国家形象的第19届亚运会主题口号视觉文化转译

Visual Cultural Translation of National Image in the 19th Asian Games' Slogan

摘要:

国际性体育赛事中的国家形象以视觉形态跨语言文本转译，将近年来频繁承接的国际性体育赛事中的国家形象与体育精神把握为有效的文化价值输出。围绕主题口号显著的激励与动员的传播特性，运用文化转译跨越不同文化主体的能动性，比较分析近年来国际性体育赛事的主题口号视觉设计，进行国家形象的主题口号在文化层“意”“形”“用”的视觉设计在表现内涵、视觉创新、媒介应用的三个方面文化转译的方法建构。通过主题口号文化转译的实践重新考量国际性体育赛事交流中的国家形象，再次定义国际性赛事主题口号的视觉设计在不同文化聚集时的转译与传达，以期对我国国际性体育赛事中的国家形象文化传播方法提供参考借鉴。

Abstract:

The national image in international sports events is translated across languages in visual language. The national image and sportsmanship in the international sports events frequently undertaken in the recent year are grasped as effective cultural value output. The research focuses on the significant communication characteristics of the sport's slogans in terms of motivation and mobilization, and uses cultural translation to leap across the initiative of different cultural subjects to compare and analyze the visual design of slogans of international sports events in recent years, and construct the method of cultural translation of national images in the three aspects: expression connotation, visual innovation, and media application, in terms of visual design of "meaning", "form", and "use" at the cultural level. The national image in the communication of international sports events is reconsidered through the practice of visual design, which once again defines the translation and communication of the visual design of the slogans of international sport events when different cultures gather, with the aim of providing reference for the communication methods of national image culture in China's international sports events.