基于符号学双轴理论的奥运吉祥物解析  

ANALYSIS OF OLYMPIC MASCOTS BASED ON SEMIOTIC BIAXIAL THEORY

作　　者：钟文祺 刘平云[1] 

机构地区：[1]广州美术学院

出　　处：《包装与设计》2023年第1期112-113,共2页Package & Design

摘　　要：作为奥运会举办国所设计的国家象征符号,奥运会吉祥物承载着丰富的民族内涵和人文精神,在跨文化传播中扮演着重要的角色。本文基于符号学双轴理论,围绕奥运会吉祥物的民族性与世界性两个特征,从横组合轴和纵聚合轴两个维度揭示奥运会主办国如何通过奥运会吉祥物的符号文本编码来体现和传播自身民族文化、增强国际影响力,旨在丰富奥运会吉祥物的现有理论研究体系,同时为未来的奥运会吉祥物设计提供相关理论参考。As a national symbol designed by the host country of the Olympic Games, the Olympic mascot carries a rich national connotation and humanistic spirit, and plays an important role in cross-cultural communication. Based on the paradigmatic and syntagmatic theory, this paper focuses on the national and global characteristics of Olympic mascots, and reveals how the host countries reflect and spread their own national culture and enhance international influence through the text coding of Olympic mascot symbols in two dimensions: paradigmatic axis and syntagmatic axis. By doing so, this paper aims to enrich the existing theoretical research system of Olympic mascots, as well as to provide relevant theoretical references for future Olympic Games mascot designs.

关 键 词：符号学 组合轴 聚合轴 奥运吉祥物 

分 类 号：G81[文化科学—体育学]