The thesis concerns the field of Olympic communication, the modalities according to which the Modern Olympics have been promoted during their existence. This process is closely linked to the evolution of communication design and its design tools: from posters to logos to the most complex architectures of corporate identity and branding. The focus of the analysis are the Olympic Games held in Japan. They have in fact represented a fundamental step in the history of the Olympic Movement, since Japan was the first Asian country to take charge of organizing the event: an unprecedented encounter with a culture which was radically different from the Western one. For what concerns communication, the 1964 Tokyo Olympics have crystallized procedures and artifacts which remained constant over time, becoming an effective design tool for the promotion of the following Olympic Games. The phantom Olympics of Tokyo and Sapporo 1940, as well as the Games of Sapporo 1972, Nagano 1998 and Tokyo 2020 allow to establish a useful time scan to analyze the evolution of the Olympics in a uniform way. The critical approach concerns the expression of national identity through the Games. The structure of the Olympics, which classifies athletes according to nationality, pushes the host city to question its own traditions as well as the innovations the country plans to achieve in the future. From an in-depth research on the subject it is possible to identify four recurring themes within the Olympic narrative, useful for tracing a critical perspective: nationalism, internationalism, universalism, globalization. The Olympic design, especially by its tools of corporate identity and branding, has a fundamental role in expressing the tension between these four forces. Over time, the relationship between these visions of the world has changed deeply, producing radically different outputs at the level of communication.
La trattazione riguarda l’ambito della comunicazione olimpica, ovvero le modalità secondo le quali le Olimpiadi Moderne sono state promosse nel corso della loro esistenza. Questo processo è strettamente legato all’evoluzione del design della comunicazione e dei suoi strumenti progettuali: dai poster, ai marchi alle più complesse architetture della corporate identity e del branding. Tale argomento viene circoscritto analizzando in modo specifico i Giochi Olimpici tenutisi in Giappone. Essi hanno infatti rappresentato una tappa fondamentale nella storia del Movimento Olimpico, poiché il Giappone è stato il primo paese asiatico a farsi carico dell’organizzazione dell’evento: un inedito incontro con una cultura radicalmente diversa rispetto a quella occidentale. Per quanto riguarda il design, le Olimpiadi di Tokyo 1964 hanno cristallizzato modalità e artefatti di comunicazione che sarebbero rimasti costanti nel tempo, costituendo un vero e proprio strumento progettuale per la promozione di tutte le Olimpiadi a seguire. Le Olimpiadi fantasma di Tokyo e Sapporo 1940, nonché i Giochi di Sapporo 1972, Nagano 1998 e Tokyo 2020 permettono inoltre di stabilire una scansione temporale utile ad analizzare l’evoluzione comunicativa delle Olimpiadi in modo uniforme. Il taglio critico riguarda invece l’espressione dell’identità nazionale attraverso i Giochi. La struttura stessa delle Olimpiadi, che classifica gli atleti in base alla nazionalità, spinge la città ospite ad interrogarsi sulle proprie tradizioni e sulle innovazioni che il Paese intende raggiungere in futuro. Da una ricerca approfondita sull’argomento è possibile individuare quattro temi ricorrenti all’interno della narrativa Olimpica, utili a tracciare una prospettiva critica: nazionalismo, internazionalismo, universalismo, globalizzazione. Il design Olimpico, in particolar modo nella sua componente di corporate identity e branding, si rivela fondamentale per esprimere la tensione tra queste quattro forze. Nel corso del tempo, il rapporto tra queste visioni del mondo è mutato profondamente, producendo a livello della comunicazione degli output radicalmente diversi.
Branding Japanese Olympics. L'evoluzione del branding olimpico tra tradizione locale e trend globali
TRANTI, CLAUDIA
2017/2018
Abstract
The thesis concerns the field of Olympic communication, the modalities according to which the Modern Olympics have been promoted during their existence. This process is closely linked to the evolution of communication design and its design tools: from posters to logos to the most complex architectures of corporate identity and branding. The focus of the analysis are the Olympic Games held in Japan. They have in fact represented a fundamental step in the history of the Olympic Movement, since Japan was the first Asian country to take charge of organizing the event: an unprecedented encounter with a culture which was radically different from the Western one. For what concerns communication, the 1964 Tokyo Olympics have crystallized procedures and artifacts which remained constant over time, becoming an effective design tool for the promotion of the following Olympic Games. The phantom Olympics of Tokyo and Sapporo 1940, as well as the Games of Sapporo 1972, Nagano 1998 and Tokyo 2020 allow to establish a useful time scan to analyze the evolution of the Olympics in a uniform way. The critical approach concerns the expression of national identity through the Games. The structure of the Olympics, which classifies athletes according to nationality, pushes the host city to question its own traditions as well as the innovations the country plans to achieve in the future. From an in-depth research on the subject it is possible to identify four recurring themes within the Olympic narrative, useful for tracing a critical perspective: nationalism, internationalism, universalism, globalization. The Olympic design, especially by its tools of corporate identity and branding, has a fundamental role in expressing the tension between these four forces. Over time, the relationship between these visions of the world has changed deeply, producing radically different outputs at the level of communication.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/147164