ABSTRACT
This chapter explores the semiotics of Olympic Games Mascots by examining some of the symbolism used from the mid 1900’s through the most recent Games in Athens in 2004. It discusses the evolution of the semiotic function of the mascot over time based on isolated case comparisons. Today, competition to host the Olympics has increased as the Games can provide a potential financial windfall. Many cities of the world have famous, easily recognisable icons such as the Eiffel Tower in Paris, and the Golden Gate Bridge in San Francisco. The successful Olympic mascot must be “the reflection of the national soul, of hospitality and open-heartedness” as well as representative of Olympic ideals. Cultural semiotics plays a role in the selection of mascots as they are created by the Olympic city for specific Olympic Games. The impact of cultural semiotics upon Olympic mascots is debatable because of the internationality of the event.
