Symbolism and the effectiveness of Olympic mascots
by Ina Freeman, Peter Knight, Norman O'Reilly
International Journal of Sport Management and Marketing (IJSMM), Vol. 2, No. 1/2, 2007

Abstract: The current research examines the semiotics of Olympic Games Mascots. Indeed, it looks at these important symbols that were conceived in the 1960s and have developed into modern animated caricatures that represent both the Olympic Games and the host city. Typically, mascots are developed as regionally specific symbols of each game through the semiotic metafunctions of those symbols. In adopting this premise, this paper examines what signs and symbols are embedded in the mascots and how such are interpretive of the time and place of the particular Games they represent. In exploring the symbolic evolution of these mascots, four case studies are carried out to examine Olympic mascots.

Online publication date: Thu, 30-Nov-2006

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