采用文献资料等研究方法,从跨文化传播视角对北京申奥片中的中华民族文化的传承进行探讨。认为:本文以视觉文化传播的经典文本——北京奥运会申办宜传片作为分析对象,探讨在跨文化传播中对我国的民风民俗、传统体育等元素进行了展示和演绎,体现了中华民族深厚的文化底蕴,是一个成功展示中国形象的优秀视觉文本。 Using literature and other research methods, this paper discusses the inheritance of Chinese culture in Beijing’s bidding for Olympic films from the perspective of intercultural communication. The author believes that this article uses the classic text of visual culture to promote Beijing Olympic Games as the target of analysis and explores the display and deduction of folk customs and traditional sports in our country through intercultural communication. Cultural heritage is an excellent visual text that successfully displays China’s image.