2010年上海世博会的成功举办是一次展示上海城市形象、弘扬海派文化精萃的机遇,世博宣传片作为世博会的形象广告发挥了重要作用。本文以世博宣传片《我们的城市,我们的世博会》为研究对象,运用符号学的方法,通过宏观和微观两个层面的视角对片中的海派文化符号进行解读,揭示了片中的“现代化迷思”和“世博之城”的迷思是如何建构的,并且分析了海派文化在建构受众的认同上“缺位”的原因。 The successful hosting of the 2010 Shanghai World Expo was an opportunity to showcase the image of Shanghai and promote the essence of the Shanghai culture. The World Expo propaganda film played an important role as the image advertisement of the World Expo. This article takes the Expo movie “Our City, Our World Expo” as the research object, and uses semiotic methods to interpret the Shanghai-style cultural symbols through macro and micro perspectives, revealing the “ How is the myth of modern mythology ”and“ the city of the Expo ” constructed, and analyzes the reason why Shanghai ’s culture is “absent” in constructing the audience’s identity.