롤랑 바르트의 기호학을 통한 올림픽 마스코트 애니메이션 광고의 의미작용에 관한 연구- 동계올림픽 마스코트를 중심으로 -

Abstract

Currently, the Olympic Games are a world-renowned sports event. In this case, the Olympic mascot, as a typical symbol of the previous Olympic Games, can be disseminated through animated advertisements, which can break through language and cultural barriers, and fully convey the concept and values of the Olympic spirit to the public. The study aims to analyze the symbolic significance of the Olympic mascot's animated advertisements through applying semiotic perspective, finding that the animated advertisement is the effective method to convey Olympic information. For the research method, it is to establish an analytical framework on the basis of Roland Barthes' semiotic system, analyze the symbolic elements of the animation advertising cases of the Winter Olympic Games' mascots, and list the function process of the symbols' meaning. The research results can be summarized in the following four aspects: firstly, the animated advertisements shape the image of the mascot through interesting stories; secondly, the visual symbols and auditory symbols are utilized to increase the expressive and infectious power of advertisements; thirdly, the animated advertisements reflect the Olympic spirit by showcasing the habits and characteristics of the mascot prototype; fourthly, animated advertisements appeal people to attach importance to environmental protection and sustainable development. In conclusion, animated advertisements, as a means of communication for the Olympics, play a guiding and educational role, which is conducive to enhancing the publicity effect of the Olympics. This study possesses reference significance for understanding the ways in which Olympic mascot's animated advertisements convey information.