论巴蜀文化名人文化品牌的风险——关于国画大师张大千文化品牌风险的探讨

作为世界知名人士，张大干携带的形象价值、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，是张大干文化品牌最终确立的基础。

On the Risk of Using Celebrities as Cultural Brand in Sichuan: A Probe into the Risk of Using ZHANG Da-qian as a Cultural Brand

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 furth...