南京2014青奥会推广宣传片视觉文化解析  

Visual Culture Analysis of Publicity Program of Youth Olympic Games in Nanjing,2014

作　　者：樊东声[1] 史立峰[1] 

机构地区：[1]南京交通职业技术学院体育部,江苏南京211188

出　　处：《体育成人教育学刊》2012年第6期1-3,共3页Journal of Sports Adult Education

基　　金：江苏省体育局2010年度体育科技项目局管课题(TY10130)

摘　　要：青奥推广宣传片是以视觉符号为传播的电视影像文本,是外界连接主办城市的主要媒介。它将主办城市要传递的体育精神、主办理念等转换为一连串的接近真实意象的视觉符号,并以"隐喻"的方式传达价值观。运用视觉文化传播的符号学方法,对南京2014年青奥会推广宣传片进行宏观和微观的视觉文化分析。The publicity program of Youth Olympic Games is the visual text tranmitted with visual signs and is the main media connecting the host city.It transforms the sports spirit,host concept and something like that the host city want to deliver into a series of visual signs which resemble true images,and deliver its values in a metaphorical way.The paper proposes to apply the semiotics method of the visual culture transmission to analyze the extending broadcast program of Youth Olympic Games of Nanjing,in 2014,with a macroscopic and microcosmic visual culture view.

关 键 词：青奥会 宣传片 视觉符号 视觉文化 

分 类 号：G80-05[文化科学—运动人体科学]