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1我喜欢看书籍上的出版社或丛书的图标,如果这个出版社或这种丛书有其丰厚的精神底蕴,有其闻名遐迩的文化名声,那末,一看那图标,就特别有一种神朗气清之感,如果自己的某一本书也曾印了此一图标,那末它就更使人有一种愉快的美感,甚至暖洋洋、美滋滋的温馨感了。有了这种“审美心理”,往后一见有此种图标的书籍,就会先入为主地、条件反射似地一把认定:“此书可读也”。这种往返的精神心理活动,可谓文化领域里的“名牌效应”,它似乎是读书人,爱书人所专有的癖好,就像穿名牌西装是大款们所专有的习性一样。国内出版的图书上使人有神朗气清之感的图标,实在太少,一是因为大部分出版社压根就没有名牌图标意识,从未想到要在自己的精神文化产品上打上自己图标的印记,二是因为即使有了这种意识,却远远没有“闯出自己的牌子”,用
1 I like to read the books on the press or series of icons, if this press or this series has its rich spiritual heritage, has its famed cultural reputation, then a look at the icon, there is a special kind of man A sense of indignity, if some of their own books have also printed this icon, then it is even more to make people have a pleasant beauty, and even warm, soothing feeling of warmth. With this kind of “aesthetic psychology”, in the future, when a book with such an icon is seen, it will be preconceived and conditioned: “This book is readable as well.” This round-trip psycho-mental activity is a “brand name effect” in the field of culture. It seems to be a proprietary hobby of scholar and lover of books, just as wearing designer suits is the exclusive habit of big-earners. There are too few icons in domestic publishing books to make people have a feeling of indifference. First, most publishers do not have the awareness of brand-name icons and never think of putting their own icons on their spiritual and cultural products Imprint, the second is because even with this awareness, but far from “break their own brand,” with