The Construction Of National Image And Culture Appeal In Olympic Promotion

Olympic promotional include meaning transmission, image building, visual elements,is a concentration of art. As a kind of the national image promo, it has it’s own features.This article is divided into four parts, first, define the connotation of the “national image” within the scope of the narrow sense, namely "through the form of media and the public for a foreign countries with the National’s political, economic, environmental and cultural history of various elements,to built a relatively stable cognition". And on this basis, compare the difference between the national image and Olympic promotional,explore the uniqueness of propaganda of the Olympic Games.Then, the paper reviews the Olympic Games promo in different countries during the different period, and analysis the 2008 、 2022 Chinese-Beijing Olympic promos,2012 London Olympic promo,using semeiology theory, using case study method and literature research, text analysis and cultural research methods to analyze the above video’s text content, compare the Chinese & western Olympic promo, find out the similarities and differences in cultural appeal、structure as well as the common elements and typical model,finally puts forward some proposals to cross-cultural communication, the paper finally points out that in the process of the propaganda, the domestic and foreign governments,domestic and foreign media and foreign audiences together to complete the construction of national identity and identity, but in cross-cultural communication, the construct of image of the country is not the objective reappearance of the original text, the interpretation of symbols affected by economic power and ideology as well as the personal emotions of the audience, so cross-cultural advertising needs to be strategically, optimize the propagation behavior.