2014.08.29【英译中】艺术背后的权利和宣传 (二)Power and Propaganda (2)

翼lieen (猫猫熊) 译坛新宠
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发表于:2014-08-29 15:27 [只看楼主] [划词开启]

Patronage plays a major part not only in financing but also in determining the content of commissioned artworks. Governments like to project positive self-concepts, presenting a proud image to both citizens and visitors. Such a monument to civic pride is the Jefferson National Expansion Memorial, magnificently engineered by architect Eero Saarinen. It was part of a federal project originally funded under the then president, Franklin D. Roosevelt, to glorify the territorial expansion of the United States. The great arch presents a visible symbol of St Louis as The Gateway to the West. From nearby, its girth becomes apparent: its triangular form is 54 feet (16.2m) along each side at its bases, and carries stairways and elevators connecting with an observation room at the top. This soaring structure can be seen not only from the city but also from miles around.

除提供资金外,赞助者在确定艺术品主题方面也起着很重要的作用。政府倾向于向外投射积极的自我概念,向市民及游客展现其引以为豪的形象。体现公民自豪感的杰弗逊国土扩张纪念区就是这样的案例。它由埃罗沙里宁设计,结构精妙,是联邦政府项目的一部分,建造资金由时任总统富兰克林罗斯福批署,建筑旨在展现美国国土扩张的荣耀。巨大的拱门通过视觉符号象征着圣路易斯市是“通往西部之门”。从近处看时,拱门基座的尺寸才如实显现,基座底端呈三角形,边长有54英尺(16.2米)。拱门内部设有楼梯和电梯通向位于顶部的观光室。不仅在圣路易斯市,即便在数英里以外人们都能看到这座高高耸立的建筑。

The same artistic skills that can express civic pride can also be used coercively. The advertising executives who commission graphic designers are skillful at tapping into consumers pride to convince them to buy products. Advertisements for expensive cars often speak to peoples aspiration to wealth and good taste; ads for clothing often manipulate peoples desire to exert sex appeal.

类似这种表达公民自豪感的艺术技巧也可以被强制性地运用。授意图像设计师工作的广告总监都非常擅长利用客户的虚荣心理劝说他们购买商品。豪华汽车的广告往往针对人们对财富和品位的向往,服装广告则着手于人们想要展现吸引力的欲望。




最后编辑于:2014-10-29 20:52
分类: 英语

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