摘要
作为世界知名人士,张大千携带的形象价值、社会价值、经济价值和文化象征意义,使其作为文化品牌具有得天独厚的优势。然而,树大招风的潜在危险,社会迅速变迁隐藏的风险,文化名人的象征意义与经济效益目标契合度的不足,"卖文化"观念的负面影响,"上热下冷"认同度的反差等等,都可能造成文化名人在作为文化品牌塑造过程中出现形神俱毁的后果,并进而导致文化名人品牌失效的连锁效应,以致最终消解文化名人在构建巴蜀和谐文化中的积极作用。有效地预防这些风险,是张大千文化品牌最终确立的基础。
The image, social and economic value and cultural symbolic significance make Zhang Da-qian as a cultllral brand get its full advantage However, many factors will lead to the failure of such a brand, such as the potential risk that the protruding rafter will become corrupt first, the social fickle changes, lack of correspondence between celebrities＇ symbolic significance and economic benefit, the negative influence of ＂selling culture＂, contrast of agreement between interest and indifference, ant etc. This can further arouse the chain reaction of failure of cultural brand of celebrities and then destroy the positive effect of these people in the construction of harmonious culture. The effective avoidance of such risks is the fundamental way to the establishment of ZHANG Da-qian as a cultural brand.
出处
《内江师范学院学报》
2009年第9期28-30,共3页
Journal of Neijiang Normal University
关键词
巴蜀
文化名人
文化品牌
风险
和谐文化
Ba and Shu
cultural celebrities cultural brand
risk
harmonious culture
