08奥运文化视觉形象系统的符号学阐释
|
摘要
中国自二十世纪七十年代实行改革开放政策以来,不仅日渐进入世界政治经济强国行列,在文化方面也有了长足的进步。如今的中国已经在世界舞台上扮演着重要的角色,这一点,我们从北京成功申办2008年奥运会,并且收获了全世界如潮的赞美声中便可见一斑。
奥运会得以成功举办的其中一个重要原因就是北京出色的宣传工作,尤其是对奥运视觉符号的设计工作。奥运会的视觉符号系统包括所有为体现和展示本届奥运会而设计的可视符号,例如会徽、吉祥物、火炬等等。这个系统中最重要的五个视觉符号就是会徽、吉祥物、火炬、奖牌和运动图标。由于视觉符号是能够带给人们对奥运会第一印象的标志,其设计不仅要美观大方、简洁醒目,而且要能够反映出举办城市的文化特色以及展示出奥运精神。因此,奥运会的视觉符号设计工作就变得格外重要。而北京则出色的完成了这一工作。
此外,在中国尽情地向世界展示她独有的魅力的同时,世界其他国家对中国文化也越来越感兴趣,这使得中外文化交流变得日益频繁。北京奥运会的宣传工作对这种交流也不无贡献,因为从一定程度上讲,举个例子,人们可以通过欣赏奥运会徽来了解中国文化。
“符号学”的思想是在20世纪初由瑞士语言学家索绪尔(Ferdinand de Saussure)首先提出的,是研究表征和意指方式的科学。符号学很早便在西方开始有了研究,目前已形成各种理论体系和研究流派。中国的符号学研究起步较晚,真正成规模的符号学研究是从20世纪80年代才开始的。我国学者对索绪尔语言学、符号学思想的研究突出的两个主题上:一是索绪尔语言学思想及其根本原则,二是对索绪尔语言学理论中的二元对立思想的论述。
符号学理论起源于语言学,因此,它的指导意义和应用在语言学中体现的最为明显。然而,作为一门新的方法论和一个新的研究视角,符号学在其他学科的研究中也具有较强的指导意义和广阔的应用前景,这一点尤其体现在文化艺术领域中。近年来,国外学者不仅对于索绪尔的符号学思想有所研究,而且把其成果运用到了符号学以外的领域。近几年,国内也出现了一些用索绪尔的符号学思想来对广告及其他文化艺术现象进行分析的研究成果。
索绪尔的符号学传统是把符号学的研究对象从语言扩大到非语言的符号系部分。然而索绪尔的具体研究仍然局限在语言学领域内,符号界的这些研究也存在着问题:一是对整个符号学的研究过于理论化,著作或论文与社会问题结合的不够,与实践联系欠紧密;二是对索绪尔的理论研究仍然偏重于符号的语言功能,对其社会功能的体现范围狭窄。
为了给符号学的研究带来新的课题,注入新鲜血液,同时也为给相关领域提出一些启示,本文以“08奥运视觉形象系统的符号学阐释”作题,基于以上存在的问题提出了以下研究问题:
1.构成08北京奥运会各个文化视觉符号的元素是什么?
2.这些文化视觉符号的元素的符号学意义是什么?
本文运用理论分析以及实证研究的方法,基于索绪尔的符号学思想理论,结合有关中国传统文化的文献资料,对2008年北京奥运会的五大文化视觉符号(会徽、吉祥物、奖牌、火炬和运动图标)进行分析阐释,旨在拓展索绪尔的符号学思想理论的运用领域,使其理论更加实用,同时也为跨文化交际提出一些启示,此外,本文的研究成果也可以为中国今后在为举办大型赛事活动而进行的文化宣传提供策划依据以及指导意见和建议。
Proposed by Swiss linguist Ferdinand de Saussure, semiotics, which is a science of phenomenon and connotation, has been studied early in the west and there have been various theoretical systems and schools. Saussure’s semiotical theory has been largely studied in China since the eighties, 20th and has been focusing on two subjects. The first one is Saussure’s semiotical thoughts and its basic principles and the second one is the studies on Saussure’s pairs of concepts. Since semiotics was originated from linguistics, its significance and practice have been obviously embodied in applied linguistics. And as a new methodology as well as a new aspect, it has the practical significance in other fields, especially in arts. During the recent years, there have been some studies about Saussure’s theoretical thoughts applied to analyze advertisements and other cultural and artistic phenomenon.
The tradition of Saussure’s semiotical theories is to extend the subjects of semiotics from linguistic semiotical fields to non-linguistic semiotical fields. However, Saussure’s research was still confined to linguistic fields and there have been two major problems in the researches in the semiotical fields. The first one is that most of the studies are over-theoretical and not so practical in use. The second one is that the studies on Saussure’s semiotical theories have been mainly focused on the linguistic functions but give little attention to its social functions.
In order to add some new blood to the semiotical field, and to extend the subjects of semiotical studies, as well as to give some useful implications to the relative fields, this thesis chooses“Semiotical Analysis of the Cultural Visual Image System of the 2008 Beijing Olympic Games”as its topic, raising the following two research questions based on the above problems:
Question1: What are the basic elements of each cultural visual image of the 2008 Beijing Olympic Games?
Question2: What are the semiotical significances of the identified elements in each cultural visual image of the 2008 Beijing Olympic Games?
With theoretical analysis and empirical research as its research methods, this thesis uses Saussure’s semiotical theories as well as the documents on the traditional Chinese culture to analyze the five main cultural visual images in the 2008 Beijing Olympic Games, namely, the emblem, the mascot, the medals, the torch and the designs of the programs, aiming at extending the usage of Saussure’s semiotical theories from the linguistic field to the cultural and the artistic fields, in order to make the theories more practical and to give some advise to the cross-cultural communication as well as to offer useful promotional ideas to the large-scaled sports or cultural games in China in the future.
奥运会得以成功举办的其中一个重要原因就是北京出色的宣传工作,尤其是对奥运视觉符号的设计工作。奥运会的视觉符号系统包括所有为体现和展示本届奥运会而设计的可视符号,例如会徽、吉祥物、火炬等等。这个系统中最重要的五个视觉符号就是会徽、吉祥物、火炬、奖牌和运动图标。由于视觉符号是能够带给人们对奥运会第一印象的标志,其设计不仅要美观大方、简洁醒目,而且要能够反映出举办城市的文化特色以及展示出奥运精神。因此,奥运会的视觉符号设计工作就变得格外重要。而北京则出色的完成了这一工作。
此外,在中国尽情地向世界展示她独有的魅力的同时,世界其他国家对中国文化也越来越感兴趣,这使得中外文化交流变得日益频繁。北京奥运会的宣传工作对这种交流也不无贡献,因为从一定程度上讲,举个例子,人们可以通过欣赏奥运会徽来了解中国文化。
“符号学”的思想是在20世纪初由瑞士语言学家索绪尔(Ferdinand de Saussure)首先提出的,是研究表征和意指方式的科学。符号学很早便在西方开始有了研究,目前已形成各种理论体系和研究流派。中国的符号学研究起步较晚,真正成规模的符号学研究是从20世纪80年代才开始的。我国学者对索绪尔语言学、符号学思想的研究突出的两个主题上:一是索绪尔语言学思想及其根本原则,二是对索绪尔语言学理论中的二元对立思想的论述。
符号学理论起源于语言学,因此,它的指导意义和应用在语言学中体现的最为明显。然而,作为一门新的方法论和一个新的研究视角,符号学在其他学科的研究中也具有较强的指导意义和广阔的应用前景,这一点尤其体现在文化艺术领域中。近年来,国外学者不仅对于索绪尔的符号学思想有所研究,而且把其成果运用到了符号学以外的领域。近几年,国内也出现了一些用索绪尔的符号学思想来对广告及其他文化艺术现象进行分析的研究成果。
索绪尔的符号学传统是把符号学的研究对象从语言扩大到非语言的符号系部分。然而索绪尔的具体研究仍然局限在语言学领域内,符号界的这些研究也存在着问题:一是对整个符号学的研究过于理论化,著作或论文与社会问题结合的不够,与实践联系欠紧密;二是对索绪尔的理论研究仍然偏重于符号的语言功能,对其社会功能的体现范围狭窄。
为了给符号学的研究带来新的课题,注入新鲜血液,同时也为给相关领域提出一些启示,本文以“08奥运视觉形象系统的符号学阐释”作题,基于以上存在的问题提出了以下研究问题:
1.构成08北京奥运会各个文化视觉符号的元素是什么?
2.这些文化视觉符号的元素的符号学意义是什么?
本文运用理论分析以及实证研究的方法,基于索绪尔的符号学思想理论,结合有关中国传统文化的文献资料,对2008年北京奥运会的五大文化视觉符号(会徽、吉祥物、奖牌、火炬和运动图标)进行分析阐释,旨在拓展索绪尔的符号学思想理论的运用领域,使其理论更加实用,同时也为跨文化交际提出一些启示,此外,本文的研究成果也可以为中国今后在为举办大型赛事活动而进行的文化宣传提供策划依据以及指导意见和建议。
Proposed by Swiss linguist Ferdinand de Saussure, semiotics, which is a science of phenomenon and connotation, has been studied early in the west and there have been various theoretical systems and schools. Saussure’s semiotical theory has been largely studied in China since the eighties, 20th and has been focusing on two subjects. The first one is Saussure’s semiotical thoughts and its basic principles and the second one is the studies on Saussure’s pairs of concepts. Since semiotics was originated from linguistics, its significance and practice have been obviously embodied in applied linguistics. And as a new methodology as well as a new aspect, it has the practical significance in other fields, especially in arts. During the recent years, there have been some studies about Saussure’s theoretical thoughts applied to analyze advertisements and other cultural and artistic phenomenon.
The tradition of Saussure’s semiotical theories is to extend the subjects of semiotics from linguistic semiotical fields to non-linguistic semiotical fields. However, Saussure’s research was still confined to linguistic fields and there have been two major problems in the researches in the semiotical fields. The first one is that most of the studies are over-theoretical and not so practical in use. The second one is that the studies on Saussure’s semiotical theories have been mainly focused on the linguistic functions but give little attention to its social functions.
In order to add some new blood to the semiotical field, and to extend the subjects of semiotical studies, as well as to give some useful implications to the relative fields, this thesis chooses“Semiotical Analysis of the Cultural Visual Image System of the 2008 Beijing Olympic Games”as its topic, raising the following two research questions based on the above problems:
Question1: What are the basic elements of each cultural visual image of the 2008 Beijing Olympic Games?
Question2: What are the semiotical significances of the identified elements in each cultural visual image of the 2008 Beijing Olympic Games?
With theoretical analysis and empirical research as its research methods, this thesis uses Saussure’s semiotical theories as well as the documents on the traditional Chinese culture to analyze the five main cultural visual images in the 2008 Beijing Olympic Games, namely, the emblem, the mascot, the medals, the torch and the designs of the programs, aiming at extending the usage of Saussure’s semiotical theories from the linguistic field to the cultural and the artistic fields, in order to make the theories more practical and to give some advise to the cross-cultural communication as well as to offer useful promotional ideas to the large-scaled sports or cultural games in China in the future.
引文
Barthes, Roland : Mythologies [M]. New York: Hill & Wang.1957.
Barthes, Roland: Elements of Semiology (trans. Annette Lavers & Colin Smith) [M]. London: Jonathan Cape.1987.
Barthes, Roland: Image-Music-Text [M]. London: Fontana.1977.
Barthes, Roland: The Fashion System [M] (trans. Matthew Ward & Richard Howard). London: Jonathan Cape.1985.
Baudrillard, Jean: Selected Writings [M](Ed. Mark Poster). Cambridge: Polity Press.1988.
Blonsky, Marshall (Ed.): On Signs: A Semiotics Reader [M]. Oxford: Blackwell.1985.
Bouissac, Paul (Ed.): Encyclopedia of Semiotics [M]. Oxford: Oxford University Press. 1998.
Chandler, Daniel: Semiotics: The Basics [M]. London: Routledge.2001.
Cobley, Paul & Litza Jansz: Introducing Semiotics (originally entitled Semiotics for Beginners [M]). Cambridge: Icon.[1997] 1999.
Coward, Rosalind & John Ellis: Language and Materialism: Developments in Semiology and the Theory of the Subject [M]. London: Routledge & Kegan Paul.1977.
Culler, Jonathan: The Pursuit of Signs: Semiotics, Literature, Deconstruction [M]. London: Routledge & Kegan Paul.1981.
Culler, Jonathan : Saussure [M]. London: Fontana.1985.
Danesi, Marcel : Messages and Meanings: An Introduction to Semiotics [M]. Toronto: Canadian Scholars' Press.1994.
Danesi, Marcel: Of Cigarettes, High Heels, and Other Interesting Things: An Introduction to Semiotics (Semaphores and Signs) [M]. London: St. Martin's Press.1998.
Danesi, Marcel: Of Cigarettes, High Heels and Other Interesting Things: An Introduction to Semiotics [M]. London: Macmillan.1999.
Deely, John : Basics of Semiotics [M]. Bloomington, IN: Indiana University Press.1990.
Eco, Umberto: A Theory of Semiotics [M]. Bloomington: Indiana University Press/London: Macmillan.1976.
Eco, Umberto: The Role of the Reader [M]. London: Hutchinson.1981.
Eco, Umberto: Semiotics and the Philosophy of Language [M]. Bloomington: Indiana University Press.
Eco, Umberto: Apocalypse Postponed (Ed. Robert Lumley) [M]. London: BFI/Bloomington: Indiana University Press.1994.
Fiske, John: Introduction to Communication Studies [M]. London.1982.
Genosko, Gary: Baudrillard and Signs: Signification Ablaze [M]. London: Routledge.1994.
Greimas, Algirdas: On Meaning: Selected Writings in Semiotic Theory (trans. Paul J Perron & Frank H Collins) [M]. London: Frances Pinter.1987.
Guiraud, Pierre: Semiology (trans. George Gross) [M]. London: Routledge & Kegan Paul.1975.
Harris, Roy: Reading Saussure: A Critical Commentary on the 'Cours de linguistique generale' [M]. London: Duckworth.1987.
Hawkes, Terence: Structuralism and Semiotics [M]. London: Routledge.1977.
Hockett, Charles F: A Course in Modern Linguistics [M]. New York: Macmillan.1958.
Hockett, Charles F: 'Animal "Languages" and Human Language' [A]. In J N Spuhler (Ed): The Evolution of Man's Capacity for Culture [C]. Detroit, MI: Wayne State University Press, pp. 32-39.1965 .
Hodge, Robert & Gunther Kress : Social Semiotics[M] . Cambridge: Polity.1988.
Innis, Robert E (Ed.): Semiotics: An Introductory Anthology [M]. London: Hutchinson.1986.
Johansen, Jørgen Dines & Svend Erik Larsen: Signs in Use [M]. London: Routledge.1988.
Langholz Leymore, Varda: Hidden Myth: Structure and Symbolism in Advertising [M]. New York: Basic Books.1975.
Leach,Edmund: Levi-Strauss (Fontana Modern Masters).London: Fontana.1970.
Levi-Strauss, Claude: Structural Anthropolog y [M]. Harmondsworth: Penguin.1972.
Lotman, Yuri: Universe of the Mind: A Semiotic Theory of Culture (trans. Ann Shukman) [J]. Bloomington, IN: Indiana University Press.1990.
Lyons, John : Semantics, Vol. 1 [M]. Cambridge: Cambridge University Press.1977.
Morris,CharlesW: Signs, Language and Behavior [M] New York:Prentice-Hall.1946.
Peirce, Charles S: Selected Writings [M]. New York: Dover.1966.
Noth, Winfried: Handbook of Semiotics [M]. Bloomington: Indiana University Press.1990.
O'Sullivan, Tim, John Hartley, et al: Key Concepts in Communication and Cultural Studies [M]. London: Routledge.1994.
Saussure, Ferdinand de: Course in General Linguistics (trans. Wade Baskin) [M]. London: Fontana/Collins.1974.
Saussure, Ferdinand de: Course in General Linguistics (trans. Roy Harris) [M]. London: Duckworth.1983.
Scholes, Robert: Semiotics and Interpretation [M]. New Haven, CT: Yale University Press.1983.
Sebeok, Thomas A (Ed.): A Perfusion of Signs [M]. Bloomington: Indiana University Press.1977.
Sebeok, Thomas A : An Introduction to Semiotics [M]. London: Pinter.1994.
Silverman, Kaja: The Subject of Semiotics [M]. New York: Oxford University Press.1983.
Sless, David: In Search of Semiotics [M]. London: Croom Helm.1986.
Solomon, Jack: The Signs of Our Time: The Secret Meanings of Everyday Life[M]. New York: Harper & Row.1988.
Strinati, Dominic: An Introduction to Theories of Popular Culture [M]. London: Routledge.1995.
Thibault, Paul J: Re-reading Saussure: The Dynamics of Signs in Social Life [M]. London: Routledge.1997.
Thwaites, Tony, Lloyd Davies & Warwick Mules: Introducing Cultural and Media Studies: A Semiotic Approach [M],London: Palgrave. 2002.
Turner, Graeme: British Cultural Studies: An Introduction [M]. New York: Routledge.1992.
岑麒祥,“瑞士著名语言学家索绪尔和他的名著,《普通语言学教程》”[J],四川外语学院学报,2007年05期。
邓生庆,“传统文化典籍的符号学特征与典籍阐释”[J] ,哲学研究,1993年01期。
董强,“艺术接受的符号学阐释”[J],学术交流, 1995年04期;徐志民,索绪尔的语言理论[J],复旦学报增刊,1980年09期。
顾嘉祖,“走进世界符号学王国”[J],南京师范大学文学院学报,2002年03期。
顾嘉祖,《符号与符号学新论》[M],东南大学出版社,2006。
龚鹏程,《文化符号学导论》[M],北京大学出版社,2005。
胡壮麟,“走近巴赫金的符号王国”[J],外语研究, 2001年2月。
黄华新,《符号学导论》[M],河南人民出版社,2004。
李立功,“从符号学的角度来看广告”[J],湖南商学院学报,2003年03期。
李思屈等,《广告符号学》[M],四川大学出版社,2004。
李西建,“论艺术文化的符号学功能”[J],宝鸡文理学院学报(社会科学版),1992年04期。
李幼蒸,《理论符号学导论》[M],中国社会科学出版社,1993。
李幼蒸,“从符号学看中国传统文化”[J],史学理论研究,1995年03期。
刘尧汉,“伏羲与中国文化:关于中国文化发生的符号学研究序”[J],云南民族学院学报(哲学社会科学版),1995年03期。
卢德平,“索绪尔符号学再评价”[J],中国青年政治学院学报(社会科学版),2001年02期。
皮鸿鸣,“索绪尔语言学的根本原则”[J],武汉大学学报(哲学社会科学版),1994年04期。
齐效斌,“再论艺术符号学的转换规律”[J],唐都学刊,2000年01期。
宋玉书、王纯菲主编,《广告文化学》[M],中南大学出版社,2004。
索绪尔,《普通语言学教程》(斐文译)[M],江苏教育出版社,2002。
王大中,《体育传播——运动、媒介与社会》[M],中国传媒大学出版社,2006。
王莉,“解读夏季奥运会会徽的视觉符号意义”[D],湖南师范大学,2004年。
王寅,“象似性辨证说优于任意性支配说”[J],外语与外语教学,2003年05期。
王铭玉、宋尧主编,《符号语言学》[M],上海外语教育出版社,2005。
徐思益,“论语言的共时性和历时性”[J],新疆大学学报,1980年01期。
徐盛桓,“组合和聚合”[J],山东外语教学, 1983年03期。
杨信彰,“索绪尔的‘语言’和‘言语’理论”[J],山东外语教学, 1996年03期。
易思羽,《中国符号》[M],南京大学出版社,1995。
袁懋栓,《全球化背景下的北京人文奥运》[M],人民出版社,2004。
张杰,“符号学王国的构建——巴赫金与洛特曼的符号学理论研究”[J],南京师范大学学报(社会科学版),2002年04期。
赵蓉晖,“劳特曼及其文化符号学理论”[J],国外社会科学,2002年01期。
http://www.c2008.org/index.asp
http://www.olympic.org/uk/index_uk.asp
Barthes, Roland: Elements of Semiology (trans. Annette Lavers & Colin Smith) [M]. London: Jonathan Cape.1987.
Barthes, Roland: Image-Music-Text [M]. London: Fontana.1977.
Barthes, Roland: The Fashion System [M] (trans. Matthew Ward & Richard Howard). London: Jonathan Cape.1985.
Baudrillard, Jean: Selected Writings [M](Ed. Mark Poster). Cambridge: Polity Press.1988.
Blonsky, Marshall (Ed.): On Signs: A Semiotics Reader [M]. Oxford: Blackwell.1985.
Bouissac, Paul (Ed.): Encyclopedia of Semiotics [M]. Oxford: Oxford University Press. 1998.
Chandler, Daniel: Semiotics: The Basics [M]. London: Routledge.2001.
Cobley, Paul & Litza Jansz: Introducing Semiotics (originally entitled Semiotics for Beginners [M]). Cambridge: Icon.[1997] 1999.
Coward, Rosalind & John Ellis: Language and Materialism: Developments in Semiology and the Theory of the Subject [M]. London: Routledge & Kegan Paul.1977.
Culler, Jonathan: The Pursuit of Signs: Semiotics, Literature, Deconstruction [M]. London: Routledge & Kegan Paul.1981.
Culler, Jonathan : Saussure [M]. London: Fontana.1985.
Danesi, Marcel : Messages and Meanings: An Introduction to Semiotics [M]. Toronto: Canadian Scholars' Press.1994.
Danesi, Marcel: Of Cigarettes, High Heels, and Other Interesting Things: An Introduction to Semiotics (Semaphores and Signs) [M]. London: St. Martin's Press.1998.
Danesi, Marcel: Of Cigarettes, High Heels and Other Interesting Things: An Introduction to Semiotics [M]. London: Macmillan.1999.
Deely, John : Basics of Semiotics [M]. Bloomington, IN: Indiana University Press.1990.
Eco, Umberto: A Theory of Semiotics [M]. Bloomington: Indiana University Press/London: Macmillan.1976.
Eco, Umberto: The Role of the Reader [M]. London: Hutchinson.1981.
Eco, Umberto: Semiotics and the Philosophy of Language [M]. Bloomington: Indiana University Press.
Eco, Umberto: Apocalypse Postponed (Ed. Robert Lumley) [M]. London: BFI/Bloomington: Indiana University Press.1994.
Fiske, John: Introduction to Communication Studies [M]. London.1982.
Genosko, Gary: Baudrillard and Signs: Signification Ablaze [M]. London: Routledge.1994.
Greimas, Algirdas: On Meaning: Selected Writings in Semiotic Theory (trans. Paul J Perron & Frank H Collins) [M]. London: Frances Pinter.1987.
Guiraud, Pierre: Semiology (trans. George Gross) [M]. London: Routledge & Kegan Paul.1975.
Harris, Roy: Reading Saussure: A Critical Commentary on the 'Cours de linguistique generale' [M]. London: Duckworth.1987.
Hawkes, Terence: Structuralism and Semiotics [M]. London: Routledge.1977.
Hockett, Charles F: A Course in Modern Linguistics [M]. New York: Macmillan.1958.
Hockett, Charles F: 'Animal "Languages" and Human Language' [A]. In J N Spuhler (Ed): The Evolution of Man's Capacity for Culture [C]. Detroit, MI: Wayne State University Press, pp. 32-39.1965 .
Hodge, Robert & Gunther Kress : Social Semiotics[M] . Cambridge: Polity.1988.
Innis, Robert E (Ed.): Semiotics: An Introductory Anthology [M]. London: Hutchinson.1986.
Johansen, Jørgen Dines & Svend Erik Larsen: Signs in Use [M]. London: Routledge.1988.
Langholz Leymore, Varda: Hidden Myth: Structure and Symbolism in Advertising [M]. New York: Basic Books.1975.
Leach,Edmund: Levi-Strauss (Fontana Modern Masters).London: Fontana.1970.
Levi-Strauss, Claude: Structural Anthropolog y [M]. Harmondsworth: Penguin.1972.
Lotman, Yuri: Universe of the Mind: A Semiotic Theory of Culture (trans. Ann Shukman) [J]. Bloomington, IN: Indiana University Press.1990.
Lyons, John : Semantics, Vol. 1 [M]. Cambridge: Cambridge University Press.1977.
Morris,CharlesW: Signs, Language and Behavior [M] New York:Prentice-Hall.1946.
Peirce, Charles S: Selected Writings [M]. New York: Dover.1966.
Noth, Winfried: Handbook of Semiotics [M]. Bloomington: Indiana University Press.1990.
O'Sullivan, Tim, John Hartley, et al: Key Concepts in Communication and Cultural Studies [M]. London: Routledge.1994.
Saussure, Ferdinand de: Course in General Linguistics (trans. Wade Baskin) [M]. London: Fontana/Collins.1974.
Saussure, Ferdinand de: Course in General Linguistics (trans. Roy Harris) [M]. London: Duckworth.1983.
Scholes, Robert: Semiotics and Interpretation [M]. New Haven, CT: Yale University Press.1983.
Sebeok, Thomas A (Ed.): A Perfusion of Signs [M]. Bloomington: Indiana University Press.1977.
Sebeok, Thomas A : An Introduction to Semiotics [M]. London: Pinter.1994.
Silverman, Kaja: The Subject of Semiotics [M]. New York: Oxford University Press.1983.
Sless, David: In Search of Semiotics [M]. London: Croom Helm.1986.
Solomon, Jack: The Signs of Our Time: The Secret Meanings of Everyday Life[M]. New York: Harper & Row.1988.
Strinati, Dominic: An Introduction to Theories of Popular Culture [M]. London: Routledge.1995.
Thibault, Paul J: Re-reading Saussure: The Dynamics of Signs in Social Life [M]. London: Routledge.1997.
Thwaites, Tony, Lloyd Davies & Warwick Mules: Introducing Cultural and Media Studies: A Semiotic Approach [M],London: Palgrave. 2002.
Turner, Graeme: British Cultural Studies: An Introduction [M]. New York: Routledge.1992.
岑麒祥,“瑞士著名语言学家索绪尔和他的名著,《普通语言学教程》”[J],四川外语学院学报,2007年05期。
邓生庆,“传统文化典籍的符号学特征与典籍阐释”[J] ,哲学研究,1993年01期。
董强,“艺术接受的符号学阐释”[J],学术交流, 1995年04期;徐志民,索绪尔的语言理论[J],复旦学报增刊,1980年09期。
顾嘉祖,“走进世界符号学王国”[J],南京师范大学文学院学报,2002年03期。
顾嘉祖,《符号与符号学新论》[M],东南大学出版社,2006。
龚鹏程,《文化符号学导论》[M],北京大学出版社,2005。
胡壮麟,“走近巴赫金的符号王国”[J],外语研究, 2001年2月。
黄华新,《符号学导论》[M],河南人民出版社,2004。
李立功,“从符号学的角度来看广告”[J],湖南商学院学报,2003年03期。
李思屈等,《广告符号学》[M],四川大学出版社,2004。
李西建,“论艺术文化的符号学功能”[J],宝鸡文理学院学报(社会科学版),1992年04期。
李幼蒸,《理论符号学导论》[M],中国社会科学出版社,1993。
李幼蒸,“从符号学看中国传统文化”[J],史学理论研究,1995年03期。
刘尧汉,“伏羲与中国文化:关于中国文化发生的符号学研究序”[J],云南民族学院学报(哲学社会科学版),1995年03期。
卢德平,“索绪尔符号学再评价”[J],中国青年政治学院学报(社会科学版),2001年02期。
皮鸿鸣,“索绪尔语言学的根本原则”[J],武汉大学学报(哲学社会科学版),1994年04期。
齐效斌,“再论艺术符号学的转换规律”[J],唐都学刊,2000年01期。
宋玉书、王纯菲主编,《广告文化学》[M],中南大学出版社,2004。
索绪尔,《普通语言学教程》(斐文译)[M],江苏教育出版社,2002。
王大中,《体育传播——运动、媒介与社会》[M],中国传媒大学出版社,2006。
王莉,“解读夏季奥运会会徽的视觉符号意义”[D],湖南师范大学,2004年。
王寅,“象似性辨证说优于任意性支配说”[J],外语与外语教学,2003年05期。
王铭玉、宋尧主编,《符号语言学》[M],上海外语教育出版社,2005。
徐思益,“论语言的共时性和历时性”[J],新疆大学学报,1980年01期。
徐盛桓,“组合和聚合”[J],山东外语教学, 1983年03期。
杨信彰,“索绪尔的‘语言’和‘言语’理论”[J],山东外语教学, 1996年03期。
易思羽,《中国符号》[M],南京大学出版社,1995。
袁懋栓,《全球化背景下的北京人文奥运》[M],人民出版社,2004。
张杰,“符号学王国的构建——巴赫金与洛特曼的符号学理论研究”[J],南京师范大学学报(社会科学版),2002年04期。
赵蓉晖,“劳特曼及其文化符号学理论”[J],国外社会科学,2002年01期。
http://www.c2008.org/index.asp
http://www.olympic.org/uk/index_uk.asp