A Comparative Study Of The Construction Of National Image In China And Britain's Promo For Olympics Bid

The national promo for Olympics bid is a complex art that integrates visual elements,image construction and meaning.Although it is one type of the national image propaganda films,it subtly differs from other national image films despite of many similarities.As a means of visual propaganda to bid for opportunities to host Olympic Games,will the producers consciously present or construct some form of national image? How is this image conveyed and embodied? What is the difference between this process of communication in China and in other countries? What can this process reveal about the cross-cultural communication and the construction of the national image?In order to do a further study,this paper builds the framework as following.The first step is to determine the concept and connotation of the national image,to clarify the research objects and fields of this paper,to express the background and significance of the research on the Olympic Games,and to demonstrate the theoretical basis of the research and research method.At the same time,this research compares the Olympic promo with the national image film to study the special nature of the Olympic promo.Next,the author traces back the development of the Olympic propaganda film and the national image produced by the bidding countries in history.Based on the fact that the international image of Britain is the top of all the host countries at the adjacent time and much better than China,the author chose China and Britain's promo for Olympics bid as samples.Adopting the theory of Semiotics and the text analysis method,this study analyzes the visual texts of the Olympic promos.Then it summarizes the similar communication paradigms and co-signal elements in the two promos.From the microscopic perspective,it compares the performance differences between two Olympics films and analyzes the causes at the macro level.Finally,the author tries to give targeted,creative and constructive opinions on cross-cultural communication and national image construction in the future.