世界性、民族性及其他——2008年北京奥运会相关视觉设计的两种叙事策略与国家形象的现代诉求

Cosmopolitanism,Nationalism and Others——Two Narrative Strategies of Visual Design Related to the 2008 Beijing Olympic Games and Modern Appeal of National Image

2008年北京奥运会是中国历史上第一次主办世界最大规模的体育盛会。无论是“新北京,新奥运”,还是“同一个世界,同一个梦想”,无不映射了北京奥运会建构“现代中国”的核心叙事主题与国家形象诉求。这在与奥运会相关的视觉设计中有着鲜明的体现。本文通过陈述北京奥运会场馆建筑设计和视觉形象系统设计,分别从世界性(全球化)和民族性两个视角分析北京奥运会是如何在视觉层面实现国家形象的现代诉求的。

The 2008 Beijing Olympic Games was the first time in Chinese history to host the world’s largest sports event.Whether it is the“New Beijing,Great Olympics”or the“One World,One Dream”,it reflected the core narrative theme and national image appeal of the Beijing Olympic Games for the construction of“Modern China”,which was clearly reflected in the visual design related to the Olympic Games.By stating the architectural design of the Beijing Olympic Games venues and visual image system design,this paper analyzes how the Beijing Olympic Games realizes the modern appeals of the national image from the perspectives of cosmopolitanism(globalization)and nationalism.