奥运宣传片的视觉文化诉求解析——以2022北京冬奥会申奥片为例

An Analysis of Visual Cultural Demands of the Propaganda Film of Olympic Games

奥运宣传片以视觉符号为载体将举办城市的历史、文化、精神有效传播,是主办城市综合实力的缩影。选取2022北京冬奥会申奥片作为研究对象,从其文化特征入手将国别特征、群众基础、承办优势和实力、传承奥运精神等几方面进行文化解析,更好的接收、理解申办理念与文化诉求。从而为2022北京冬奥会奥运宣传片的制作与视觉形象的设计提供借鉴,通过塑造北京"双奥运"形象将中国推向世界,争取更有利的国际环境与舆论氛围。

The propaganda films of Olympic Games take the visual symbols as a carrier to propagate the history, culture, spirit of the host city, and they are a microcosm of the overall strength of the host city.Taking the application films of 2022 Beijing Olympic Games as an example, the essay analyzes the culture feature of the host city from the perspective of the national characteristics, the mass base, the advantage and strength and the Olympic spirit. Therefore, it can convey and understand the applying concept and cultural demands of the host city better. It aims to provide reference for the design of the visual image in 2022 Beijing Winter Olympic Games. Through the double Olympic Games, Beijing will open the door to the whole world and it will help China strive for a more favorable international environment and public opinion atmosphere.