符号学下的奥运吉祥物

Olympic Mascots In the Context of Semiotics

在现代奥林匹克运动会中,吉祥物作为人们最为熟识的一个公共符号,在体育、政治、经济、文化多个领域的传播中均扮演着重要角色,它传递了不同国家、民族的世界观、价值观和社会情感,反映了一种文化对待环境的特殊态度、心理需要和价值取向,因而演变成为一种最能反映文化形态差异性的文化符号。通过对色彩符号,文字符号等方面的分析,坚信民族本土文化在与外来文化的交流融合中会获得发展机遇,要增强民族本土文化向外辐射的能力和抵御外来不良文化的能力。

In modem Olympic Games, mascots play important roles in the fields of physics, politics, economy and culture as the public symbol. They express various social values and emotions; reflect people＇ s special attitudes, psychological needs;thus change into cultural semiotics which can reflect cultural differences. By analyzing color semiotics ,word semiotics, the author firmly believe that：native national culture will acquire chances when encounter with foreign cultures, and native national culture should reinforce the ability to influence other cultures and resist negative foreign culture.