Shanghai World Expo Semiotics Dissemination System And Effect Research

The great World Expo will be held on May 1st 2010 in Shanghai. This is a pageant concerned about various fields about global economy, science, technology and culture. It is an arena that all world people can share historical experience and wisdom, express cooperation spirit and look forward to development in the future. In order to turn this World Expo into "the world civilization grand pageant" successfully, Chinese Government attaches great importance to the world Expo. As early as the bidding day, Shanghai Municipal Government began to prepare actively in various aspects. With the approach of the opening of the Expo, to expand influence of World Expo in the world and attract more public participation in World Expo, Shanghai Municipal Government takes a variety of promotional measures at home and abroad to achieve the corresponding goals. In the sense of communication, these publicity measures for Expo are actually measures which use communication symbols to expand the influence of Expo on public. The series of communication symbols make up a communication system. The focus of the thesis lies in how the symbol system conveys the Expo themes, how to play the role of publicity, and how its effect goes.Taking the visual dissemination and the integrated marketing dissemination as the research way, this thesis utilizes Semiotics theory, according to different dissemination medias and different content, with the help of questionnaire survey result, carrying on the analysis to the Shanghai World Expo's dissemination symbolism's function and effect. Since the publicity of Expo is also the publicity of a city, it shares public and social spirit. Investigating the public symbol system helps us know what it means and broadcasts. Attracting and maintaining audiences' joint can build the propaganda system into sharing culture codes, which will play an important role for large-scale public welfare in the future.