论英美新批评理论中文本的突显

在西方传统诗学中,文本只是作为艺术的载体而具有工具性意义,其自身的本性是隐而不现的。英美新批评理论以文本的研究为中心,对传统文艺批评形态起到了颠覆性作用。文本的突显并不是文艺批评理论发展进程中的偶然现象。该文试图从西方美学发展的时代性及其特定的时代主题出发,探讨文艺批评理论中文本突显的必然性,以此来理解英美新批评理论的现代意义。     

“艾青体”诗歌及其诗史建构

艾青的诗充满了对于民族与时代的耶稣般的殉道和忧伤。这份苦难和忧伤于艾青来说是个人之伤民族之痛的融合,是一份民族之爱、人类之爱,是谓之大爱,它构成了艾青诗歌的基本色彩。童年的遭际、游子的苦涩、民族的苦难与象征主义的朦胧、隐晦、忧郁天然契合,并化为一种美学特质渗入他的诗行,从而酿就了独具风格的“艾青体”诗歌。并且,从艾青的漫长的创作过程及其作品,我们看到了一个时代的变迁,因而“史”的性质是明显的:历史发展的曲线与诗人创作的曲线达到了完美的契合。诗人就这样以自己的历经半个多世纪的诗歌创作及其独特的艺术风格真实记载了20世纪的中国,并由此完成了一部诗史的建构。     

危机之下人之心态——解读海明威《一个干净明亮的地方》

海明成是20世纪美国著名的小说家，其短篇小说《一个干净明亮的地方》是一部典型的虚无主义小说。文章以独特的视角描写了身处危机之下不同人的不同心态。     

论陌生化的文学解读

文学艺术作为对现实生活的反映，它不仅能积极地表现出生活的特性，也能够运用一些技法让读者去发觉艺术与生活之间的不同质，更好地显示出其功用。陌生化就是其中的一种。通过对韦勒克、沃伦的《文学理论》中“文学要有新鲜感”及相关内容的分析，以俄国形式主义文学批评所提出的“陌生化”概念为核心，进而探讨并得出这一批评流派与“先锋派”文学、象征主义文学等在思想观念上的同质与共性，即都重视文艺能够使人觉察现实世界的功能并强调陌生化在文艺中的运用。     

多重视野颤变中的《断章》

卞之琳是中国现代诗歌史上智性诗歌写作的代表诗人,他吸收了西方象征主义诗歌理论,并将之与中国古典诗美相结合,创造了独具特色的诗美风格。《断章》是他的代表诗作,因其丰富的诗美含量而引发了对之众多版     

从文艺思潮到艺术方法——象征主义与中国现代文学

五四新文学全面开放的姿态为我们迎来了象征主义等西方文艺思潮,时至今日余威犹存。着眼于二者的复杂勾连,理清象征主义的概念,无疑有利于分析中国现代文学家对其偏爱的多方考虑。象征主义不遗余力的译介传播,促成了随后在文学批评、各个文体的创作及理论层面上中西诗学的融通。     

Creating Global Brand Names: The Use of Sound Symbolism

ABSTRACT

Creating meaningful brand names for international markets can be particularly challenging because translation may distort intended meaning. To mitigate this issue, marketers can imbue meaning into a brand name with sound symbolism, which refers to the direct linkage between sound and meaning. The aim of this article is to examine whether sound symbolism effects are maintained after translating a brand name from English to Hindi. Results of an empirical study with Hindi-speaking subjects indicate that the sound–meaning relationship can persist after translation. A primary contribution is that sound symbolism can help create global brand names with consistent meaning across languages.     

Sound-symbolic signaling of online retailer sizes: The moderating effect of shopping goals

Sound symbolism – the ability of certain phonemes to evoke automatic, implicit associations or meanings – has been documented for a variety of consonants and vowels. However, to date, the literature has not documented shopping-related moderators of sound symbolism, and the role of sound symbolism in online retailing remains understudied. Thus, the present investigation extends the sound symbolism literature into the online retailing domain by investigating size-sound symbolism of online retailers' names and introduces a consumer's given shopping goal (searching versus browsing) as a key moderator of size-sound symbolic effects. The findings of four studies indicate that for names of online retailers, back vowels and voiced consonants lead to greater size perceptions of those retailers than front vowels and voiceless consonants. Further, the findings reveal that, compared to browsers, searchers utilize size-sound symbolism as a filtering heuristic, but the effect does not hold for browsers. Additionally, the findings show that size-sound symbolic effects can influence downstream consumer responses by linking size perceptions as a mediator to patronage intentions. Several implications for theory and practice emerge from the findings.     

Creating Meaningful Brands: The Relationship Between Brand Name and Brand Mark

Marketing theorists espouse that the long-term success of a brand is contingent upon the proper selection and operationalization of brand meaning prior to market entry. Nevertheless, prior research has not addressed how to design multiple branding elements that together can convey consistent brand meaning. Results of the first study support a relationship between structural characteristics of the brand name (e.g., front vs. back vowels) and the brand mark's size, shape, and color. The second study found that brands with marks that are consistent in design with the brand name better communicate intended brand meaning. An important implication is that a properly operationalized brand may require fewer marketing expenditures to create brand image.     

叶芝的传统和嬗变

叶芝作为后期象征主义的代表,其作品的现代性却颇具争议。分析叶芝作品的浪漫主义抒情传统,并结合其象征主义的发展和面具理论的应用,可以看到叶芝不断追求自我创新的现代性。