Analysis of the communication strategy of British national image from the London Olympics: definition of national image

Abstract: Under the influence of the European debt crisis, the British economy continues to slump. The goal of building the national image of the London Olympics is naturally set to invigorate the economy, unite people's hearts, and reshape the government's prestige. The London Olympics The preparatory work for the Olympic Games has also been launched around this purpose. This article explains respectively the British government's use of communication strategies such as images, brands, and Olympic concepts to enhance the British national image during the preparations for the Olympic Games, and its application of creativity, public support, media, tourism and other strategies during the Olympic Games. It further displays and improves the British national image, and points out some problems exposed in the construction of the British national image in the Olympic Games, providing reference for the dissemination of China's national image.

Keywords London Olympics; national image; communication strategy;

National image can be understood as consisting of the image object representing the country and the subject who perceives the national image. American political scientist Boudin divides a country's image into two parts: one is a country's self-perception formed in the development process, and the other is the perception of the country by other actors in the international community. ① Therefore, it can be considered that the national image can be shaped subjectively and has both objectivity and subjectivity. On the one hand, national image exists objectively and can be perceived and evaluated; on the other hand, the subjects who perceive and evaluate national image are different, and the difference depends on the perception and the relevant information actually obtained by the commentator and its specific perspectives, experiences, knowledge, values ??and emotions. Therefore, "large-scale event" marketing, such as the Asian Games and Olympic Games, is conducive to shaping and enhancing the country's image. The successful practices of many countries have proven that such large-scale media events can greatly promote and enhance the influence of the host country. Similarly, the London Olympics is such a large-scale media event. Its arrival has brought an opportunity to enhance the British national image. This opportunity is both an opportunity and a challenge.

1. The British National Image Communication Strategy in the Preparatory Stage of the Olympic Games

The preparations for the London Olympics have always focused on highlighting the British national image and spreading British culture. When the Olympic Games come to the UK for the third time , and in an environment such as the economic crisis, the British government has good intentions. All aspects of the Olympic preparations are integrated into the communication of the British national image. The author will elaborate on the communication strategy of the British national image in terms of images, brands, Olympic concepts, etc.

1． Image communication strategy for the British national image

(1) Cross-cultural communication symbols - London Olympics emblem and promotional video design

Cross-cultural communication symbols refer to using words that the world can understand The language spans different ethnic regions, different cultural backgrounds and other factors to achieve a universal universal knowledge. To enhance the international communication capabilities of the media, we must find reporting methods that can be understood and accepted by the world, and establish the international credibility of the media. Otherwise, no matter how high the decibel level is, the outside world will turn a deaf ear. The emblem design of the London Olympics and the Olympic promotional videos are also used to interpret the British creativity of the Olympics in a language that the world can understand, thereby serving the dissemination of the country's image.

The emblem of the London Olympics uses the number "2012" as the main body, including the five Olympic rings and the English word London. This design clearly conveys that the London 2012 Olympic Games will be the Olympic Games for everyone and everyone's 2012. It expresses the British people's strong desire to host a multi-cultural Olympic Games that belongs to the world. Similarly, the London promotional video takes society and the Olympic concept as the theme, highlights humanistic care, and has a relaxed and humorous atmosphere. In just five minutes, the visual image of a new Londoner and a new Britain was reshaped among Olympic judges and audiences from other countries, and it also allowed people and judges to reimagine Britain.

(2) Diversified British symbols - London Olympic venues and Olympic village design

The Olympic Games are an opportunity for the host country’s culture to be fully displayed, and more importantly, the host country’s culture By successfully "embedding" the Olympic culture and taking advantage of the relatively concentrated global attention resources of the Olympic "focus effect", it is possible to achieve cultural exchanges with countries around the world, and is relatively easily understood and accepted by the public, thereby gaining recognition. This cultural identity includes two aspects: one is the identity within the cultural value system, which can enhance people's sense of belonging and cohesion; the other is the identity of the world. Once a country's culture is recognized by the world, it means This country has cultural "soft power" and has more competitive advantages in international competition. Especially in the era of globalization, this cultural identity is even more important.

In the construction of London Olympic venues, diverse British symbols are reflected everywhere. The Olympic Park was built in the Victorian style. The design of the Olympic main venue, known as the "London Bowl", is quite innovative and incorporates many British elements and British creativity. The design gives people a sense of vitality, openness and freedom, thus showing the world The artistic conception of harmonious integration of multiculturalism. At the same time, it abandons a purely symbolic form of sport and returns to its modern Olympic spirit, aiming to allow the public to actively participate, share happiness, and jointly ignite the passion and dreams of the Olympics. The design of the Olympic Village also incorporates a large number of British architectural style elements. It is modeled on the architectural style of British residential buildings. The design space is flexible, applicable, flowing and natural, and full of rich rural flavor. The layout design of the Olympic Village seems to the British to be an enlarged version of their British-style residences, with a strong affinity for it.

The UK has well seized the publicity opportunity of the Olympic Games, spreading its diverse and characteristic culture, deepening foreign people's understanding of the UK, and expanding the influence of British culture around the world.

2. Brand communication strategy for the British national image

(1) Cross-international quality communication-Olympic food products are mainly made in Britain

In order to rebuild people's confidence in British brands, the British government certainly does not A quick and effective way to market British-made Olympic food will be forgotten. During the London Olympics, a large amount of Olympic food bearing the Made in Britain brand was supplied. Before the London Olympics, Deighton, CEO of the London Olympic Organizing Committee, emphasized that Olympic food should be produced in the UK as much as possible. It is estimated that the London Olympics and Paralympics provided more than 14 million meals at 40 venues, of which the London Olympic Organizing Committee was responsible for providing food to more than 15,000 competitors. ②In order to ensure the smooth creation of the Made in Britain brand, the British government established the British Food Standards Agency Food Safety Enforcement Team to strengthen food hygiene inspections and ensure food safety during the London Olympics.

(2) Cross-international differential communication - Olympic tourism marries the British royal family

The British Tourist Board launched the large-scale publicity campaign "Extraordinary Britain, waiting for you", with the goal of By 2014, it attracted more than 4 million international tourists to the UK and brought more than 2 billion pounds in tourism revenue to the UK. In order to better build momentum for publicity, Olympic tourism has tied up with the British royal family, and the British royal family has also personally joined the Olympic promotion team. The Queen of England personally opened the 2012 Olympic and Paralympic Games this summer, which also shows that the two major events enjoy the highest status in the UK. Spec country courtesy. Prince William, Princess Kate and Prince Harry served as ambassadors for the London Olympics and devoted themselves to the promotion of the Olympics. In addition, the British royal family decided to rent out some luxurious suites in St. James's Palace to the outside world at a price of 30,000 pounds a day during the opening of the London Olympics in July, including the main hall of St. James's Palace, the Tapestry Room and Queen Anne's bedroom. . Each banquet hall can accommodate 500 guests, and private companies can hold parties here. By then, guests staying at the palace can visit the palace and enjoy lunch and dinner prepared by royal staff. The royal family stated that the queen's move is to make good use of the royal family's historical heritage and geographical advantages to attract more tourists and promote the image of the British royal family to the world.