The Semiotic Analysis on the Appearance of Chinese and American Pavilions in Shanghai Expo

Abstract

To avoid the inconvenience caused by cultural misunderstanding, it is necessary to get to know other cultures. World expo provides a chance for people to learn different cultures. As the representatives of their countries, appearance of pavilions can reflect their unique culture vividly. From the perspective of semiotics, this paper mainly analyzes the cultural connotations reflected in the elements of Chinese and American pavilions' appearance. The paper also discusses the deep roots of differences of the two cultures with the help of Kluckhohn and Strodtbeck's value orientations.