| 谈奥运会吉祥物的内涵及价值 |
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| 引用本文： | 姜广义.谈奥运会吉祥物的内涵及价值[J].首都体育学院学报,2007,19(2):113-116. |
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| 作者姓名： | 姜广义 |
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| 作者单位： | 辽宁师范大学体育学院,辽宁大连,116029 |
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| 摘 要： | 本文通过文献资料方法对奥运吉祥物的产生、发展和内涵进行了研究,归纳分析出了吉祥物的特点。其外显特征大多以动物为原型,但也有卡通造型,神话故事的人物造型。这些不同的造型有其深刻的内涵,他们不仅是吉祥、圆满、成功的象征,更重要的是代表了一定的地域性和民族性;在彰显奥林匹克文化思想的同时,其地域文化内涵得到进一步诠释;吉祥物作为一种特殊商品的商业价值被进一步放大,其本身蕴藏的经济价值在整个奥运经济中的比重越来越大,从而促进相关产业的发展;另一方面吉祥物又具有传播和教育的媒介作用,在唤醒全社会的人保护自然,增强人与自然和谐相处的意识方面有重要的社会价值。
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| 关 键 词： | 吉祥物 经济价值 文化价值 社会价值 |
| 文章编号： | 1009-783X(2007)02-0113-03 |
| 修稿时间： | 2006年3月27日 |
On the Connotation and Value of Olympic Mascots |
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| JIANG Guang-yi.On the Connotation and Value of Olympic Mascots[J].Journal of Capital College of Physical Education,2007,19(2):113-116. |
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| Authors: | JIANG Guang-yi |
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| Abstract: | This paper offers a study of the origination,development and connotation of Olympic mascots and summarizes the characteristics of mascots by means of literature review.It is noted many of the mascots take the typical appearance of animals,while others are cartoon characters or the images of characters from fairy tales.These various designs normally embody profound meanings.They not only symbolize luck,consummation and success,but also represent certain regional and national culture.While expressing the Olympic culture and ideas,their connotation of regional culture is further interpreted.As a special commodity,the commercial value of mascots is enhanced and takes a greater portion in the whole Olympic economy so as to promote the development of related industries.On the other hand,Olympic mascots can also serve as the media for communication and education,and have important social value in awakening the whole society to the protection of nature and the harmonious living of man and nature. |
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| Keywords: | Mascot Economic value Cultural value Social value |
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