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文化是重要的国家基因。吉祥物福娃与海宝作为文化符号,向世人展示出中华文化的博大精深、璀璨夺目,传递出国人对世界人民的友好与善意。文章从符号学角度出发,通过对吉祥物的能指、所指以及编码共性的分析,认为只有当吉祥物成为一个民族文化特质与普世价值相结合的完美形象时,才具有全球性的文化魅力,才能在跨文化传播中担负起推广民族文化、促进地区间交流、重塑国家形象的重任。
Culture is an important national gene. The mascot Fuwa and Hypertherm, as cultural symbols, show the world the profound and bright Chinese culture and convey the friendship and goodwill of the people of other countries to the people of the world. From the point of view of semiotics, the article analyzes the mascot's signifier, signifier and coding commonality that the mascot has a global culture only when it becomes the perfect image of the combination of national cultural traits and universal values Charm, in order to carry out cross-cultural communication in promoting national culture, promote inter-regional exchanges, remodeling the country's image.