2022北京冬奥会会徽的多模态话语分析

Multimodal Discourse Analysis of 2022 Beijing Winter Olympics' Logo

基于视觉语法理论的再现意义、互动意义和构图意义,对2022北京冬奥会会徽进行多模态话语分析,旨在探究会徽的文字、图像、数字和颜色等多种模态如何协同构建意义。分析表明,冬奥会会徽利用中国书法、高感官情态颜色和合理的布局揭示了中华传统文化的深厚底蕴、五行说文化对中华价值理念的深远影响以及方位文化在我国传统文化中的重要地位。会徽的设计契合我国倡导的奥运理念,表达了我国人民积极向上的奥运精神和对2022北京冬奥会的热切企盼。

Based on the representational meaning,interactive meaning and compositional meaning of visual grammar,this paper conducts a multimodal discourse analysis of 2022 Beijing Winter Olympics’ Logo,aiming at studying how words,images,number and colors and other modalities of the logo coordinate with each other and construct meaning. Results show that the Winter Olympics’ logo uses Chinese calligraphy,high sensory modality of colors and appropriate arrangement of layout to reveal the richness of Chinese traditional culture,the profound influence of the five elements culture on Chinese values and the significant role of orientation culture in our traditional culture. The design of the logo aligns with the Olympic Games concepts proposed by our country,expresses the positive and energetic Olympic Games spirits and strong passion and longing of Chinese people towards the 2022 Beijing Winter Olympic Games.