In The Name Of Image

This paper is based on image study, which describes and analyzes the 2008 Beijing Olympic Games image design and its whole process of organizing, evaluating and decision-making.The paper is divided into four parts as follows,The first part analyzes some problems in the selection of traditional images and its symbolic meanings during the image design of Beijing Olympic Games. From the perspective of national image strategy and national public decision-making, it mainly interprets the security policy's impacts on the selection of Beijing Olympic Games'images. Moreover, it also analyzes the relationship between images'symbolic meaning and traditional etiquette, and the relationship between folk conventions and international politics.The second part studies the unique way of organizing Beijing Olympic Games' image design, which is collective creating system. Therefore, it discusses the impacts of collective creating system on the organizing of image design. Furthermore, under this influence, the relationship between individuals and collective, and the protection of individual designers'rights are also discussed. It especially analyzes the relationship between the organizing form of collective creating system and the traditional obligation-orientated organizing form in Chinese society, which leads to the specific discussion of rights and obligations.The third part focuses on the study of quality-control system of Beijing Olympic Games'image design from the perspectives of designer's way of working, aesthetic tendency, evaluation standard, and evaluation procedure, etc. it also makes great efforts to analyze and discuss how to keep the balance of power in the process of evaluating design when it comes to deal with different people and different issues.The fourth part is based on the symbol of power of image. It discusses the relationship between commercial operation of Olympic brand as a symbol of power and its image strategy, especially focusing on those important issues—such as power game and the balance of interests among relevant government organizations, international and regional sports agencies, and commercial groups—in the process of sharing Olympic image value. It also talks about the realization of the public's expectation and their rights and interests under the government's goal of Olympic Games.