| Football originated in China.From the establishment of China's national men's football team in 1924 to China's successful entry into the World Cup finals in 2001,and now football competition has become one of the most concerned sports events in China,"football poster" has become an effective and persistent communication mode of Chinese football for a long time.After 15 years of development,the Chinese super league has become a traditional large-scale sports event in China,and the pre-game release of super league posters of various teams has become a classic part of the super league,adding fun to competitive sports.In the design of the poster,Chinese super league teams have added unique design symbols in order to highlight their different characteristics and desire to win or lose,which makes the poster not only have the characteristics of visual aesthetics,but also have close contact with social culture,implying rich connotation of mass culture.This paper focuses on the combination of visual culture and sport,through to the Chinese super poster visual symbol analysis as its transmission characteristics of symbols,then according to the content in the dialysis out posters symbol characteristics of cultural properties,extracting the interaction between sports and mass culture Angle,progressive transformation,in order to spread the main body of sports posters for the future of visual design to spleen,further the optimization process of sports posters or improvements for the innovative interpretation process.From the Angle of symbol semiotics,16 teams in the Chinese super league2016-2018 season before official 1240 posters as the research object,using SPSS the visual symbol of posters of a unified graphic symbol and text symbols analysis of coding,decoding and symbols,it is concluded that: spread as the main body,a variety of external representation conveys metaphor and there is some echo mass culture--the image symbols with strong regional characteristics,and highlight the athlete image construction;Text symbols are based on the expression of "dialect" and antagonistic discourse to achieve the construction of mass culture.Specifically,the posters form a benign social interaction with urban construction.The regional elements in the posters help to shape the "city brand" behind the super league teams and form various types of "city culture".Competitive sports broaden the aesthetic field of masculinity and enrich the social role of men in social development.The entertainment and antagonism in competitive sports enrich the composition of mass culture.Through the analysis of the cultural attributes contained in the posters with the characteristics of content symbols,it can be seen that the interaction between CSL posters and the mass society is not a one-sided relationship,but the result of the interweaving of regional culture,consumer culture and gender culture.The interaction between CSL poster and social culture also has more room for progress--the "regional culture" representation in the poster should explore more possibilities of city image;We should correctly examine the image building of male athletes' temperament in competitive sports,and strengthen their self-management in various aspects to set an example for the audience.By further improving the optimization process of sports posters,it is expected that in the future sports events can achieve more extension ofcommunication effects by virtue of the special medium of pre-game posters,which will provide new ideas for the visual communication of media in the future and increase the public's attention to sports posters. |
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