申奥片的视觉文化分析研究——日本申办2016和2020年奥运会申奥片的比较研究

An Analysis of Sport Visual Culture——Taking latest two promotional videos for Olympic Games as a case

申奥宣传片是奥运会申办国、申办城市的综合实力的浓缩展现。申奥宣传片将申办国的价值观传播给观众,以期最大程度地对国际奥委会的评委们进行游说。这短短的5分钟内,不仅要构建出接近西方价值观的城市形象,更要以充满民族特色的国家形象满足西方评审们的"猎奇"心理,在申奥片中植入具有可识别性的国家符号。文章通过对日本2016年和2020年申奥宣传片研究其中体现的符号意义以及体育文化表象,分析申奥宣传片体现的体育文化以及视觉效果,对申奥片有一个更加清晰的认知,并对申奥发展过程有一个全新的认识。

Promotional video for Olympic Games shows the comprehensive of the promoting nation or city.The video delivers the values of the promoting nation to the audience,expecting the members of the International Olympic Committee can be lobbed as much as possible.In this brief 5minutes,directors need not only to build the city image which is close to western values,but also to satisfy the curiosities of the western judges by creating an ethnic image of the nation,which requires to implant recognizable signals of the country.The essay is going to study the meaning of the signals and sports cultural representations through the promotional videos of Japan 2016 and 2020for Olympic Games,analyzing the sports culture and visual effect in the videos,in order to have a clearer knowledge of the promotional video and a fresh cognition of the development of promoting process.