伦敦2012年申奥片的视觉文化传播研究

Visual Culture Communication Research of London Promo for Olympics 2012 Bid

申奥片是一个以影像为传播形态的视觉文本,申奥片拍摄者们将本国体育精神、申办理念转换为一个个视觉符号隐藏在申奥短片中,运用视觉的方式建构和传达出申办国的国家形象和人文观念,期望在申奥会议现场对国际奥委会的评委进行最后的视觉游说。对伦敦2012年奥运会申奥片进行宏观和微观上的视觉文化传播分析,有助于我们理解视觉符号如何通过视觉影像建构申奥国的国家形象,以及人们是如何通过视觉符号来理解和把握申奥国国家形象的。

Promo for Olympics Bid is a visual text which leverage the images as the communication patterns. The photographers of the Promo for Olympics Bid convert the national sportsmanship and bid philosophy to the visual symbols then reflect in the short films. They use the visual methods to construct the national image and human concepts of the biding countries. And expect to convince the International Olympic Committee judges in the Olympic Bid conference site. We try to study the Visual Culture Communication of London Promo for Olympics 2012 Bid in both macro and micro viewpoints. And then understand the how the visual films construct the national images of the biding countries through visual symbols, how people captures the national images from the understanding of those visual symbols.