文化“立邦”:从一则漆广告论起

“Cultural Nippon”: Discussion based on a Paint Advertising

中国漆艺文化灿烂辉煌,西方国家称日本为"漆国",这是一种文化误解。《龙篇》立邦漆广告至少昭示两个问题:一是立邦漆已占领中国漆文化的市场份额;二是作为文化大国的中国漆身份陷入困境与危机。"文化立国"是日本对待传统文化的国家立场,而中国将漆艺纳入"非遗"是在特定时代背景下的文化反思性决策。立邦漆广告的问题出场,它不仅关涉漆文化本身的问题,还昭示出国家文化身份认同与民族文化归属的问题。"文化立邦"应是我们必须坚持发展的硬道理。

Chinese lacquer culture is glorious and resplendent. It is a kind of cultural misunderstanding calling Japan as paint country by western countries. Dragon Nippon paint advertising at least indicates two problems: firstly Nippon paint occupies the Chinese market share of culture; secondly as a culture in China paint identity is in hot water and crisis. Regarding culture as the basis to found country is the Japanese national stance towards traditional culture. In China the affirmation of lacquer art as the Intangible Cultural Heritage is a reflective cultural decision under the specific historical background. On reflection of Nippon advertising,it not only involves the lacquer culture itself,but also reveals the national cultural identity and ethnic cultural ascription problem. Regarding culture as the basis to found country is what we must uphold.