体育、文化与视觉——“拉伊卜”视觉形象构建研究

世界杯吉祥物是跨文化传播过程中的重要文化符号。2022年卡塔尔世界杯吉祥物“拉伊卜”,以富于创意的视觉形象引发网络广泛关注及讨论,作为一种文化符号超脱了单纯的吉祥物内涵,成为融合艺术设计、文化传播及情感沟通的象征。本文以“拉伊卜”为研究对象,分析“拉伊卜”视觉形象的构建过程,探讨其背后蕴含的深层精神价值与文化内涵。这亦是呈现体育、文化与视觉三者密切关系的典型案例,对于体育赛事吉祥物视觉形象的构建具有借鉴意义。

The mascot of the World Cup is an important cultural symbol in the process of cross-cultural communication.La'eeb,the mascot of the 2022 Qatar World Cup,has aroused wide attention and discussion on the Internet with its creative visual image.As a cultural symbol,it transcends the simple connotation of a mascot and becomes a symbol of integrating art design,cultural communication and emotional communication.This paper takes La'eeb as the research object,analyzes the construction process of La'eeb visual image,and probes into the deep spiritual value and cultural connotation behind it.This is also a typical case showing the close relationship between sports,culture and vision,which has reference significance for the construction of the visual image of the mascot of sports events.