时间：2023-03-21 17:10:42
序论：在您撰写钟表文化论文时，参考他人的优秀作品可以开阔视野，小编为您整理的7篇范文，希望这些建议能够激发您的创作热情，引导您走向新的创作高度。
中医药国际服务贸易虽然在概念上感觉还是个新鲜事物，但事实上，我国早就已经和正在广泛开展向外国居民提供中医药远程医疗服务、外国居民来华进行中医药医疗保健或学习中医药技术文化、我国中医药人员或机构在国外开设中医诊所、我国中医师赴外国提供中医药服务此类跨境交付、境外消费、商业存在和自然人移动等4种模式的中医药服务贸易。中医药国际服务贸易是在国内的中医药服务经济基础上，通过中医药国际交流与合作逐渐发展起来的新兴事物，涵盖医疗保健服务、教育培训服务、文化传播服务、保健服务和护理服务等及相关的旅游、咨询等多个方面的服务内容［7］。随着全球经济一体化的形成，依存、竞争、合作与发展成为当今世界经济发展的基本态势，在这一形势下，开展中医药国际贸易，特别是国际服务贸易具有十分重要的现实意义和深远的历史意义。而如何有利、有序的开展中医药国际服务贸易，给所有从事中医药国际服务贸易相关研究的人员提出了一个值得深思的命题。
2以标准化促进中医药国际服务贸易发展
2.1中医药服务贸易在国际贸易中的重要地位
数据显示，我国目前的中医药国际贸易主要还停留在传统的实物交易阶段。2013年我国中药国际贸易中，植物提取物和中药饮片中药材仍是中药进出口的主要商品，出口额占比836％，进口额占比749％［2］。曾经有人大代表多次在人大提案要求控制中药的出口，主要认为我国中药材人均资源有限，把这些宝贵的中药材资源大多数都不是以有注册身份的“药品”形式而以低附加值的“食品”形式送出去不太合适。尤其是对提取物的批评很多，认为是把有限的中药材资源廉价卖出去，然后往往在国外经过加工后再以进口药品身份高价返销到国内，国外企业不但从中赚取高额的差额利润，而且还把产品生产环节中最大的污染留在了原产地［8］。这样的出口模式对我国的中医药长期可持续发展显然不利。有鉴于此，通过开展中医药国际服务贸易不乏是一种新的解决途径。通过开展中医药国际服务贸易，能将中医药从有形的产品交易形式，拓展到前景更为广阔的无形服务贸易中来，打破传统贸易在时间、空间上的局限性；通过开展中医药国际服务贸易，不但能大大保护现有宝贵的中医药物质资源，而且还满足中医药受益群体不断增长的实际需求，造福全人类的健康；通过开展中医药国际服务贸易，还将提高我国的中医药产品附加值，实现中医药产业的健康发展，符合中医药资源、技术、文化，健康、可持续发展战略。
2.2中医药国际服务贸易对标准化的需求
如何实现对服务业的规范化管理已经成为世界各国共同关注的一个问题。国际标准组织（ISO）曾经提出要用技术标准的手段来支持和促进服务贸易的开展，并将其列为标准化的重要研究领域［5］。有关行政部门先后出台了《关于促进中医药服务贸易发展的若干意见》《上海市中医药服务贸易发展规划纲要（2014—2018年）》等系列政策，为中医药服务贸易进一步科学规范和健康发展提出了指导意见。杨敬宇等［9］研究认为通过发展中医药国际服务贸易，可以掌握其他国家政府对中医药这种传统产品的管理标准，了解海外消费者对中医药产品的相关需求特点。通过我国政府以及中医药国际贸易企业同各国政府进行洽谈，同海外消费者进行沟通了解，从而为将来制定中医药国际标准奠定基础。大力开展中医药国际服务贸易之际，标准先行显得尤为迫切。以标准化促进中医药国际贸易服务，打破国际间贸易壁垒，让国际间贸易争端变得有理可说，有据可依。尤其是中医药的服务贸易，交易的是无形产品，对于服务中的每一个环节，最终将体现在服务的总体质量评价上，国际间的共识是成功贸易的先决条件，以国际标准的形式固化这些共识将是最高层次的保障机制。国家和上海的行政主管部门应充分利用好ISO／TC249秘书处在中国上海的平台优势，积极引导中医药企业、行业协会在国际服务贸易标准的制定、修订工作上面有所作为，将代表我国利益的中医药技术服务，通过国际标准的形式推广开来，鼓励有实力的国内中医药服务企业通过主导国际标准制定等形式“走出去”，促进我国的中医药服务产品顺利进入国际市场。
2.3标准化对中医药国际服务贸易的意义
标准是对法律法规的完善和补充，具有很强的规范性。以标准化促进中医药国际服务贸易，能够实现我国中医药整个行业内涵式发展，实现经济增长方式由传统的“粗放经营”向“集约经营”转变，提高中医药产品附加值，实现产业的健康有序发展，有利于规范中医药服务业市场主体的资质和行为，实现科学管理。标准是质量安全的前提和基础，质量的根本是标准，提升中医药服务质量是推进标准化工作的根本出发点和落脚点。以标准化促进中医药国际服务贸易工作，可以促进中医药科技进步，保证中医药相关产品和服务的安全性，加强质量控制，提高服务水平，保护消费者的合法权益［10］。以标准化促进中医药国际服务贸易，还有利于提高我国中医药贸易的国际竞争力。国际标准已经成为国际贸易游戏规则的一部分和产品质量仲裁的准则，许多国家千方百计地在国际标准化活动中争取主动权、发言权，竭力在国际标准中反映本国利益。通过标准化途径，不但能扩大我国中医药服务行业的国际化交流与合作，而且还增加我国中医药服务行业在国际上的影响力和竞争力。
3总结
新课标的推出，对教学模式表示了较高的关注，希望通过合理选择教学模式达到提高教学质量的目的。结合高中化学教学实际，要想提高教学实效性，就要做好教学模式的选择工作，具体应从以下几个方面入手：
1.教学模式的选择应立足课堂教学实际
在新课标的背景下，高中化学教学模式的选择是保证课堂教学积极效果的关键，在这一过程中，要想保证教学模式能够满足教学需要，达到促进教学发展的目的，就要立足课堂教学实际，充分发掘课堂教学潜力，选择与课堂教学紧密结合的教学模式，提高整体教学效果。
2.教学模式的选择要考虑学生的接受能力和基础
在教学模式选择过程中，既要保证教学模式具有一定的先进性，同时还要使教学模式能够符合教学实际和学生的接受能力。换句话说，教学模式的选择要与学生的基础和能力配套，不然就无法起到提高课堂教学质量的目的。所以，教学模式的选择要以学生的接受能力和基础为准。
3.教学模式的选择要符合教学规律
考虑到高中化学的实际难度，以及高中化学教学实际，教学模式的选择应同整个教学过程综合在一起考虑，使教学模式能够符合教学规律，达到促进教学发展的目的。所以，教学模式的选择应在充分了解教学规律的基础上进行，以追求实效性为主要目的。
二、新课标下高中化学教学应实现教学方法的创新
在高中化学教学中，教学方法的选择十分重要。新课标推出以后，传统教学方法已经难以满足高中化学教学需要，对现有教学方法创新成为了保证高中化学整体教学效果的关键。目前来看，新课标下高中化学教学方法的创新应从以下几个方面入手：
1.高中化学教学方法的创新，应以传统教学方法为基础
在高中化学教学方法创新过程中，应积极吸收传统教学方法的优点，做到立足传统教学方法，在继承中进行创新，使教学方法能够满足课堂教学需要，达到提高整体教学质量的目的。
2.高中化学教学方法的创新，应与教学内容紧密结合
如人教版《化学.1》“化学计量在实验中的应用”一节的第一部分：“物质的量的单位———摩尔”，教材内容虽然简化了“阿伏加德罗常数”的概念，没有出现物质的量与微粒数、物质的量与物质质量的计算例题与练习，但在“学与问”中出现了相关的问题（计算），并且我认为学生也很有必要掌握这部分知识，也就是说教学中有必要下功夫让学生掌握它。
3.高中化学教学方法的创新，应注重实效性
高中化学教学方法的创新，其根本目的是为了提高教学质量。基于这一目标，我们应努力探索新的教学方法，以教学实效性为主要出发点，使创新后的教学方法能够满足教学需要。
三、新课标下高中化学教学应正确发挥实验教学的作用
从高中化学教学来看，实验教学是重要的组成部分，对于高中化学具有重要作用。由于高中化学中涉及到的化学反应较多，单纯以讲解的方式难以在学生头脑中形成正确的概念。为此，只有依托实验教学，以生动的实验实例，才能达到提高课堂教学效果，加深学生对化学元素和概念的理解。目前来看，在高中化学教学中，应正确发挥实验教学的作用。具体应做好以下几方面工作：
1.制定详细的实验教学计划，重视课堂实验的作用
为了有效提高化学实验教学质量，我们应根据教学内容编制详细的实验教学计划，积极开展课堂化学实验和实验室实验，使学生能够在理论知识和动手能力上都能有所提高，满足教学需要。
2.将课堂教学内容与实验教学结合在一起，发挥实验教学的作用
在实验教学的开展过程中，要根据教学内容合理选定实验内容，保证实验教学具有一定的针对性，使实验教学的作用能够得到充分的发挥，达到促进课堂教学的目的。
3.对重点化学原理配以相应的化学实验，加深学生对化学原理的理解
考虑到实验教学的重要性，在讲解重点化学原理时，应配以相应的化学实验，使学生能够对化学原理有更加直观的印象，达到加深学生对化学原理理解的目的，提高课堂教学质量。
四、结论
网站检索检索相关政府机构、学术协会、国际机构网站：主要参考中华人民共和国中央人民政府、中华人民共和国科学技术部、国家标准化管理委员会、国家药典委员会、国家中医药管理局、国家食品药品监督管理总局、世界中医药学会联合会、世界针灸学会联合会、中国医药保健品进出口商会、ISO等网站。2.3会议资料检索检索近5年间重要的中医药标准化会议资料，重点有全国中医药标准化工作座谈会及历次中医药国际标准化相关会议等。
2条目设计
通过上述文献、网站、会议资料检索分析，形成问卷条目，分为4部分：内部优势、内部劣势、外部机会、外部威胁。进行了两轮调查，第1次首先对总体框架（S-W-O-T条目）进行调查；第2次对专家共识的框架细目（S-W-O-T子条目）进行调查。两次调查的条目均参照RobertG.Dyson的评分方法[2]，按照0-5分评分，以内部优势为例：0表示非优势，1表示较小优势，2表示一般优势，3表示较重要优势，4表示重要优势，5表示非常重要优势。
3数据录入及统计
将全部数据录入EXCEL，采用频次统计对数据进行统计处理。经过咨询统计专家，确定共识统计方法为：对于每个（子）条目，≥3分的评分超过60%认为获得共识，即60%及以上专家认为该（子）条目较重要。结果1.第一轮问卷调查共识情况第一轮问卷共设S-W-O-T条目17项，其中内部优势（S）7项，内部劣势（W）4项，外部机会（O）4项，外部威胁（T）2项，共识情况见表3。由表3可以看出，第一轮问卷调查内部优势7项条目、内部劣势4项条目、4项条目、2项条目≥3的评分比例均超过60%，即全部达成共识，可以作为第二轮问卷调查构建子项目的基础。2.第二轮问卷调查共识情况根据第一轮问卷得到共识条目，第二轮问卷共设S-W-O-T子条目66项，其中内部优势（S）21项，内部劣势（W）21项，外部机会（O）16项，外部威胁（T）8项，共识情况见表4-表7。由表4可以看出，第二轮问卷调查内部优势21项子条目中有19项子条目≥3的评分比例均超过60%，即19项达成共识。由表5可以看出，第二轮问卷调查内部劣势21项子条目≥3的评分比例均超过60%，即全部达成共识。由表6可以看出，第二轮问卷调查外部机会16项子条目中有15项子条目≥3的评分比例均超过60%，即15项达成共识。由表7可以看出，第二轮问卷调查外部威胁7项子条目≥3的评分比例均超过60%，即全部达成共识。
4两轮问卷调查结果
经过上述调查，得出内部优势条目7项，子条目19条；内部劣势条目4项，子条目21条；外部机会条目4项，子条目15项；外部威胁条目2项，子条目7项。综合分析认为ISO中医药国际标准化内外部形势如下。ISO中医药国际标准化内部优势：①中医药标准化工作得到了党和政府的高度重视；②我国中医药有法律保障，各领域基础深厚；③我国中医药的国家及行业标准有专门管理机构，标准化工作取得显著进展。ISO中医药国际标准化内部劣势：①中国实质性参与国际标准化活动的能力和水平还偏低；②中医药国际标准化相关人才缺乏；③部分领域国家及行业标准及机构尚不完善；④中医药国际标准化活动保障机制尚不完善。ISO中医药国际标准化外部机会：①中医药广泛传播，获得越来越多的认可；②我国在ISO/TC249有较大影响力；③ISO/TC249设定优先工作领域；④目前ISO/TC249内国际形势有利。ISO中医药国际标准化外部威胁：①韩国、日本积极争夺ISO/TC249主导权；②日韩以外的其他国家积极竞争。
5讨论
翻译并不是一件简单的工作。没有搞过翻译的人，往往以为懂一点英语，再加上手中有一本英汉词典，就可以翻译英语文学著作了，这只是门外汉的看法。真正专业的翻译人员，是不这么看的。英汉词典并不是翻译英文著作的万宝书。任何词典都有其局限性，即使是再详尽的词典，它的释义也不是完备、毫无遗漏的，它只是提供一个最基本释义，让使用者去运用;使用不够，就需要译者自己去引申、衍化。举一个例子:Toap-peasetheirthirstitsreadersdrankdeeperthanbefore，untiltheywereseizedwithakindofdelirum．读者为了满足自己的渴望，越读越想读，直到进入了如痴如醉的状态。为了解渴，读者比以前越饮越深，直到陷入了昏迷的状态。
第一种译法，并没有按照原著的形式，逐字逐句地进行翻译，打破了原文的排列形式而进行翻译，但是抓住了原文的精神实质。而第二种译法死抠原文，死抠词典的释义，反而使人无法明白作者想要说的是什么。
忠实原作还体现在对原文的意译一定要适度。灵活得出格了，即使是把译文变得顺口流畅，也失去了原著的意蕴。经过译者在原文的思想内容以外添枝加叶，或者任意改变原文的风格，这就使原本朴实无华的文风，变得辞藻华丽;原文委婉含蓄，硬要翻译得直截了当;原文风趣幽默，却被译者故意翻译得平淡无味。例如:Hewantedtolearn，toknow，toteach．他想学习，增长知识，也愿意把自己的知识教给别人。
他渴望博学广闻，喜欢追根溯源，并且好为人师。这一句话虽然不长，但是却不容易翻译。如果把它翻译成“他想学习、知道事情和教学”，无法表达原作者的意思，因此必须顺着原文的意思加一些字，但要加得恰如其分。第一种译法加字非常适当，并未超出原文的内容，外加译者自己的想象和发挥。第二种译法加过了头。
译文流畅通顺和富有美感的原则
在翻译英文文学著作的时候，对其中的艺术语言进行处理，必须坚持使译文流畅通顺的原则。这就需要译者在翻译时不要拘泥于英文著作的形式，要开放思路，从容自如地造句。一旦照搬原文句子成分、结构、形式而不能转译出原文的思想和风格的，都要按照中文文字的要求重新安排，直到其符合翻译的标准为止。
比如，furiously这个词，在一般的英汉词典的释义是“狂怒地”，译者在翻译时不能遇到这个词就对号入座:“狂怒地”。我们可以将其翻译为:怒气冲冲、满脸怒气、勃然大怒、大光其火、火冒三丈等，不仅为文字添加色彩，而且没有失去原文的意愿。以最简单的yes和no为例，它们在作为副词使用时，词典的释义是“是”“是的”和“不”“不是”。在我们翻译文章处理这些语言艺术时，碰到yes就翻译成“是”或者“是的”，遇到no就翻译成“不”或者“不是”，就会感到非常的别扭，更有甚者引起不必要的误会。例如，
1．Ihavereadwithmuchsatisfactionthephrasewhichyouquoteconcerningthenumberofstrongholds．Yes，theremustbefewofthem，butgoodones．我读了你所引用的关于要塞数量的话，十分满意。你说得对(……是的)，要塞不宜过多，但要精工修建。
2．WhenSmithpointedoutthathehadspreadtherumour，hevehementlyretorted，“No!No!”当史密斯指出他散布了这个谣言时，他激烈地反驳说:“没有那事!没有那事!”(……“不!不!”)上两句，如直接翻译成“是的”“不!不!”，就失去了原文的味道。此外，对不易理解的语句，要尽量翻译得通俗易懂，在翻译句子较长的语句时要进行适当地拆分，以利于翻译，便于读者理解。对于有歧义的语言或者定义，一定要添加注释。这样使我们翻译出来的文章更加接近原著，接近读者。
注意文学作品的时代性
因为每一个时代的作品都有其产生的特殊的社会和文化背景。通过对英语文学的翻译，可以使读者与距离遥远的文化背景下人对话。在翻译英语文学作品中我们必须注意不同的社会文化背景，它所使用的艺术语言也是有差异的。这一点在王科一翻译的《傲慢与偏见》中有很好的体现。作者简•奥斯汀以日常生活为素材，生动地描绘了18世纪末到19世纪初处于保守和封闭状态下的英国乡镇生活和人情世态。王科一在翻译中把握住了原作中的社会文化和时代的背景以及书中主人公在社会中所处的地位，在译作中构建了相应的认知环境。为我国读者勾勒出那个时代贵族之家的状况，他使用了大量的能够体现上流阶层家庭生活的词汇，如“恭侍、拜谒、屈尊降贵、赏脸”等。为了刻画MrCllins这个角色的社会地位和性格特征，王科一在翻译时很好地把握住当时与现代语言的不同，用准确和恰当的词汇反映了当时的艺术语言特征，如:他把Dearsir翻译为“亲爱的长者”;他把Mylatehonoredfather翻译为“先父”;他把promoteandestabishthebless-ingofpeaceinallfamillies，翻译为“使家家户户敦睦亲谊，促进友好”。他通过这些语言和词汇的运用，精准地处理了原作者所处时代特有的语言艺术表达方式，在尊重原著写作的风格和特点的同时，使译文变得优美、顺畅，是我国迄今翻译英语文学作品中难得的佳作。
关键词：影视广告；传统文化；影响
中图分类号：F713.81 文献标识码：A 文章编号：1672-3198(2009)04-0126-01
1 我国传统文化对影视广告的影响分析
1.1 传统文化制约着影视广告活动，并提供广告契机
传统文化已积淀为本民族的精神文化家园的“集体记忆”，通过文化空间的世代相传，加强族群认同，催生民族意识形态，促进社会的整合。作为现代社会文化体系中的一个分流，传统文化不仅见证了一个民族的过去，更是孕育了其未来，影视广告是一个丰富多彩的文化现象，凭借影视传播的媒介特性，现代影视广告以各种各样的方式反映着社会文化，并在这些文化意识的作用下从事着广告活动中各个环节的运作。由此，传统文化对影视广告产生着深远的影响。
尤其在现代，当受众能够很轻易的获得产品使用价值的满足时，触发他们产生购买动机的是产品的文化内涵，这种内涵可以给顾客一种良好的感觉，这种感觉包括顾客所认同的物质利益和心理利益。通过开发产品的文化内涵、塑造产品形象乃至产品形象背后的企业形象，能够赋予它们之间一种必然的文化层面的联结，从而避免对于受众的刺激泛化、增强对其刺激辨别的能力，以更好的打动消费者。
1.2 传统文化的象征物、仪式脚本及其延伸产品或服务等自身就是广告商品
传统文化的象征物、仪式脚本等，经过长久以来的沉淀，已成为群体成员周期性仪式活动中不可或缺的组成部分，而与之相关的商品及服务亦发展为该社会群体中消费者周期性日常消费的主要内容。因此，剪纸艺术、粽子荷包、祭孔大典等，已不仅仅是传统文化的象征物或仪式脚本。他们更多的是出现在了广告中，以周期性的仪式消费产品的形式而被推介给了更多的受众。众所周知，消费者的消费需求不仅包括周期性的仪式消费需求，也存在着偶发性的随机消费需求。传统文化随着社会的进步而不断发展，期间既有文化传承，更有技术创新。发展到了现代社会，其中很大一部分已延伸为现代工艺、美术，技能、知识，其文化产物、仪式脚本也成了在市场上流通交易的商品或服务。将上述延伸产品及服务作为广告商品，通过诉诸受众深受传统文化制约的潜意识，亦能够有效地激发起消费者偶发性的随机消费需求。
1.3 传统文化可以提升广告产品的历史感和品味
由于全球化、工业化趋势的冲击，以及旅游、移民、环境恶化等因素的影响，原本与传统文化形态相依存的生活方式、劳动对象、生产资料和生产力水平等发生了巨变。原有的农耕、渔猎、游牧的文化形式，被标准化、现代化的生活节奏所取代。文化生态语境的变迁，使得传统文化的生存状态随之改变一原有的“文化空间”，被各种原因“碎片化”后，面临着消失的危机，因而被列入文化遗产名录或是移入了文化史和博物馆中。但是，正是这种危机，带给了传统文化得以在广告中大量使用的转机。“物以稀为贵”，传统文化的濒危、被列入各级文化遗产名录，在文化史和博物馆中的珍藏，使得其被贴上了“文化品位”的标签，更能激发广告受众追求社会外显性的消费心理和购买欲望。
2 当前在影视广告中运用传统文化元素的要点
2.1 传统文化符号不能随意乱用
运用传统文化与受众拉近距离是一种有效的方法，但绝对不是万能的，运用恰当能够起到良好的效果，运用不恰当容易引起受众的反面情绪。例如龙是广告中常用的传统文化符号，在中华文化中，龙有着极高的地位，中国人都是“龙的传人”。龙在广告中出现一般能给人亲切感，但是在立邦漆“龙”篇中，却因为龙而惹上了麻烦，它的广告采用对比的手法，描写了两根立柱上两条龙在用与不用立邦漆的不同命运和效果，一条龙神色黯淡紧附立柱，另一条色彩光鲜落在地上，广告的本意是宣传立邦漆的品质和色彩的艳丽，创意本身没有问题，但却忽略龙作为一种符号，有象征中国的意味，用两条龙的命运有一定的隐射性。无独有偶，丰田汽车的广告遭遇也是如此，这则广告表现了一辆霸道汽车停在两只石狮子之前，一只石狮子抬起右爪做敬礼状，另一只石狮子向下俯首，背景为高楼大厦，配图广告语为“霸道，你不得不尊敬”。广告刊登出来以后，许多人认为有明显的辱华意图，石狮子是中国传统的吉兽，象征中国，广告中它们向一辆日本品牌的汽车敬礼、鞠躬，让人感到非常气愤，联想到日本入侵中国和，激发爱国群众的愤怒之情。也许，设计者并没有别有用心，但却忽略了这些文化符号是民族文化的化身，是不能随意亵渎的。
2.2 历史人物的应用要慎重
历史人物往往附带着一定的民族情感，有正面的，有反面的，在应用时要注意其正负面的影响，运用得恰当会增加亲切感和自豪感，运用不好则会影响到民族情绪。例如长沙某品牌啤酒利用屈原做广告，屈原悲愤地站在江边。口里一边念着“路漫漫其修远兮，吾将上下而求索”，一边摆出要投江的架势。这时，一位坐在屈原身后打扮洒脱的现代年轻人奉劝屈原说，“人都死了，你还能求索啥?”结果屈原一扫愁容，与这位现代年轻人席地而坐，开怀畅饮该品牌啤酒。虽然这则广告运用了幽默的表现形式，但却幽默错了对象。屈原是伟大的爱国主义诗人，坚持真理、宁死不屈是其人格魅力，是中华民族传统美德的一种寄托与化身。屈原在广告中的表现有悖于屈原本身在人们心目中的形象，亵渎了消费者的情感，人们反响较大，最后是停播了这则广告。
2.3 民风民俗的运用要恰当
民俗文化是人们在日常生活中形成的习惯。比如春节守岁、吃饺子、拜年，元宵观灯、端午吃粽子、中秋赏月等的民间习俗，在漫长的历史进程中演变成了传统，被每个人铭记于心。每当节日来临时，各商家都会利用传统来宣传自己的产品，大打传统牌。礼尚往来是中国人的习惯，本意是加强亲朋好友之间的沟通，可是现在有些广告作品中却被刻意夸大。广告宣传的作用是巨大的，如果长时间受一种文化的熏陶会使其改变消费观念。如果将某一种习俗进行夸大，也会产生不良后果，例如脑白金广告，天天反复诉说去年“收礼只收脑白金”，今年“收礼还收脑白金”，强化了送礼，虽然中国是礼仪之邦，但说多也势必会为那些不良送礼企图的行贿者找到合理的借口，影响民风。广告作为一种文化形态已经深刻地影响着现代人的生活，影视广告传播应该宣传或倡导一些积极的生活观念和方式，民风民俗的广告一定要注意引导消费者往积极的生活方式上发展。有一则中国建设银行的广告创意较好地运用了传统文化中的中国元素：“善建者行善者建行”。
①广告诉求不走传统老路：首先“行”和“行”进行了多音字的巧妙运用，而主要是结合建行的品牌内涵将建设银行的形象昭之于众，既有中式文化的意韵，又有令人回味的遐想，能让人产生较深的印象，并有效识别了建设银行与其它银行的差异。
②广告主题明确生动：整个广告的主题画面均以建设场面为主，以建设工地的硬画面突出建设蓝图的软画面，能从一定程度上传达建设银行的服务宗旨。
On Culture Taboos in Translation of Trademark Words and Coping Strategies
Xu Huimin
Abstracts: With the advent of economic globalization, more and more commodities are going out of the country and have a share in world market. Trademark is a special language symbol and important component of commodity culture，representing the unique characteristics of the commodity. It is also a powerful weapon for enterprisers to participate in international competition. Good trademark translation can bring tremendous wealth to the enterprise while the adverse trademark translation can make the enterprise pay a heavy price; therefore the survival of the enterprise has an intimate relationship with trademark translation. Trademark translation should follow the principles of translation and pay attention to the cultural forbidden zone in trademark translation. Here are many ways to translate trademarks, such as pinyin, transliteration and so on, which should pay attention to the cultural taboos of different countries and nationalities in order to avoid unnecessary troubles.
1. Introduction
The emergence of trademarks as a symbol of enterprise, it is a bridge between producers and consumers in direct dialogue it is a powerful weapon for enterprises to participate in international competition. The deepening of China's opening-up and the increasing economic activity of foreign-funded enterprises in China has greatly enriched the economic life of the Chinese people and created many new economic and commercial activities for the Chinese people. A large number of domestic exports to all parts of the world, foreign goods also flooded into the domestic market. Legitimate goods have their own trademarks. Today, with economic globalization and regional economic integration, more and more Chinese enterprises in order to seek larger development space and seek higher economic effectiveness for go out of the country and tend towards the world. At the same time, our lives appear many foreign brands with the same idea and purpose. A company whether can set up its own brand in this time of rapid economic growth and gain more development space, the key depend on product quality and research and development. But once you out of the country, you will face different culture, language, customs... under the background of the international market. The trademark language is a kind of language different from the ordinary word, and the ordinary word comparison implication is more profound and the content enriches makes the people easy to remember. For example advertisement and translation of trademark will play a crucial role in the early stage. It is not an exaggeration to say that when an enterprise’s brand is in the international market, the name of the commodity translated appreciately or not. In a sense, it is directly related to the brand in the international market, in a way, is directly related to the enterprise brand in the international market.
Nowadays we can see all kinds of trademarks when we walking in the street. The trademark is has the remarkable feature of a commodity producer or business operator who use it in order to distinguish his goods from other people's goods. Therefore, in the circulation of commodities, trademark is the symbol of commodities. Some trademarks is a word, some trademarks are just a simple image design, while some signs are the combination of graphics and words. Taking trademarks advertising commodity has become an important way of enterprises to tap the potential of international market and promote the development of international trade. Trademark translation is the transformation from one language to another, and to maintain its original style and connotation. Nowadays more and more foreign goods are entering the Chinese market. Meanwhile, more and more Chinese products are selling goods all around the world. How successfully translate the English trademark into Chinese trademark has become a problem for many enterprises and the translator to consider, and if China's enterprises have intention to enter the international market, that must be consider how to have good translate for Chinese trademark the into the English trademark.
This paper starts from the taboo of trademark translation, analyzes the cultural taboos which should be paid attention to in the process of trademark translation due to different cultures of various countries. With the exchange of Chinese and foreign products, the translation of trademarks is inevitable, so the translation of trademarks plays an important role in the sale of goods outside the home. The first chapter mainly introduces the background and significance of trademark translation. The second chapter mainly introduces the method of trademark translation. The third chapter mainly introduces the different cultural taboos in different cultures, and the fourth chapter mainly puts forward some corresponding strategies for the cultural taboos in the world. The fifth chapter mainly summarizes the full content.
2. Translation Methods of Trademark
In the process of trademark translation, businessmen strive for trademark individuality, concise content, break through the rules of grammar, as far as possible with the least content text bearing the most corporate culture and commodity value, and to make consumers have the desire to buy the goods and facilitate the effect of memory.( 许金杞. 意美、音美、形美——英文商标的汉译[J], 外语与外语教学，2002, (11): 48.).
2.1Transliteration
Transliteration is based on the pronunciation of English trademarks, which are translated in the same or similar pronunciation of Chinese characters. Its advantage is that it can maintain the original pronunciation advantage of the original brand and brand name, which can reflect the exotic atmosphere of the goods. Taking transliteration of trademark name is mainly composed of a person's name, enterprise name or other proper noun. This method is used in both English trademark translation and Chinese trademark translation. A common used for transliteration English trademark, such as Sony, L 'Orea, Nike, Casio, Revlon, Ikea etc.
2.2 Synthetic Phonics
Synthetic Phonics is to cut words or make words together, create a new word to translation brand name, make the brand name novel and interesting, impressive, and have abundant association. Therefore, it can play a role in the advocacy. Such as 新意达集团“Newit” (New + Wit), 东方星钟表“Eastar”（Eeast + star）, 肤美灵化妆品“Skinice”（skin + nice）, 金霸王电池“Durable cell” (Durable + Cell), 尤妮佳“Unicharm”（union + charm）, 德生电 “Tecsun”（technology+ sun）.
2.3 Spelling
The trademark taking spelling which is more simply and intuitive, and is named directly in the form of pinyin. Such as:大宝（DABAO）、六神（LIUSHEN）、华为（HUAWEI）etc. When we use pinyin to translate the name of an English trademark, sometimes it does not have corresponding words or expressions of Chinese. Some trademarks will be presented in the form of pinyin in the translation process, but the word may have different meanings in English-speaking countries. For example, there is a trademark called “FUCK Pincers”, which probably initials of the company name. But in English, the word means “cheating, cajoling” or even sex slang. Therefore, when we translate trademarks, we should be careful of each country of cultural differences and cultural taboos. Although the use of pinyin translation of trademarks have failed cases, but the use of Pinyin translation of trademarks have a successful case. Such as “Chun Lan”（春兰空调）and “Chang Hong”（长虹空调）. But these successes are in the minority. Some trademarks that use pinyin translation can be misleading, produce negative associations and cause ambiguity. Such as the lipstick brand “芳芳”, translated by pinyin as “Fang Fang”, but in English, the word “Fang” means “along, sharp tooth of a dog; a snake’s poison-tooth”. So, for cosmetics that want to make people beautiful, the translation is too different from its original meaning, and it can't arouse consumers' desire to buy. Although pinyin translation is relatively simple compared with other translation methods, but the trademark is only a sign, which usually loses the deep meaning of the original trademark. For example, “金龙” translates to “King Long”. The pronunciation of “金” and “King” is very close, and it has a noble meaning, and this conversion is reasonable. In China, “龙” is the symbol of Chinese culture, symbolizing the meaning of justice and prosperity, but the word “Long” in English pronunciation for “Wolf” so with the meaning of “龙” have a clear difference in meaning. In these cases, the loss of the original meaning of the trademark but also to foreign consumers puzzled, do not understand what these trademarks mean, thus affecting the sales volume.
2.4 Liberal Translation
The liberal translation refers to the translation according to the purport of the original text, not the word translation. Usually in the translation of sentences or phrases used more, liberal translation is mainly used in the original language and the translation of large cultural differences in the case. Liberal translation is more able to reflect the language characteristics of the nation. The transliteration of trade mark means that the translator has to abandon the literal meaning of the original text in order to conform to the original content and the main language function, which is based on the national culture and focuses on the cultural connotation. In other words, the transliteration is a completely literal translation. Such as “Red Bull”（红牛饮料），“Microsoft”（微软），The liberal translation, also called "Functional equivalence translation", usually only chooses the content of the original text and discards its form, which is a kind of translation after digestion. For example: “雀巢咖啡”translated into Nescafe. Nescafe is the abbreviation of Nestle Coffee, why do you have this translation? Because the coffee's outsourcing bottle cap is printed with the design of Nestle, its English is Nestle, and the “咖啡” translation is coffee, so in translating, The translator according to the meaning take two words together is “Nescafe”.
3. The Culture Taboos in Translation of Trademark
Because in international trade different countries have different social, historical and cultural backgrounds, a commodity often appears to be popular in one country, but in another it is neglected. This is because the translator did not take fully the cultural and historical background of the trademark translation into account, which led to the marketing failure. Translators should have a certain understanding of different countries of national culture and cultural taboos, there will not due to the mistake of trademark translation, result in the failure of commodity marketing. ( Nida, E. “Language, Culture and Translating”, 上海: 上海外语教育出版社, 1993.).
3.1 Taboos of National Psychology
National psychology refers to the character, temperament, emotion, value orientation, religious mentality and aesthetic psychology of a nation. Although the psychological model of a nation has the same characteristics as other nationalities, but most of them are different and mutually exclusive. The national psychological differences make people have psychological conflict in the people intercourse, and form the barrier of mutual intercourse. National psychology is the inherent psychological characteristic of a nation in the process of long-term evolution. Because different ethnic groups are affected by different ecological environment, religious belief and historical political and cultural background, different ethnic groups form different national psychology. Different national psychology has created different values and consuming psychology. The psychological mode of a nation inevitably influences its shopping mentality. In the process of trademark translation, if we ignore the national psychological differences, the good products will not be bought for the unacceptable translated trademark in sales place. Such as “帆船” carpet is also the traditional export products translated into junk results in the United States market no one to buy. Originally junk in English sailing accident also have rubbish, tattered meaning. Later it was translated into “Junco” to attract the attention of foreign people. Because of the different customs and morals of each country and nation, the translator should consider the culture and customs of the place of sale. The trademark of the “太阳神口服液” wants to show the world that the oral liquid can be full of youthful vigor, not directly translated into the "the god of the sun", the translator in the translation of the Cultural transformation, translated as "Apollo", the ancient Greek sun God's meaning, representing the light and youth, with the original language.
3.2 Element of Politics, Economy and History
Politics, economy and history determine the status of a country in the world, so it is a cultural taboo is an important factor to be considered in the translation of trademarks and a sensitive factor, so it is very important to take into account the political, economic and historical taboos in translation. Such as OPIUM perfume, inventor of the trademark in 1977 had been to China, he started from the Chinese snuff bottle modeling inspiration, created the "OPIUM" brand perfume, trademark means "OPIUM", translated as OPIUM will remind the Chinese of humiliation of the opium war, the strong national pride makes the perfume was listed in China slammed by consumers, and eventually banned due to violation of China's trademark law. Bear in modern economic terms, it can be matched with market, which means "market of falling market", popularly known as "weak city, market and bear market". Such words should not be used on trademarks.
3.3 The Variation of Culture Taboos in Different Countries
3.3.1 The Variation of Animal’s Symbolic Meaning
Panda: in China, they are seen as animals and pets, but in Muslim countries, they are seen as pig. African trademark also bans the panda.
Bats: westerners believe it is a symbol of terror, death and foreboding. Even kids know it's a vampire. However, in our country, it is regarded as a symbol of happiness, as an auspicious omen.
Elephant: in India, Sri Lanka and other countries are auspicious things and solemn symbols. But in some European countries, elephants have the same meaning as idiots
Owl: in our country, the owl is regarded as an ominous sign. In addition to the Swiss, westerners believe that it is the embodiment of wisdom, courage and toughness.
Peacock: in our country and south Asia, it symbolizes auspiciousness and beauty. India also sees it as a national bird, but Europeans see the peacock as a scourge.
Dogs: dogs in the west are seen as a loyal partner, protected by law. Instead, in some parts of northern Africa, people hate dogs and taboo dogs.
Cats: in many countries, they are considered pets. Europeans think cats can bring good luck. But many people in western countries think black cats are unlucky.
The crane: our country regards it as a symbol of good luck and longevity, while the French think the crane is a stupid man's name.
Rabbit: many countries think that rabbits are cute and docile, but in Australia they are the exception. Because rabbits eat grass, they are the bane of wool production, so they don't like the “rabbi” brand.
Phoenix: in our country is a kind of the miraculous animals, on behalf of the "lucky, happiness, and elegant. Chinese people believed that a “凤凰”bicycle can bring good luck, but in western culture legend phoenix is not dead bird, there is the meaning of" renewable "and" resurrection ", so the goods no takers in the west it is not surprising. A similar example of “喜鹊”，but the English word is “magpie” is talking about boring people in the west.
3.3.2 The Variation of Number Symbolic Meaning
0: Indians believe that the number ending in 0 is positive.
1: in the eyes of westerners, “1” means perfection and initiation.
3: the Greeks and Egyptians considered the “3” to be sacred, dignified and auspicious. Some western countries see this as an unlucky number.
4: North Korea, Japan and China think this number is unlucky. In the eyes of Japanese, it is lazy and useless. The Arabs thought it was immortal, so they attached great importance to this number.
7: Some Europeans and Americans think this is a good luck, while Singaporeans have the opposite idea.
8: this is a lucky number in China, which is very similar to the word "发", which people tend to choose when choosing a number. Singaporeans, however, say the Numbers are not good.
13: the west and Singapore think this number will bring bad luck and misfortune. So there are no 13 floors in western countries.
Digital deification also shows the difference between east and west. In our country “666”, “999”, “金六福”, “三元” and “13” these digital products, in the United States can see the “7-up”, “Modle Seven” and “7-eleven”and other trademarks of goods, but “666”, “13” goods exported to the United Kingdom and the United States will become a problem, because the “six” in the west is the symbol of the devil, 13 is an unlucky number. It is difficult for us to master the culture of each country, which requires us to accumulate knowledge to avoid the cultural taboos of other countries in the translation of trademarks.
3.3.3 The Variation of Color Symbolic Meaning
In China, green symbolizes life, red symbolizes passion, white symbolizes purity, and black symbolizes solemnity. In the United States, light colors are generally liked, such as ivory, light green, light blue, yellow, pink, light yellow, and they don't like purple. In France, people have imaginative about color. In addition, the color research and application is very exquisite, like red, yellow, blue and other colors. Bright-color is regarded as the symbol of vogue, luxuriant, nobility, so bright-color is popular in France. In eastern France, boys in fashion wear blue and girls wear pink. For Belgium, chrysanthemum means death, so similar to the chrysanthemum color won't welcome. For southern Belgium, girls love pink and boy love blue, ordinary people love the elegant grey. Avoid dark green, black and green color for Nazi uniform. It is not appropriate to use blue and yellow as a commercial in Sweden. Many countries like green, especially in the desert where Arabs see green as life, and green as a symbol of life for the flag. The Japanese, however, taboo green, who think green, is unlucky. In Malaysia, green is the symbol of disease. Westerners use white to symbolize purity, and black symbolizes death. Britain regards “red” as cruel and unlucky. In western countries, westerners regard white as a symbol of purity and beauty, and the bride's wedding dress is white, which symbolizes the purity and fidelity of love.
4. Coping Strategies of Cultural Taboos in the Process of Translation
Trademarks are the unity of language and culture. Trademark translation, with the perspective of cross-cultural communication, accurately grasp, the surface culture and deep culture, which can turn the material value to the abstract spiritual value. It allowed consumers to understand the material value of goods and material language culture and spiritual culture. Goods are sold to different countries and regions, so cultural differences between different types and degrees are necessarily reflected in the language. Although the translator deals with individual words in trademark translation, the translator always faces two cultures. Facing with fierce competition, the translator must have a strong awareness of intercultural communication, and break the bondage of language form equivalence concept in order that bring out the sound and make all brand names of goods have broad market prospects.( [3] Newmark, Peter. A Textbook of Translation[M]. Shanghai: Shanghai Foreign Language Education Press, 2001.).
4.1 Catering to Consumer Psychology
Culture affects all aspects of our lives. It restricts and regulates the process of feeling the world and forming ideas, thus forming some perceptual cultural determinism. These perceptual stereotypes affect people's values and consumer psychology. The translation of trademarks must take into account the cultural habits and aesthetic psychology of consumers. In international trade, it is not difficult to find that the product of the same trademark is popular in one place and suffers from a snub in another. It is important that whether trademark translation can cater to consumers' aesthetic psychology. A people said that "The translator must be a real cultural person". If the translator is not sufficiently knowledgeable about the language and cultural phenomena of the target language, it is likely to make unavoidable mistakes in language or culture. For example, the “白象” battery produced in our country is translated as “White Elephant”, originally in English, “White Elephant” meaning is “big and useless”. For example, there is a kind of electric appliance called “蝙蝠”, the Chinese will take their homophonic, “蝠-福气”. When translated into “Bat”, it will cause Westerners to resent it because they hate the animal. It is important to know how to translate the correct trademark. The import trademarks translation needs to take into account the traditional culture of China and the consumption psychology of Chinese consumers. Foreign products enter the Chinese market, if they want to set up a good product image, and be loved by Chinese consumers, they should have a translation which is consistent with Chinese consumers' cultural habits and aesthetic psychology Such as the United States drink “Coca Cola”, a translator used several of its similar homophonic Chinese characters as their trademark name in its first sale in China, the result is no one buy, because these several Chinese characters together reminiscent of the shape of the tadpole, meaning of “啃蜡蝌蚪”. Later, a called Jiang Yi translator careful study of the translation of the “Coca-Cola”, not only retained the “cola” pronunciation, but also cater to the Chinese consumer's psychology, point out its “delicious” taste, and the “happy” effect. In a sense, “cola” can be sold in the Chinese market, which is a good idea of the translation has played a great role.
4.2 The Use of Concise Language
For trademark translation, consumers are impressed by the simple and easy to understand and easy to understand. Because of the significant differences in pronunciation, word formation, historical background and cultural tradition between Chinese and English, some of the most concise and powerful trademarks in one language may appear to be protracted and difficult to remember. For example the American beer “Budweiser”, translate into“百德威斯” is difficult to remember Obviously there is no “百威” to be concise, and "百威" makes people feel refreshed and infinitely powerful. The trademark translation should make the reader feel good, remember, love and be willing to buy its goods, such as “Panten”(潘婷), “Olay” (玉兰油), the translation is elegant and pleasant to hear. Therefore, when translating trademarks, we should bear in mind the memory function of trademarks, make the translation straightforward and simple, easy to read and easy to remember, and try to avoid those lengthy and cumbersome ones, that is, no real meaning, difficult to read and hard to remember . The most important goal of trademark translation is to enable consumers to remember the products they represent through the translation of trademarks. Therefore, trademark translation must be simple, easy to remember and vivid image.
4.3 Reflecting Commodity Information
The function of a trademark is to illustrate the performance of the commodity and reflect the characteristics of the commodity. A trademark is also a concise advertisement. A commodity wants to open sale, besides the quality is good, the variety is opposite the road, the price is reasonable, very important one is the translation of the trademark. By trademark, people can have the most basic understanding of the commodity, as far as possible to the purpose of pre-sale. Therefore, the translation of the trademark should indicate the performance of the commodity from one aspect of the commodity, leaving a deep impression on the consumers. The translation must conform to the nature of the product and reflect its accurate positioning in the original text. For example: the world famous toothpaste brand Crest has the meaning of “Top, Peak point, Helmet” and so on, which makes people think of the “hard and hard surface protection”. If it can protect the teeth like a helmet, who can say no? Today, P&G products are almost everywhere in the world, and the “Safeguard” is particularly profound. The word is composed of “safe + guard”, safe means “safe, safe, reliable” and “guard” means “protection” two words together, became a “security”. This can make people think that the product is safe and does not stimulate the skin and can also play a role in skin care. The translation of the trademark should indicate the performance of the product and impress the consumers. Such as: the name “Benz” of Germany comes from the name of “KarlBenz”. In Taiwan, it was translated as “朋驰” and also translated as “本茨”. Although these translations are similar to the original name, the literal meaning does not reflect the performance of the goods, or it can be said to have no meaning. Now, "Benz" is translated as “Benz”, which is similar to the original name, which can also be thought of in the literal meaning of the translated name to the excellent performance of the car. Again such as “Nike” and “original intention”, the Greek goddess of victory, “娜姬”, “Nike” to the original feeling of propaganda object may be like a beautiful and victory, and the feeling of “Nike” to the Chinese tend to be more abrasion resistance, more in line with the consumer psychology of the Chinese . Excellent trademarks try to reflect the characteristics and advantages of commodities to cater to consumers' purchasing psychology. These logos are full of allegorical or inspiring people's rich associations to create an irresistible feeling.
The trademark language is a kind of language different from the ordinary word, and the ordinary word comparison implication is more profound and the content enriches makes the people easy to remember. Trademark language has several characteristics，First, the trademark language to have independence, only has the independent trademark to give the consumer the visual impact and the appeal, thus achieves the recognition and the approval goal. In other words, there could be no other identical trademarks. Second, the trademark language should be symbolic, trademark logo must have a high cohesion and profound implication. This requires businesses in the development of trademarks to the corporate culture, entrepreneurial spirit and the characteristics of enterprise products in the brand. Third, the trademark language should also be descriptive, refers to the trademark language generally implies the quality of goods, indicating its characteristics and performance. Four, the trademark language should also have the imagination characteristic, this can give the consumer an imaginary space, lets the consumer feel that uses this kind of product to have the unexpected effect. Five, use foreign words to do trademark language, according to their own cultural patterns, new things to be reconstructed.
一、笔墨表现方式所具有的抽象性
线条、笔墨是中国画的主要表现语言,董其昌云:“以境之奇怪论,则画不如山水,以笔墨之精巧论,则山水决不如画。”③注重笔墨,追求笔墨的精妙在传统中国文人画中居于首要地位,在这里笔和墨已具备了独立的审美意义,具有一定的抽象性。wWW.133229.cOM以“笔”而论,正所谓:“石如飞白木如籀,写竹还应八法通,若也有人能会此,须知书画本同来。”书画同源使得书法的用笔和线条引注于绘画,通过流动有律的线条来表达生命的节奏,表现物象的“骨”和“神”,从而使画面物象的构成和用笔更加丰富多彩,使绘画的线条更富于力度、美感和文化的素养。作为书法的用笔、线条本身是一种非文字的、非辨识的形式知觉,是对线条及其相关形式表现的审美感知。它不是具体的再现某一事物,而是在一切具体事物之上进行高屋建瓴的概括、抽象的结果。造型心理学讲,大自然并不存在线条,它反映的是人类对世界的抽象意识,中国画以线条作为造型最主要的手段并赋予线条一种内在的生命力和个性特征,这就使中国画的线条更具有一种独立于象外的审美价值和情趣,它是经过漫长的历史和文化积淀形成的被人们的审美意识所肯定的独特的表现形式,是具有一定稳固性的表现形态,是作者审美情感、精神修养、人性品格的抽象表现,这种表现深刻、概括并且具有广阔的涵盖力,是一种抽象性的表现形式。
再来看中国画的表现语言“墨”。王维《画学秘诀》中说:“夫画道之中,水墨为上,肇自然之性,成造化之功。”④张彦远《历代名画记》中“草木敷荣,不待丹绿之采,云雪飘扬,不待铅粉而白……是故运墨而五色具,谓之得意。”⑤中国传统水墨画略去光线,独钟水墨,利用墨色的浓淡干湿形成的韵味来表现五彩缤纷的大千世界。从“墨”本身来看,作为净化升华的色彩,它是具备了无限可能的抽象色,是创作主体赋予外物的假定,它根源于艺术家在视觉表象上对色彩的非知觉的处理,以这一种墨色表现宇宙万象,这种反映不是真实再现的忠实反映,是一种主观化的反映,是在挣脱现实世界自然万物光彩夺目的色彩,而得到的对现实世界“质”的主观反映,这里的“质”就是前边所引的“自然之性”,很显然这种“墨”的表现方式是具有一定抽象性的。如追溯其文化的渊源,应该与孔子“绘事后素”在绘画上以静素淡泊为高雅以及儒学理性主义的文化态度有联系,再就是以道家“五色令人目盲”和复归自然的人生价值观为基础,它们共同奠定了传统水墨画抽象色的表现风貌。
笔与墨的骨肉融合作为中国画的主要表现语言,体现了中国画特有的形式美感,是中国画艺术中不可或缺的内容,有相当丰富的内涵。“墨之溅笔也以灵,笔之运墨也以神,墨非蒙养不灵,笔非生活不神,能受蒙养之灵而不解生活之神,是有墨无笔也,能受生活之神而不变蒙养之灵,是有笔无墨也”。⑥在这里笔、墨、蒙养和生活被巧妙的融合升华,这种精神与笔墨的结合运用因人的技巧、力量、线条、笔触等纯形式因素的存在,给人以远非自然形式所能给予的东西,借助于各式抽象的点、线、渲、皴、擦,摄取万物的骨象来表现作者的审美情感和人文气质,这种点线交流律动的笔墨表现形式是一种有“意味”的形式,它是中国画的主要抽象形态。
二、写意性表现方式所具有的抽象性
写意性是中国艺术观的一大特点,从《易经》开始“意”即被看作万物内部的本质,圣人“立象以尽意”、“得意而忘象”,其次“意”又指人们主观的心意,明代王履声称“画虽状形主乎意”。⑦万物内部的“本质”则是在自然界万千事物具体形象(包括不同类属的具体形象)的基础之上抽离概括升华出的事物的本质规律。人们的主观“心意”则是人们对自然界万物本质的主观反映。无论是万物内部的“本质”,还是人们主观的“心意”都不是对自然动植物的模拟再现,而是在自然万象基础上进行的分离和概括,其中有一定主观化情绪化方面的成分。中国画的这种写意性的表现方式中蕴含着一定的抽象性因素。以下分述之:
(1)重“神似”的审美的表现方式
“传神写照”乃是中国传统绘画写意精神的核心,中国传统文人画重在追求“神似”,而对“形似”的要求又不太苛刻(和西方古典绘画相比),即不过分执著于事物的外在自然属性如比例、结构、透视。重“神似”的写意不是简单地描绘含混不清的图像和意念,而是作者对民族个性、社会现实、时代精神以及自然规律深刻体察的总和,画家或借物喻人或寄情予物,情景交融,使人与自然成为一个整体达到“物我两忘”的境地,这是一种意识与精神的升华。不过分求“形似”通过“写意”以“参赞造化”,正如齐白石所说“妙在似与不似之间,不似则欺世,太似则媚俗”。注重追求“气韵生动”的境界,这种通过写“神”来表现生命风采的写意方法,不是一种照镜子的写实方法,而是一种在客观自然基础之上的主观表现方法,是和心灵对应的抽离,是“师造化”和“师心”的结合,其中含有一定的抽象成分。
(2)摆脱自然时空限制的表现方式
通过摆脱自然时空的限制来追求艺术表现和概括的自由,强调宏观地把握世界,用历史的全局的眼光来观察世界是中国画空间表现方式的一个特点。“以大观小”,移步换景的观察方法,作者的眼睛不是从固定角度集中于一个透视焦点,而是流动着飘瞥上下四方,一目千里,抓住自然的内部节奏,把全部景界组成气韵生动的艺术画面,一幅画中可以画不同季节、不同时代的几种事物,或不同地区的不同事物,充分发挥画家的主观性和艺术自由性,所谓“天地造物,随其剪裁,阴阳大化,任其分合”,仿佛是胸中造化吐露于笔端。画面上空白的特殊处理是突破空间的另一种方式,空白处可以是天、地、水、云烟,也可以什么都不是,“位置相戾,有画处多属赘疣,虚实相生,无画处皆成妙境”,⑧这不仅唤起对各种实体的联想,而且造成“咫尺有千里势”之感。再看中国的“三远”之法,“自山下而仰山巅,谓之高远;自山前而窥山后,谓之深远;自近山而望远山,谓之平远”,⑨对于同一片景物“仰山巅,窥山后,望远山”,用流动转折的视线,俯视往还,处处流连,这种摆脱自然时空的限制,画家从高处把握全局按照需要自由组织空间的表现方法,不是对自然真实空间的再现,而是对无限世界的相对集中和概括,其精神的着重点在全幅的节奏和生命,它与抽象的笔墨语言的结合形成一种永恒的“有意味”的表现方式,这种表现方式是对外在具体形象与时空的“隔离”和“抽离”,它具有一定的抽象性。
三、程式化表现方式所具有的抽象性
以“程式”为主的高度意匠是中国画表现方式的又一特点。“程式”顾名思义,即一定的模式,是前人经过漫长的积累、提炼、归纳、概括出来的集大成的范本,是一门艺术的基本构成要素所表现出的有规律有固定模式的表达方式,是艺术家进行创作时组织、加工素材,表达自己的主观感受要依据的基本方法和语言。从彩陶、三代铜器物上的几何线型到楚汉帛画、漆画上的自由线型,再到传统绘画中的各种线描、勾皴法、点法等。至此以线条作为形式框架的中国传统绘画的表现语言已经被引申发展为各种具有抽象意味的程式化的表现方式,如后来的游丝、铁线、钉头鼠尾等十八描,折带皴、斧劈皴、小混点、梅花点……等等各种皴法和点法,这是由装饰纹样变为表情符号的历程,是人对美的感受变得愈益丰富,表现更加随意的历程。在原始自然的基础之上经过积淀建立的新的感性使艺术由再现变为表现,由具体形象变为抽象的形式,这不是一朝一夕形成的,这是人们根据长期观察自然的经验和对生活的提炼与积淀,结合民族的审美习惯和文化传统形成的相对稳定的艺术表现形式的过程,是“程式化”的过程,是在“自然的人化”过程中形成的相对固定形式的“人化的自然”,这个过程中蕴含着一个抽象化过程的存在。
对中国画家来说,文人画所表达的并不单纯是客观世界,其借助笔墨程式所表达的是中国文人的思维方式和价值取向,它除了依靠笔墨语言的变化外,要依托的就是这种语言程式了。譬如:人物画中衣纹线描中的“兰叶描”、“铁线描”、“钉头鼠尾描”等,它们的区别不仅仅是哪种描法表现了哪种衣服的质感,而在于这些程式化的描法都含有一种“抽象美”性质的“程式”性结构。就像中国戏曲中“程式化”的身段动作,同现实日常生活中的动作有极大的距离,但其中的唱、念、做、打单独欣赏时就是非常美的艺术。中国画历经宋元明清乃至今日,它的程式传承都未改变,仍为画家创作的法度,由此看来中国画同中国戏曲一样是有着特殊表现方式的艺术。大凡要离开生活的自然形态远一点,即加工美化较多,形式感较强的艺术,都会有某种程式。中国戏曲和中国画的造型和表现形式都证实了这一点,它的这种程式化存在的美学性质即在于其中的抽象性因素。
总之,在中国画的表现方式中有一定的抽象性因素存在。从横向来说,它是对现实生活中各种具体事物的形态、动态、情趣、意象等的抽离和升华;从纵向来说,它是在漫长的人类艺术实践中由内容到形式的积淀过程。这种抽象因素对各种表现形式具有广阔的涵盖力、溶解性、包容性,其目的在于追求具体物象以外的某种情趣、意象。它与中国画本身具有的随意性、个性化等特点以及现代的思维模式如:开放、互通、交流、包容等具有一致性,这就决定了中国画在当代文化的整体格局中,在保证民族性的前提下同其他艺术交流的可能性,从而证明中国画在新时期的文化践履中必将有勃兴的契机。
①李泽厚《美学三书》,安徽文艺出版社,1999年版,第489页。
②王宏建､袁宝林《美术概论》,高等教育出版社,1998年版,第460页。
③④⑨于安澜编《画论丛刊》,人民美术出版社,1989年版,第72､4､23页。
