上海世博会符号传播系统及其效果研究.pdfVIP

摘要 举世瞩目的上海世博会将于2010 年5 月举行，这是一场全球经济、科技和 文化领域的盛会，是各国人民总结历史经验、交流聪明才智、体现合作精神、展 望未来发展的重要舞台。为了将这场世博会办成一届“世界文明的盛会”，中国 政府对这一世界展览会非常重视。从世博会申办成功那天起，上海市政府就积极 进行各个方面的准备，而随着世博会开幕的临近，为扩大世博会在全球的影响力， 吸引更多的公众参与世博会，上海市政府在国内外采取了多种宣传措施，以期达 到相应的目标。从传播学的角度来说，这些世博会的宣传措施其实是利用传播符 号扩大世博会对公众的影响程度的方法，这一系列的传播符号则构成了传播符号 系统。这些传播符号系统如何传达世博会主题、如何发挥宣传作用的以及其效果 如何是本文研究的重点。 本文主要运用符号学理论，以视觉传播及整合营销传播为研究途径，按照不 同的传播媒介和不同的传播内容，结合问卷调查的结果，对上海世博会的传播符 号系统的功能和作用进行分析。由于世博会的宣传也是对城市的宣传，具有一定 的公益性和社会性，考察这带有一定的公共性符号系统，掌握传播符号构成和所 表达的意义，维持受众之间的参与度，建立共享的文化符码，对这一传播系统在 以后的大型社会公益事业中继续发挥作用具有重要借鉴的意义。 关键词：上海世博会；传播学；符号学；视觉传播；CIS I ABSTRACT ABSTRACT AABBSSTTRRAACCTT 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 theExpo t