文化。 “符號(hào)學(xué)”的思想是在20世紀(jì)初由瑞士語(yǔ)言學(xué)家索緒爾(Ferdinand de Saussure)首先提出的,是研究表征和意指方式的科學(xué)。符號(hào)學(xué)很早便在西方開(kāi)始有了研究,目前已形成各種理論體系和研究流派。中國(guó)的符號(hào)學(xué)研究起步較晚,真正成規(guī)模的符號(hào)學(xué)研究是從20世紀(jì)80年代才開(kāi)始的。我國(guó)學(xué)者對(duì)索緒爾語(yǔ)言學(xué)、符號(hào)學(xué)思想的研究突出的兩個(gè)主題上:一是索緒爾語(yǔ)言學(xué)思想及其根本原則,二是對(duì)索緒爾語(yǔ)言學(xué)理論中的二元對(duì)立思想的論述。 符號(hào)學(xué)理論起源于語(yǔ)言學(xué),因此,它的指導(dǎo)意義和應(yīng)用在語(yǔ)言學(xué)中體現(xiàn)的最為明顯。然而,作為一門新的方法論和一個(gè)新的研究視角,符號(hào)學(xué)在其他學(xué)科的研究中也具有較強(qiáng)的指導(dǎo)意義和廣闊的應(yīng)用前景,這一點(diǎn)尤其體現(xiàn)在文化藝術(shù)領(lǐng)域中。近年來(lái),國(guó)外學(xué)者不僅對(duì)于索緒爾的符號(hào)學(xué)思想有所研究,而且把其成果運(yùn)用到了符號(hào)學(xué)以外的領(lǐng)域。近幾年,國(guó)內(nèi)也出現(xiàn)了一些用索緒爾的符號(hào)學(xué)思想來(lái)對(duì)廣告及其他文化藝術(shù)現(xiàn)象進(jìn)行分析的研究成果。 索緒爾的符號(hào)學(xué)傳統(tǒng)是把符號(hào)學(xué)的研究對(duì)象從語(yǔ)言擴(kuò)大到非語(yǔ)言的符號(hào)系部分。然而索緒爾的具體研究仍然局限在語(yǔ)言學(xué)領(lǐng)域內(nèi),符號(hào)界的這些研究也存在著問(wèn)題:一是對(duì)整個(gè)符號(hào)學(xué)的研究過(guò)于理論化,著作或論文與社會(huì)問(wèn)題結(jié)合的不夠,與實(shí)踐聯(lián)系欠緊密;二是對(duì)索緒爾的理論研究仍然偏重于符號(hào)的語(yǔ)言功能,對(duì)其社會(huì)功能的體現(xiàn)范圍狹窄。 為了給符號(hào)學(xué)的研究帶來(lái)新的課題,注入新鮮血液,同時(shí)也為給相關(guān)領(lǐng)域提出一些啟示,本文以“08奧運(yùn)視覺(jué)形象系統(tǒng)的符號(hào)學(xué)闡釋”作題,基于以上存在的問(wèn)題提出了以下研究問(wèn)題: 1.構(gòu)成08北京奧運(yùn)會(huì)各個(gè)文化視覺(jué)符號(hào)的元素是什么? 2.這些文化視覺(jué)符號(hào)的元素的符號(hào)學(xué)意義是什么? 本文運(yùn)用理論分析以及實(shí)證研究的方法,基于索緒爾的符號(hào)學(xué)思想理論,結(jié)合有關(guān)中國(guó)傳統(tǒng)文化的文獻(xiàn)資料,對(duì)2008年北京奧運(yùn)會(huì)的五大文化視覺(jué)符號(hào)(會(huì)徽、吉祥物、獎(jiǎng)牌、火炬和運(yùn)動(dòng)圖標(biāo))進(jìn)行分析闡釋,旨在拓展索緒爾的符號(hào)學(xué)思想理論的運(yùn)用領(lǐng)域,使其理論更加實(shí)用,同時(shí)也為跨文化交際提出一些啟示,此外,本文的研究成果也可以為中國(guó)今后在為舉辦大型賽事活動(dòng)而進(jìn)行的文化宣傳提供策劃依據(jù)以及指導(dǎo)意見(jiàn)和建議。
[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
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：J505

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 宋新娟;中醫(yī)傳統(tǒng)圖式符號(hào)審美及應(yīng)用研究[D];武漢理工大學(xué);2010年

相關(guān)碩士學(xué)位論文 前2條

1 姜曉偉;奧運(yùn)會(huì)吉祥物設(shè)計(jì)及價(jià)值歷史演進(jìn)研究[D];首都體育學(xué)院;2011年

2 楊帆;上海世博會(huì)中美展館文化元素的符號(hào)分析[D];蘭州理工大學(xué);2012年

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本文編號(hào)：2477954