2004年雅典奧運電視轉播的視覺設計，主辦國以開創奧林匹克精神及深厚的文化傳統，作為視覺整體營造的內涵。2008年北京奧運會，中國傾全國之力，打造新的北京，希望透過全球電視網引起全世界的注目；中國的視覺設計起步較晚，如何能夠應付這項艱巨的挑戰，成為本研究的動機。研究方法是一方面將兩屆奧運電視轉播中有關視覺設計作比較分析，使視覺形式上的異同呈現，一方面透過台灣的電視觀眾、視覺設計師及電視轉播工作者等，作出200份針對兩屆奧運電視轉播視覺設計滿意度的問卷調查，並將調查結果作交叉比對，試圖找出視覺形式背後「概念」形成的原因。

For the TV broadcast of the 2004 Athens Olympic Games, the host country creates a visual design focusing on the profound cultural tradition of the Olympic games. The 2008 Beijing Olympic Games was hosted by China.
With all resources from the nation, the host country endeavored to forge a brand new Beijing to catch the attention of the world through the TV screen. China is a late starter in the field of visual design. How they coped with this challenge, therefore, is the driving force of this dissertation.The research was conducted through two approaches. One was to compare and analyze respectively the different design concept in the two Olympic games to identify the similarities and differences in their visual forms.The other approach was to conduct a survey by distributing 200 questionnaires to local TV audience, visual designers and TV broadcasting staff to find out their satisfaction level on the visual design of the TV broadcasting during the two Olympic games. The survey results were cross validated, so as to identify the factors which shape the “concepts”behind the visual forms.