摘要
以2008北京奥运会的视觉形象推广为切入点,分析了中国国家形象在奥运会承办期间的视觉推广与传播途径。论述了奥运传媒优势,进而分析了奥运会主办城市特色及庆典活动的视觉形象设计与文化推广方式。在此基础上,通过一系列奥运营销,实现了东方儒家文化与奥运文化的融合,让北京奥运成为塑造中国国家视觉形象的最佳舞台。
Taking the visual image promotion of 2008 Beijing Olympic Games as the breakthrough point,it analyzed the visual image promotion and the propagation path of our country during the Olympic Games.It elaborated the advantage of Olympic Media and analyzed the characteristics of Olympic host city.Besides,the visual image design and culture promotion means of celebrations were analyzed.On this basis,the fusion of confucianism culture and the Olympic culture will be accomplished through a series of Olympics Marketing strategies.Therefore,Beijing Olympic Games will become the best stage to portray the state-image of China.
出处
《包装工程》
CAS
CSCD
北大核心
2011年第16期93-96,共4页
Packaging Engineering
关键词
奥运会
国家形象
形象推广
the Olympic Games
visual culture
image promotion
