作　　者： ;

机构地区： 上海师范大学

出　　处： 《广告大观（理论版）》 2011年第2期100-105,共6页

摘　　要： 2010年上海世博会的成功举办是一次展示上海城市形象、弘扬海派文化精萃的机遇,世博宣传片作为世博会的形象广告发挥了重要作用。本文以世博宣传片《我们的城市,我们的世博会》为研究对象,运用符号学的方法,通过宏观和微观两个层面的视角对片中的海派文化符号进行解读,揭示了片中的"现代化迷思"和"世博之城"的迷思是如何建构的,并且分析了海派文化在建构受众的认同上"缺位"的原因。 It was a good opportunity for Shanghai city to exhibit its image and promote the essence of Shanghai style culture in the successful 2010 Expo. As an image advertisement, the propaganda film played an important role. This article analyzes the propaganda film ＂Our city, our expo＂ with the approach of Semiology and interprets the Shanghai style culture sign in the film through both the macroscopic and microscopic angles. It reveals how the myth of modernization and that of city of Expo were constructed. The author also analyses the absence of Shanghai style culture and the reasons for it.

关 键 词： 上海世博会 海派文化 符号学分析

领　　域： [经济管理] [经济管理]