2022亚运赛事下杭州城市语言景观与品牌形象研究

Research on Hangzhou’s Urban Linguistic Landscape and Brand Image under the 2022 Asian Games

摘要: 本文基于亚运赛事下的杭州城市语言景观数据，运用生态语言学的相关理论，对语言景观的语言特征和图像特征进行了分析，语言特征涉及韵律、词汇、结构、语用、修辞五个维度，图像特征涉及图案样式、文字样式、版式和色彩四个维度，据此建立“语言景观数据库”，厘清了赛事背景下语言景观的特点以及所采取的具体手段，并引入群众满意度调查问卷，探讨优质语言景观与城市品牌形象提升的关系问题，结合以上发现为赛事背景下城市语言景观研究提供参考性建议。

Abstract: Based on the data of Hangzhou’s urban linguistic landscape under the Asian Games, this paper ana-lyzes the linguistic and image features of the linguistic landscape using relevant theories of ecolin-guistics. The linguistic features involve five dimensions: prosody, vocabulary, structure, pragmatics, and rhetoric. The image characteristics involve four dimensions: pattern style, text style, layout and color. Based on these, a “linguistic landscape database” is established, clarifying the characteristics of the language landscape in the context of the event and the specific means taken. A questionnaire on public satisfaction is introduced to explore the relationship between high-quality linguistic landscape and the enhancement of the city’s brand image. Based on the above findings, this paper provides some suggestions for the study of urban linguistic landscapes in the context of sports events.