時間：2023-03-21 17:10:42
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中醫(yī)藥國際服務貿易雖然在概念上感覺還是個新鮮事物，但事實上，我國早就已經和正在廣泛開展向外國居民提供中醫(yī)藥遠程醫(yī)療服務、外國居民來華進行中醫(yī)藥醫(yī)療保健或學習中醫(yī)藥技術文化、我國中醫(yī)藥人員或機構在國外開設中醫(yī)診所、我國中醫(yī)師赴外國提供中醫(yī)藥服務此類跨境交付、境外消費、商業(yè)存在和自然人移動等4種模式的中醫(yī)藥服務貿易。中醫(yī)藥國際服務貿易是在國內的中醫(yī)藥服務經濟基礎上，通過中醫(yī)藥國際交流與合作逐漸發(fā)展起來的新興事物，涵蓋醫(yī)療保健服務、教育培訓服務、文化傳播服務、保健服務和護理服務等及相關的旅游、咨詢等多個方面的服務內容［7］。隨著全球經濟一體化的形成，依存、競爭、合作與發(fā)展成為當今世界經濟發(fā)展的基本態(tài)勢，在這一形勢下，開展中醫(yī)藥國際貿易，特別是國際服務貿易具有十分重要的現實意義和深遠的歷史意義。而如何有利、有序的開展中醫(yī)藥國際服務貿易，給所有從事中醫(yī)藥國際服務貿易相關研究的人員提出了一個值得深思的命題。
2以標準化促進中醫(yī)藥國際服務貿易發(fā)展
2.1中醫(yī)藥服務貿易在國際貿易中的重要地位
數據顯示，我國目前的中醫(yī)藥國際貿易主要還停留在傳統的實物交易階段。2013年我國中藥國際貿易中，植物提取物和中藥飲片中藥材仍是中藥進出口的主要商品，出口額占比836％，進口額占比749％［2］。曾經有人大代表多次在人大提案要求控制中藥的出口，主要認為我國中藥材人均資源有限，把這些寶貴的中藥材資源大多數都不是以有注冊身份的“藥品”形式而以低附加值的“食品”形式送出去不太合適。尤其是對提取物的批評很多，認為是把有限的中藥材資源廉價賣出去，然后往往在國外經過加工后再以進口藥品身份高價返銷到國內，國外企業(yè)不但從中賺取高額的差額利潤，而且還把產品生產環(huán)節(jié)中最大的污染留在了原產地［8］。這樣的出口模式對我國的中醫(yī)藥長期可持續(xù)發(fā)展顯然不利。有鑒于此，通過開展中醫(yī)藥國際服務貿易不乏是一種新的解決途徑。通過開展中醫(yī)藥國際服務貿易，能將中醫(yī)藥從有形的產品交易形式，拓展到前景更為廣闊的無形服務貿易中來，打破傳統貿易在時間、空間上的局限性；通過開展中醫(yī)藥國際服務貿易，不但能大大保護現有寶貴的中醫(yī)藥物質資源，而且還滿足中醫(yī)藥受益群體不斷增長的實際需求，造福全人類的健康；通過開展中醫(yī)藥國際服務貿易，還將提高我國的中醫(yī)藥產品附加值，實現中醫(yī)藥產業(yè)的健康發(fā)展，符合中醫(yī)藥資源、技術、文化，健康、可持續(xù)發(fā)展戰(zhàn)略。
2.2中醫(yī)藥國際服務貿易對標準化的需求
如何實現對服務業(yè)的規(guī)范化管理已經成為世界各國共同關注的一個問題。國際標準組織（ISO）曾經提出要用技術標準的手段來支持和促進服務貿易的開展，并將其列為標準化的重要研究領域［5］。有關行政部門先后出臺了《關于促進中醫(yī)藥服務貿易發(fā)展的若干意見》《上海市中醫(yī)藥服務貿易發(fā)展規(guī)劃綱要（2014—2018年）》等系列政策，為中醫(yī)藥服務貿易進一步科學規(guī)范和健康發(fā)展提出了指導意見。楊敬宇等［9］研究認為通過發(fā)展中醫(yī)藥國際服務貿易，可以掌握其他國家政府對中醫(yī)藥這種傳統產品的管理標準，了解海外消費者對中醫(yī)藥產品的相關需求特點。通過我國政府以及中醫(yī)藥國際貿易企業(yè)同各國政府進行洽談，同海外消費者進行溝通了解，從而為將來制定中醫(yī)藥國際標準奠定基礎。大力開展中醫(yī)藥國際服務貿易之際，標準先行顯得尤為迫切。以標準化促進中醫(yī)藥國際貿易服務，打破國際間貿易壁壘，讓國際間貿易爭端變得有理可說，有據可依。尤其是中醫(yī)藥的服務貿易，交易的是無形產品，對于服務中的每一個環(huán)節(jié)，最終將體現在服務的總體質量評價上，國際間的共識是成功貿易的先決條件，以國際標準的形式固化這些共識將是最高層次的保障機制。國家和上海的行政主管部門應充分利用好ISO／TC249秘書處在中國上海的平臺優(yōu)勢，積極引導中醫(yī)藥企業(yè)、行業(yè)協會在國際服務貿易標準的制定、修訂工作上面有所作為，將代表我國利益的中醫(yī)藥技術服務，通過國際標準的形式推廣開來，鼓勵有實力的國內中醫(yī)藥服務企業(yè)通過主導國際標準制定等形式“走出去”，促進我國的中醫(yī)藥服務產品順利進入國際市場。
2.3標準化對中醫(yī)藥國際服務貿易的意義
標準是對法律法規(guī)的完善和補充，具有很強的規(guī)范性。以標準化促進中醫(yī)藥國際服務貿易，能夠實現我國中醫(yī)藥整個行業(yè)內涵式發(fā)展，實現經濟增長方式由傳統的“粗放經營”向“集約經營”轉變，提高中醫(yī)藥產品附加值，實現產業(yè)的健康有序發(fā)展，有利于規(guī)范中醫(yī)藥服務業(yè)市場主體的資質和行為，實現科學管理。標準是質量安全的前提和基礎，質量的根本是標準，提升中醫(yī)藥服務質量是推進標準化工作的根本出發(fā)點和落腳點。以標準化促進中醫(yī)藥國際服務貿易工作，可以促進中醫(yī)藥科技進步，保證中醫(yī)藥相關產品和服務的安全性，加強質量控制，提高服務水平，保護消費者的合法權益［10］。以標準化促進中醫(yī)藥國際服務貿易，還有利于提高我國中醫(yī)藥貿易的國際競爭力。國際標準已經成為國際貿易游戲規(guī)則的一部分和產品質量仲裁的準則，許多國家千方百計地在國際標準化活動中爭取主動權、發(fā)言權，竭力在國際標準中反映本國利益。通過標準化途徑，不但能擴大我國中醫(yī)藥服務行業(yè)的國際化交流與合作，而且還增加我國中醫(yī)藥服務行業(yè)在國際上的影響力和競爭力。
3總結
新課標的推出，對教學模式表示了較高的關注，希望通過合理選擇教學模式達到提高教學質量的目的。結合高中化學教學實際，要想提高教學實效性，就要做好教學模式的選擇工作，具體應從以下幾個方面入手：
1.教學模式的選擇應立足課堂教學實際
在新課標的背景下，高中化學教學模式的選擇是保證課堂教學積極效果的關鍵，在這一過程中，要想保證教學模式能夠滿足教學需要，達到促進教學發(fā)展的目的，就要立足課堂教學實際，充分發(fā)掘課堂教學潛力，選擇與課堂教學緊密結合的教學模式，提高整體教學效果。
2.教學模式的選擇要考慮學生的接受能力和基礎
在教學模式選擇過程中，既要保證教學模式具有一定的先進性，同時還要使教學模式能夠符合教學實際和學生的接受能力。換句話說，教學模式的選擇要與學生的基礎和能力配套，不然就無法起到提高課堂教學質量的目的。所以，教學模式的選擇要以學生的接受能力和基礎為準。
3.教學模式的選擇要符合教學規(guī)律
考慮到高中化學的實際難度，以及高中化學教學實際，教學模式的選擇應同整個教學過程綜合在一起考慮，使教學模式能夠符合教學規(guī)律，達到促進教學發(fā)展的目的。所以，教學模式的選擇應在充分了解教學規(guī)律的基礎上進行，以追求實效性為主要目的。
二、新課標下高中化學教學應實現教學方法的創(chuàng)新
在高中化學教學中，教學方法的選擇十分重要。新課標推出以后，傳統教學方法已經難以滿足高中化學教學需要，對現有教學方法創(chuàng)新成為了保證高中化學整體教學效果的關鍵。目前來看，新課標下高中化學教學方法的創(chuàng)新應從以下幾個方面入手：
1.高中化學教學方法的創(chuàng)新，應以傳統教學方法為基礎
在高中化學教學方法創(chuàng)新過程中，應積極吸收傳統教學方法的優(yōu)點，做到立足傳統教學方法，在繼承中進行創(chuàng)新，使教學方法能夠滿足課堂教學需要，達到提高整體教學質量的目的。
2.高中化學教學方法的創(chuàng)新，應與教學內容緊密結合
如人教版《化學.1》“化學計量在實驗中的應用”一節(jié)的第一部分：“物質的量的單位———摩爾”，教材內容雖然簡化了“阿伏加德羅常數”的概念，沒有出現物質的量與微粒數、物質的量與物質質量的計算例題與練習，但在“學與問”中出現了相關的問題（計算），并且我認為學生也很有必要掌握這部分知識，也就是說教學中有必要下功夫讓學生掌握它。
3.高中化學教學方法的創(chuàng)新，應注重實效性
高中化學教學方法的創(chuàng)新，其根本目的是為了提高教學質量?；谶@一目標，我們應努力探索新的教學方法，以教學實效性為主要出發(fā)點，使創(chuàng)新后的教學方法能夠滿足教學需要。
三、新課標下高中化學教學應正確發(fā)揮實驗教學的作用
從高中化學教學來看，實驗教學是重要的組成部分，對于高中化學具有重要作用。由于高中化學中涉及到的化學反應較多，單純以講解的方式難以在學生頭腦中形成正確的概念。為此，只有依托實驗教學，以生動的實驗實例，才能達到提高課堂教學效果，加深學生對化學元素和概念的理解。目前來看，在高中化學教學中，應正確發(fā)揮實驗教學的作用。具體應做好以下幾方面工作：
1.制定詳細的實驗教學計劃，重視課堂實驗的作用
為了有效提高化學實驗教學質量，我們應根據教學內容編制詳細的實驗教學計劃，積極開展課堂化學實驗和實驗室實驗，使學生能夠在理論知識和動手能力上都能有所提高，滿足教學需要。
2.將課堂教學內容與實驗教學結合在一起，發(fā)揮實驗教學的作用
在實驗教學的開展過程中，要根據教學內容合理選定實驗內容，保證實驗教學具有一定的針對性，使實驗教學的作用能夠得到充分的發(fā)揮，達到促進課堂教學的目的。
3.對重點化學原理配以相應的化學實驗，加深學生對化學原理的理解
考慮到實驗教學的重要性，在講解重點化學原理時，應配以相應的化學實驗，使學生能夠對化學原理有更加直觀的印象，達到加深學生對化學原理理解的目的，提高課堂教學質量。
四、結論
網站檢索檢索相關政府機構、學術協會、國際機構網站：主要參考中華人民共和國中央人民政府、中華人民共和國科學技術部、國家標準化管理委員會、國家藥典委員會、國家中醫(yī)藥管理局、國家食品藥品監(jiān)督管理總局、世界中醫(yī)藥學會聯合會、世界針灸學會聯合會、中國醫(yī)藥保健品進出口商會、ISO等網站。2.3會議資料檢索檢索近5年間重要的中醫(yī)藥標準化會議資料，重點有全國中醫(yī)藥標準化工作座談會及歷次中醫(yī)藥國際標準化相關會議等。
2條目設計
通過上述文獻、網站、會議資料檢索分析，形成問卷條目，分為4部分：內部優(yōu)勢、內部劣勢、外部機會、外部威脅。進行了兩輪調查，第1次首先對總體框架（S-W-O-T條目）進行調查；第2次對專家共識的框架細目（S-W-O-T子條目）進行調查。兩次調查的條目均參照RobertG.Dyson的評分方法[2]，按照0-5分評分，以內部優(yōu)勢為例：0表示非優(yōu)勢，1表示較小優(yōu)勢，2表示一般優(yōu)勢，3表示較重要優(yōu)勢，4表示重要優(yōu)勢，5表示非常重要優(yōu)勢。
3數據錄入及統計
將全部數據錄入EXCEL，采用頻次統計對數據進行統計處理。經過咨詢統計專家，確定共識統計方法為：對于每個（子）條目，≥3分的評分超過60%認為獲得共識，即60%及以上專家認為該（子）條目較重要。結果1.第一輪問卷調查共識情況第一輪問卷共設S-W-O-T條目17項，其中內部優(yōu)勢（S）7項，內部劣勢（W）4項，外部機會（O）4項，外部威脅（T）2項，共識情況見表3。由表3可以看出，第一輪問卷調查內部優(yōu)勢7項條目、內部劣勢4項條目、4項條目、2項條目≥3的評分比例均超過60%，即全部達成共識，可以作為第二輪問卷調查構建子項目的基礎。2.第二輪問卷調查共識情況根據第一輪問卷得到共識條目，第二輪問卷共設S-W-O-T子條目66項，其中內部優(yōu)勢（S）21項，內部劣勢（W）21項，外部機會（O）16項，外部威脅（T）8項，共識情況見表4-表7。由表4可以看出，第二輪問卷調查內部優(yōu)勢21項子條目中有19項子條目≥3的評分比例均超過60%，即19項達成共識。由表5可以看出，第二輪問卷調查內部劣勢21項子條目≥3的評分比例均超過60%，即全部達成共識。由表6可以看出，第二輪問卷調查外部機會16項子條目中有15項子條目≥3的評分比例均超過60%，即15項達成共識。由表7可以看出，第二輪問卷調查外部威脅7項子條目≥3的評分比例均超過60%，即全部達成共識。
4兩輪問卷調查結果
經過上述調查，得出內部優(yōu)勢條目7項，子條目19條；內部劣勢條目4項，子條目21條；外部機會條目4項，子條目15項；外部威脅條目2項，子條目7項。綜合分析認為ISO中醫(yī)藥國際標準化內外部形勢如下。ISO中醫(yī)藥國際標準化內部優(yōu)勢：①中醫(yī)藥標準化工作得到了黨和政府的高度重視；②我國中醫(yī)藥有法律保障，各領域基礎深厚；③我國中醫(yī)藥的國家及行業(yè)標準有專門管理機構，標準化工作取得顯著進展。ISO中醫(yī)藥國際標準化內部劣勢：①中國實質性參與國際標準化活動的能力和水平還偏低；②中醫(yī)藥國際標準化相關人才缺乏；③部分領域國家及行業(yè)標準及機構尚不完善；④中醫(yī)藥國際標準化活動保障機制尚不完善。ISO中醫(yī)藥國際標準化外部機會：①中醫(yī)藥廣泛傳播，獲得越來越多的認可；②我國在ISO/TC249有較大影響力；③ISO/TC249設定優(yōu)先工作領域；④目前ISO/TC249內國際形勢有利。ISO中醫(yī)藥國際標準化外部威脅：①韓國、日本積極爭奪ISO/TC249主導權；②日韓以外的其他國家積極競爭。
5討論
翻譯并不是一件簡單的工作。沒有搞過翻譯的人，往往以為懂一點英語，再加上手中有一本英漢詞典，就可以翻譯英語文學著作了，這只是門外漢的看法。真正專業(yè)的翻譯人員，是不這么看的。英漢詞典并不是翻譯英文著作的萬寶書。任何詞典都有其局限性，即使是再詳盡的詞典，它的釋義也不是完備、毫無遺漏的，它只是提供一個最基本釋義，讓使用者去運用;使用不夠，就需要譯者自己去引申、衍化。舉一個例子:Toap-peasetheirthirstitsreadersdrankdeeperthanbefore，untiltheywereseizedwithakindofdelirum．讀者為了滿足自己的渴望，越讀越想讀，直到進入了如癡如醉的狀態(tài)。為了解渴，讀者比以前越飲越深，直到陷入了昏迷的狀態(tài)。
第一種譯法，并沒有按照原著的形式，逐字逐句地進行翻譯，打破了原文的排列形式而進行翻譯，但是抓住了原文的精神實質。而第二種譯法死摳原文，死摳詞典的釋義，反而使人無法明白作者想要說的是什么。
忠實原作還體現在對原文的意譯一定要適度。靈活得出格了，即使是把譯文變得順口流暢，也失去了原著的意蘊。經過譯者在原文的思想內容以外添枝加葉，或者任意改變原文的風格，這就使原本樸實無華的文風，變得辭藻華麗;原文委婉含蓄，硬要翻譯得直截了當;原文風趣幽默，卻被譯者故意翻譯得平淡無味。例如:Hewantedtolearn，toknow，toteach．他想學習，增長知識，也愿意把自己的知識教給別人。
他渴望博學廣聞，喜歡追根溯源，并且好為人師。這一句話雖然不長，但是卻不容易翻譯。如果把它翻譯成“他想學習、知道事情和教學”，無法表達原作者的意思，因此必須順著原文的意思加一些字，但要加得恰如其分。第一種譯法加字非常適當，并未超出原文的內容，外加譯者自己的想象和發(fā)揮。第二種譯法加過了頭。
譯文流暢通順和富有美感的原則
在翻譯英文文學著作的時候，對其中的藝術語言進行處理，必須堅持使譯文流暢通順的原則。這就需要譯者在翻譯時不要拘泥于英文著作的形式，要開放思路，從容自如地造句。一旦照搬原文句子成分、結構、形式而不能轉譯出原文的思想和風格的，都要按照中文文字的要求重新安排，直到其符合翻譯的標準為止。
比如，furiously這個詞，在一般的英漢詞典的釋義是“狂怒地”，譯者在翻譯時不能遇到這個詞就對號入座:“狂怒地”。我們可以將其翻譯為:怒氣沖沖、滿臉怒氣、勃然大怒、大光其火、火冒三丈等，不僅為文字添加色彩，而且沒有失去原文的意愿。以最簡單的yes和no為例，它們在作為副詞使用時，詞典的釋義是“是”“是的”和“不”“不是”。在我們翻譯文章處理這些語言藝術時，碰到yes就翻譯成“是”或者“是的”，遇到no就翻譯成“不”或者“不是”，就會感到非常的別扭，更有甚者引起不必要的誤會。例如，
1．Ihavereadwithmuchsatisfactionthephrasewhichyouquoteconcerningthenumberofstrongholds．Yes，theremustbefewofthem，butgoodones．我讀了你所引用的關于要塞數量的話，十分滿意。你說得對(……是的)，要塞不宜過多，但要精工修建。
2．WhenSmithpointedoutthathehadspreadtherumour，hevehementlyretorted，“No!No!”當史密斯指出他散布了這個謠言時，他激烈地反駁說:“沒有那事!沒有那事!”(……“不!不!”)上兩句，如直接翻譯成“是的”“不!不!”，就失去了原文的味道。此外，對不易理解的語句，要盡量翻譯得通俗易懂，在翻譯句子較長的語句時要進行適當地拆分，以利于翻譯，便于讀者理解。對于有歧義的語言或者定義，一定要添加注釋。這樣使我們翻譯出來的文章更加接近原著，接近讀者。
注意文學作品的時代性
因為每一個時代的作品都有其產生的特殊的社會和文化背景。通過對英語文學的翻譯，可以使讀者與距離遙遠的文化背景下人對話。在翻譯英語文學作品中我們必須注意不同的社會文化背景，它所使用的藝術語言也是有差異的。這一點在王科一翻譯的《傲慢與偏見》中有很好的體現。作者簡•奧斯汀以日常生活為素材，生動地描繪了18世紀末到19世紀初處于保守和封閉狀態(tài)下的英國鄉(xiāng)鎮(zhèn)生活和人情世態(tài)。王科一在翻譯中把握住了原作中的社會文化和時代的背景以及書中主人公在社會中所處的地位，在譯作中構建了相應的認知環(huán)境。為我國讀者勾勒出那個時代貴族之家的狀況，他使用了大量的能夠體現上流階層家庭生活的詞匯，如“恭侍、拜謁、屈尊降貴、賞臉”等。為了刻畫MrCllins這個角色的社會地位和性格特征，王科一在翻譯時很好地把握住當時與現代語言的不同，用準確和恰當的詞匯反映了當時的藝術語言特征，如:他把Dearsir翻譯為“親愛的長者”;他把Mylatehonoredfather翻譯為“先父”;他把promoteandestabishthebless-ingofpeaceinallfamillies，翻譯為“使家家戶戶敦睦親誼，促進友好”。他通過這些語言和詞匯的運用，精準地處理了原作者所處時代特有的語言藝術表達方式，在尊重原著寫作的風格和特點的同時，使譯文變得優(yōu)美、順暢，是我國迄今翻譯英語文學作品中難得的佳作。
關鍵詞：影視廣告；傳統文化；影響
中圖分類號：F713.81 文獻標識碼：A 文章編號：1672-3198(2009)04-0126-01
1 我國傳統文化對影視廣告的影響分析
1.1 傳統文化制約著影視廣告活動，并提供廣告契機
傳統文化已積淀為本民族的精神文化家園的“集體記憶”，通過文化空間的世代相傳，加強族群認同，催生民族意識形態(tài)，促進社會的整合。作為現代社會文化體系中的一個分流，傳統文化不僅見證了一個民族的過去，更是孕育了其未來，影視廣告是一個豐富多彩的文化現象，憑借影視傳播的媒介特性，現代影視廣告以各種各樣的方式反映著社會文化，并在這些文化意識的作用下從事著廣告活動中各個環(huán)節(jié)的運作。由此，傳統文化對影視廣告產生著深遠的影響。
尤其在現代，當受眾能夠很輕易的獲得產品使用價值的滿足時，觸發(fā)他們產生購買動機的是產品的文化內涵，這種內涵可以給顧客一種良好的感覺，這種感覺包括顧客所認同的物質利益和心理利益。通過開發(fā)產品的文化內涵、塑造產品形象乃至產品形象背后的企業(yè)形象，能夠賦予它們之間一種必然的文化層面的聯結，從而避免對于受眾的刺激泛化、增強對其刺激辨別的能力，以更好的打動消費者。
1.2 傳統文化的象征物、儀式腳本及其延伸產品或服務等自身就是廣告商品
傳統文化的象征物、儀式腳本等，經過長久以來的沉淀，已成為群體成員周期性儀式活動中不可或缺的組成部分，而與之相關的商品及服務亦發(fā)展為該社會群體中消費者周期性日常消費的主要內容。因此，剪紙藝術、粽子荷包、祭孔大典等，已不僅僅是傳統文化的象征物或儀式腳本。他們更多的是出現在了廣告中，以周期性的儀式消費產品的形式而被推介給了更多的受眾。眾所周知，消費者的消費需求不僅包括周期性的儀式消費需求，也存在著偶發(fā)性的隨機消費需求。傳統文化隨著社會的進步而不斷發(fā)展，期間既有文化傳承，更有技術創(chuàng)新。發(fā)展到了現代社會，其中很大一部分已延伸為現代工藝、美術，技能、知識，其文化產物、儀式腳本也成了在市場上流通交易的商品或服務。將上述延伸產品及服務作為廣告商品，通過訴諸受眾深受傳統文化制約的潛意識，亦能夠有效地激發(fā)起消費者偶發(fā)性的隨機消費需求。
1.3 傳統文化可以提升廣告產品的歷史感和品味
由于全球化、工業(yè)化趨勢的沖擊，以及旅游、移民、環(huán)境惡化等因素的影響，原本與傳統文化形態(tài)相依存的生活方式、勞動對象、生產資料和生產力水平等發(fā)生了巨變。原有的農耕、漁獵、游牧的文化形式，被標準化、現代化的生活節(jié)奏所取代。文化生態(tài)語境的變遷，使得傳統文化的生存狀態(tài)隨之改變一原有的“文化空間”，被各種原因“碎片化”后，面臨著消失的危機，因而被列入文化遺產名錄或是移入了文化史和博物館中。但是，正是這種危機，帶給了傳統文化得以在廣告中大量使用的轉機?！拔镆韵橘F”，傳統文化的瀕危、被列入各級文化遺產名錄，在文化史和博物館中的珍藏，使得其被貼上了“文化品位”的標簽，更能激發(fā)廣告受眾追求社會外顯性的消費心理和購買欲望。
2 當前在影視廣告中運用傳統文化元素的要點
2.1 傳統文化符號不能隨意亂用
運用傳統文化與受眾拉近距離是一種有效的方法，但絕對不是萬能的，運用恰當能夠起到良好的效果，運用不恰當容易引起受眾的反面情緒。例如龍是廣告中常用的傳統文化符號，在中華文化中，龍有著極高的地位，中國人都是“龍的傳人”。龍在廣告中出現一般能給人親切感，但是在立邦漆“龍”篇中，卻因為龍而惹上了麻煩，它的廣告采用對比的手法，描寫了兩根立柱上兩條龍在用與不用立邦漆的不同命運和效果，一條龍神色黯淡緊附立柱，另一條色彩光鮮落在地上，廣告的本意是宣傳立邦漆的品質和色彩的艷麗，創(chuàng)意本身沒有問題，但卻忽略龍作為一種符號，有象征中國的意味，用兩條龍的命運有一定的隱射性。無獨有偶，豐田汽車的廣告遭遇也是如此，這則廣告表現了一輛霸道汽車停在兩只石獅子之前，一只石獅子抬起右爪做敬禮狀，另一只石獅子向下俯首，背景為高樓大廈，配圖廣告語為“霸道，你不得不尊敬”。廣告刊登出來以后，許多人認為有明顯的辱華意圖，石獅子是中國傳統的吉獸，象征中國，廣告中它們向一輛日本品牌的汽車敬禮、鞠躬，讓人感到非常氣憤，聯想到日本入侵中國和，激發(fā)愛國群眾的憤怒之情。也許，設計者并沒有別有用心，但卻忽略了這些文化符號是民族文化的化身，是不能隨意褻瀆的。
2.2 歷史人物的應用要慎重
歷史人物往往附帶著一定的民族情感，有正面的，有反面的，在應用時要注意其正負面的影響，運用得恰當會增加親切感和自豪感，運用不好則會影響到民族情緒。例如長沙某品牌啤酒利用屈原做廣告，屈原悲憤地站在江邊?？诶镆贿吥钪奥仿湫捱h兮，吾將上下而求索”，一邊擺出要投江的架勢。這時，一位坐在屈原身后打扮灑脫的現代年輕人奉勸屈原說，“人都死了，你還能求索啥?”結果屈原一掃愁容，與這位現代年輕人席地而坐，開懷暢飲該品牌啤酒。雖然這則廣告運用了幽默的表現形式，但卻幽默錯了對象。屈原是偉大的愛國主義詩人，堅持真理、寧死不屈是其人格魅力，是中華民族傳統美德的一種寄托與化身。屈原在廣告中的表現有悖于屈原本身在人們心目中的形象，褻瀆了消費者的情感，人們反響較大，最后是停播了這則廣告。
2.3 民風民俗的運用要恰當
民俗文化是人們在日常生活中形成的習慣。比如春節(jié)守歲、吃餃子、拜年，元宵觀燈、端午吃粽子、中秋賞月等的民間習俗，在漫長的歷史進程中演變成了傳統，被每個人銘記于心。每當節(jié)日來臨時，各商家都會利用傳統來宣傳自己的產品，大打傳統牌。禮尚往來是中國人的習慣，本意是加強親朋好友之間的溝通，可是現在有些廣告作品中卻被刻意夸大。廣告宣傳的作用是巨大的，如果長時間受一種文化的熏陶會使其改變消費觀念。如果將某一種習俗進行夸大，也會產生不良后果，例如腦白金廣告，天天反復訴說去年“收禮只收腦白金”，今年“收禮還收腦白金”，強化了送禮，雖然中國是禮儀之邦，但說多也勢必會為那些不良送禮企圖的行賄者找到合理的借口，影響民風。廣告作為一種文化形態(tài)已經深刻地影響著現代人的生活，影視廣告?zhèn)鞑撔麄骰虺珜б恍┓e極的生活觀念和方式，民風民俗的廣告一定要注意引導消費者往積極的生活方式上發(fā)展。有一則中國建設銀行的廣告創(chuàng)意較好地運用了傳統文化中的中國元素：“善建者行善者建行”。
①廣告訴求不走傳統老路：首先“行”和“行”進行了多音字的巧妙運用，而主要是結合建行的品牌內涵將建設銀行的形象昭之于眾，既有中式文化的意韻，又有令人回味的遐想，能讓人產生較深的印象，并有效識別了建設銀行與其它銀行的差異。
②廣告主題明確生動：整個廣告的主題畫面均以建設場面為主，以建設工地的硬畫面突出建設藍圖的軟畫面，能從一定程度上傳達建設銀行的服務宗旨。
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.( 許金杞. 意美、音美、形美——英文商標的漢譯[J], 外語與外語教學，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 新意達集團“Newit” (New + Wit), 東方星鐘表“Eastar”（Eeast + star）, 膚美靈化妝品“Skinice”（skin + nice）, 金霸王電池“Durable cell” (Durable + Cell), 尤妮佳“Unicharm”（union + charm）, 德生電 “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:大寶（DABAO）、六神（LIUSHEN）、華為（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”（春蘭空調）and “Chang Hong”（長虹空調）. 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, “金龍” 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, “龍” 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 “龍” 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”（紅牛飲料），“Microsoft”（微軟），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: 上海外語教育出版社, 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 “太陽神口服液” 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 “鳳凰”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 “喜鵲”，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 "發(fā)", 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-福氣”. 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 “啃蠟蝌蚪”. 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” (玉蘭油), 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 “朋馳” 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、筆墨表現方式所具有的抽象性
線條、筆墨是中國畫的主要表現語言,董其昌云:“以境之奇怪論,則畫不如山水,以筆墨之精巧論,則山水決不如畫。”③注重筆墨,追求筆墨的精妙在傳統中國文人畫中居于首要地位,在這里筆和墨已具備了獨立的審美意義,具有一定的抽象性。wWW.133229.cOM以“筆”而論,正所謂:“石如飛白木如籀,寫竹還應八法通,若也有人能會此,須知書畫本同來?！睍嬐词沟脮ǖ挠霉P和線條引注于繪畫,通過流動有律的線條來表達生命的節(jié)奏,表現物象的“骨”和“神”,從而使畫面物象的構成和用筆更加豐富多彩,使繪畫的線條更富于力度、美感和文化的素養(yǎng)。作為書法的用筆、線條本身是一種非文字的、非辨識的形式知覺,是對線條及其相關形式表現的審美感知。它不是具體的再現某一事物,而是在一切具體事物之上進行高屋建瓴的概括、抽象的結果。造型心理學講,大自然并不存在線條,它反映的是人類對世界的抽象意識,中國畫以線條作為造型最主要的手段并賦予線條一種內在的生命力和個性特征,這就使中國畫的線條更具有一種獨立于象外的審美價值和情趣,它是經過漫長的歷史和文化積淀形成的被人們的審美意識所肯定的獨特的表現形式,是具有一定穩(wěn)固性的表現形態(tài),是作者審美情感、精神修養(yǎng)、人性品格的抽象表現,這種表現深刻、概括并且具有廣闊的涵蓋力,是一種抽象性的表現形式。
再來看中國畫的表現語言“墨”。王維《畫學秘訣》中說:“夫畫道之中,水墨為上,肇自然之性,成造化之功?！雹軓垙┻h《歷代名畫記》中“草木敷榮,不待丹綠之采,云雪飄揚,不待鉛粉而白……是故運墨而五色具,謂之得意?！雹葜袊鴤鹘y水墨畫略去光線,獨鐘水墨,利用墨色的濃淡干濕形成的韻味來表現五彩繽紛的大千世界。從“墨”本身來看,作為凈化升華的色彩,它是具備了無限可能的抽象色,是創(chuàng)作主體賦予外物的假定,它根源于藝術家在視覺表象上對色彩的非知覺的處理,以這一種墨色表現宇宙萬象,這種反映不是真實再現的忠實反映,是一種主觀化的反映,是在掙脫現實世界自然萬物光彩奪目的色彩,而得到的對現實世界“質”的主觀反映,這里的“質”就是前邊所引的“自然之性”,很顯然這種“墨”的表現方式是具有一定抽象性的。如追溯其文化的淵源,應該與孔子“繪事后素”在繪畫上以靜素淡泊為高雅以及儒學理性主義的文化態(tài)度有聯系,再就是以道家“五色令人目盲”和復歸自然的人生價值觀為基礎,它們共同奠定了傳統水墨畫抽象色的表現風貌。
筆與墨的骨肉融合作為中國畫的主要表現語言,體現了中國畫特有的形式美感,是中國畫藝術中不可或缺的內容,有相當豐富的內涵?！澳疄R筆也以靈,筆之運墨也以神,墨非蒙養(yǎng)不靈,筆非生活不神,能受蒙養(yǎng)之靈而不解生活之神,是有墨無筆也,能受生活之神而不變蒙養(yǎng)之靈,是有筆無墨也”。⑥在這里筆、墨、蒙養(yǎng)和生活被巧妙的融合升華,這種精神與筆墨的結合運用因人的技巧、力量、線條、筆觸等純形式因素的存在,給人以遠非自然形式所能給予的東西,借助于各式抽象的點、線、渲、皴、擦,攝取萬物的骨象來表現作者的審美情感和人文氣質,這種點線交流律動的筆墨表現形式是一種有“意味”的形式,它是中國畫的主要抽象形態(tài)。
二、寫意性表現方式所具有的抽象性
寫意性是中國藝術觀的一大特點,從《易經》開始“意”即被看作萬物內部的本質,圣人“立象以盡意”、“得意而忘象”,其次“意”又指人們主觀的心意,明代王履聲稱“畫雖狀形主乎意”。⑦萬物內部的“本質”則是在自然界萬千事物具體形象(包括不同類屬的具體形象)的基礎之上抽離概括升華出的事物的本質規(guī)律。人們的主觀“心意”則是人們對自然界萬物本質的主觀反映。無論是萬物內部的“本質”,還是人們主觀的“心意”都不是對自然動植物的模擬再現,而是在自然萬象基礎上進行的分離和概括,其中有一定主觀化情緒化方面的成分。中國畫的這種寫意性的表現方式中蘊含著一定的抽象性因素。以下分述之:
(1)重“神似”的審美的表現方式
“傳神寫照”乃是中國傳統繪畫寫意精神的核心,中國傳統文人畫重在追求“神似”,而對“形似”的要求又不太苛刻(和西方古典繪畫相比),即不過分執(zhí)著于事物的外在自然屬性如比例、結構、透視。重“神似”的寫意不是簡單地描繪含混不清的圖像和意念,而是作者對民族個性、社會現實、時代精神以及自然規(guī)律深刻體察的總和,畫家或借物喻人或寄情予物,情景交融,使人與自然成為一個整體達到“物我兩忘”的境地,這是一種意識與精神的升華。不過分求“形似”通過“寫意”以“參贊造化”,正如齊白石所說“妙在似與不似之間,不似則欺世,太似則媚俗”。注重追求“氣韻生動”的境界,這種通過寫“神”來表現生命風采的寫意方法,不是一種照鏡子的寫實方法,而是一種在客觀自然基礎之上的主觀表現方法,是和心靈對應的抽離,是“師造化”和“師心”的結合,其中含有一定的抽象成分。
(2)擺脫自然時空限制的表現方式
通過擺脫自然時空的限制來追求藝術表現和概括的自由,強調宏觀地把握世界,用歷史的全局的眼光來觀察世界是中國畫空間表現方式的一個特點?！耙源笥^小”,移步換景的觀察方法,作者的眼睛不是從固定角度集中于一個透視焦點,而是流動著飄瞥上下四方,一目千里,抓住自然的內部節(jié)奏,把全部景界組成氣韻生動的藝術畫面,一幅畫中可以畫不同季節(jié)、不同時代的幾種事物,或不同地區(qū)的不同事物,充分發(fā)揮畫家的主觀性和藝術自由性,所謂“天地造物,隨其剪裁,陰陽大化,任其分合”,仿佛是胸中造化吐露于筆端。畫面上空白的特殊處理是突破空間的另一種方式,空白處可以是天、地、水、云煙,也可以什么都不是,“位置相戾,有畫處多屬贅疣,虛實相生,無畫處皆成妙境”,⑧這不僅喚起對各種實體的聯想,而且造成“咫尺有千里勢”之感。再看中國的“三遠”之法,“自山下而仰山巔,謂之高遠;自山前而窺山后,謂之深遠;自近山而望遠山,謂之平遠”,⑨對于同一片景物“仰山巔,窺山后,望遠山”,用流動轉折的視線,俯視往還,處處流連,這種擺脫自然時空的限制,畫家從高處把握全局按照需要自由組織空間的表現方法,不是對自然真實空間的再現,而是對無限世界的相對集中和概括,其精神的著重點在全幅的節(jié)奏和生命,它與抽象的筆墨語言的結合形成一種永恒的“有意味”的表現方式,這種表現方式是對外在具體形象與時空的“隔離”和“抽離”,它具有一定的抽象性。
三、程式化表現方式所具有的抽象性
以“程式”為主的高度意匠是中國畫表現方式的又一特點。“程式”顧名思義,即一定的模式,是前人經過漫長的積累、提煉、歸納、概括出來的集大成的范本,是一門藝術的基本構成要素所表現出的有規(guī)律有固定模式的表達方式,是藝術家進行創(chuàng)作時組織、加工素材,表達自己的主觀感受要依據的基本方法和語言。從彩陶、三代銅器物上的幾何線型到楚漢帛畫、漆畫上的自由線型,再到傳統繪畫中的各種線描、勾皴法、點法等。至此以線條作為形式框架的中國傳統繪畫的表現語言已經被引申發(fā)展為各種具有抽象意味的程式化的表現方式,如后來的游絲、鐵線、釘頭鼠尾等十八描,折帶皴、斧劈皴、小混點、梅花點……等等各種皴法和點法,這是由裝飾紋樣變?yōu)楸砬榉柕臍v程,是人對美的感受變得愈益豐富,表現更加隨意的歷程。在原始自然的基礎之上經過積淀建立的新的感性使藝術由再現變?yōu)楸憩F,由具體形象變?yōu)槌橄蟮男问?這不是一朝一夕形成的,這是人們根據長期觀察自然的經驗和對生活的提煉與積淀,結合民族的審美習慣和文化傳統形成的相對穩(wěn)定的藝術表現形式的過程,是“程式化”的過程,是在“自然的人化”過程中形成的相對固定形式的“人化的自然”,這個過程中蘊含著一個抽象化過程的存在。
對中國畫家來說,文人畫所表達的并不單純是客觀世界,其借助筆墨程式所表達的是中國文人的思維方式和價值取向,它除了依靠筆墨語言的變化外,要依托的就是這種語言程式了。譬如:人物畫中衣紋線描中的“蘭葉描”、“鐵線描”、“釘頭鼠尾描”等,它們的區(qū)別不僅僅是哪種描法表現了哪種衣服的質感,而在于這些程式化的描法都含有一種“抽象美”性質的“程式”性結構。就像中國戲曲中“程式化”的身段動作,同現實日常生活中的動作有極大的距離,但其中的唱、念、做、打單獨欣賞時就是非常美的藝術。中國畫歷經宋元明清乃至今日,它的程式傳承都未改變,仍為畫家創(chuàng)作的法度,由此看來中國畫同中國戲曲一樣是有著特殊表現方式的藝術。大凡要離開生活的自然形態(tài)遠一點,即加工美化較多,形式感較強的藝術,都會有某種程式。中國戲曲和中國畫的造型和表現形式都證實了這一點,它的這種程式化存在的美學性質即在于其中的抽象性因素。
總之,在中國畫的表現方式中有一定的抽象性因素存在。從橫向來說,它是對現實生活中各種具體事物的形態(tài)、動態(tài)、情趣、意象等的抽離和升華;從縱向來說,它是在漫長的人類藝術實踐中由內容到形式的積淀過程。這種抽象因素對各種表現形式具有廣闊的涵蓋力、溶解性、包容性,其目的在于追求具體物象以外的某種情趣、意象。它與中國畫本身具有的隨意性、個性化等特點以及現代的思維模式如:開放、互通、交流、包容等具有一致性,這就決定了中國畫在當代文化的整體格局中,在保證民族性的前提下同其他藝術交流的可能性,從而證明中國畫在新時期的文化踐履中必將有勃興的契機。
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