Year: 2024
Type: article
Abstract: In the context of globalization, mascots serve not only as simple visual symbols but also as important mediums showcasing national cultural pride and soft power.This study aims to analyze the dissemination and integration of Olympic mascots across various countries, uncover the symbolic meanings embedded in mascot designs, and examine the national cultural symbols they contain.To this end, this study selected 14 mascots from the Summer Olympics held since 2000 and established an analytical matrix that includes icon, index, and symbol signs through theoretical investigation.The results organized through semiotic analysis of the visual, action, and symbolic information of Olympic mascots are as follows: First, mascot designs contain rich symbolic meanings and cultural information.Through unique designs such as animals, historical representatives, and traditional cultural elements, mascots can quickly convey the unique features and spiritual connotations of the host country.Second, mascot designs emphasize humanized characteristics and anthropomorphic expressions to enhance global appeal and emotional resonance with the audience.Additionally, innovative designs combining 3D expression methods and virtual reality technology increase interactivity and experiential value.Third, the non-verbal action symbols of mascots intuitively convey emotions and meanings through various body movements and expressions, transcending language and cultural barriers and promoting cultural exchange and cooperation.Mascots use visual and action information to convey each country's unique national cultural symbolism.Simple and clear visual symbols convey rich cultural connotations, enhancing international audiences' understanding of the host country.In the future, with advancements and innovations in technology, mascots will continue to provide new experiences and opportunities for cultural exchange to global audiences.
Authors: Luting Yang, Seokwon Han
Institution: Dankook University
Language: English
Subfield: Literature and Literary Theory
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4402932327