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当今全球化和平发展年代,文化之战是国与国之间的主要竞争形式之一。我国明清时期以来,绘画一直是世界文化传播的重要组成部分。本文从明清传教士“西画东来”的途径和中国社会各阶层对其的反应分析了“西画东来”的历史并揭示了其中的规律。提出对于当前中国绘画“东画西渐”品牌策略的步骤应该包括:应对初认知挑战、避免风尚化发展、及时补充品牌势能和维护品类等。这些研究结果对于中国绘画的品牌打造和中国传统文化的世界传播都有一定的借鉴意义。
In the era of the peaceful development of globalization, the war of cultures is one of the major forms of competition among nations. Since the Ming and Qing Dynasties in our country, painting has always been an important part of the cultural transmission in the world. This paper analyzes the history of the Western Painting of the East and reveals its laws from the way of missionaries in the Ming and Qing Dynasties and the reaction of various social strata in China. The steps proposed for the current Chinese painting “East Painting Westward ” brand strategy should include: to meet the early cognitive challenges, to avoid the development of fashion, and timely replenishment of brand potential and maintenance category. These findings have some reference to the brand building of Chinese painting and the world transmission of Chinese traditional culture.