Research On The Cultural Representation Of Mascots Of The Winter Olympics From The Perspective Of Semiotics

On February 4,2022,the opening ceremony of the 24th Winter Olympic Games was held at the Beijing National Stadium.Beijing is the world ’s first ’ Double Olympic City ’,the wonderful oriental ancient country once again embrace the world.At the Winter Olympics,the mascot ’Ice Pier’successfully ’circled ’ and became a new favorite in the history of mascots.It was loved and concerned by people all over the world.The huge flow of attention highlights the powerful communication efficiency and IP effect of the Winter Olympics mascot as a visual symbol.The mascot of the Winter Olympic Games integrates the country,nation,language and culture with sports as a link,and exports the Olympic spirit and culture to the world through developed modern technology and technical means.This is not only a channel for each host country to open up international exchanges,but also an important link to enrich the Olympic culture and Olympic heritage.This paper mainly uses text analysis and case analysis to analyze and excavate the cultural representation of the mascots of the Winter Olympic Games based on the semiotic modeling norms,taking the mascots of the Winter Olympic Games and the Winter Paralympic Games as samples.This paper combs the development process of the mascots of the Winter Olympic Games,and divides them into four stages:the initial exploration of the mascots of the Winter Olympic Games,the commercialization under the background of the ’Cold War’,the reform and development after the ’Cold War ’,and the new starting point of the diversified development of the mascots.The mascots of the Winter Olympics appear in a complete symbolic image.Under the guidance of the systematic norms of language structure,semantics and pragmatics,it is concluded that the mascots are mainly composed of four parts:design theme,color elements,moral elements and other elements.The expressive semantics,emotional semantics,functional semantics,aesthetic semantics,indicative semantics and symbolic semantics of the Winter Olympic mascots are analyzed.Clarify its context requirements and use characteristics from both physical and social aspects;hall ’s cultural representation theory is used to show the mascot culture of the Winter Olympic Games integrated into life,and to sort out the five levels of the construction of the mascot culture phenomenon of the Winter Olympic Games and the spread of design art techniques.