用户名: 密码: 验证码:    注册 | 忘记密码?
您的位置:主页 > 英语能力 > 翻译 > 笔译 > 练习材料 > 旅游 >


2014-12-02    来源:中国日报    【      美国外教 在线口语培训


这是一个拼创意的时代。为了让更多人了解其丰富的文化遗产,北京故宫也是蛮拼的,不仅为自己设计了吉祥物,还开起了网店,走上卖萌路线,文化创意产品层出不穷,连故宫掌门人单霁翔也说“脑洞大开”。 今天,就让我们来盘点一下故宫的创意和“脑洞”。

文创产品:Creative Cultural Products

The Palace Museum has been making efforts to change its solemn and dull image. One of its initiatives is new souvenirs that are fun and cute, and marry historical minutiae with modern sensibilities and technologies. The creative cultural products, which are sold through the museum's Taobao store, have become a big hit with netizens. To name just a few:

Beaded earbuds

The much-talked about beaded earphones, priced at RMB120, mimic the beads worn by officials attending the royal court during the Qing Dynasty (1644-1911). A netizen said wearing it while working gives the illusion that you yourself are an emperor reviewing files submitted by subordinates.

Official's hat parasol

The sun umbrella resembles the headgear worn by Qing ministers serving the imperial court. When unfolded, it hovers above one's head like an official's hat to hilarious effect.

Fan inscribed with the words of Emperor Yongzheng

The seven characters inscribed on the fan are taken from a letter that Emperor Yongzheng wrote to a subordinate, Tian Wenjing. Written in plain language - a departure from the high affectation expected of emperors - the characters read: "That's the kind of guy I am." The fan has been praised for being both imperial and imperious.

"In the past, the cultural products of the Forbidden City were basically replicas of cultural relics, which were unappealing to the younger generation", said Shan Jixiang, director of the Palace Museum. In order to reach new customers, the museum monitored the trends on new media and recruited new talent in this field. The idea is to communicate with people, to connect innovative minds and cultural heritage with people's practical needs and tastes, and to persuade visitors to "take the Palace Museum home", according to Shan.

The museum is also trying to stand out from tourist attractions, where visitors often find the same souvenirs all over the country. "We want the souvenirs to have a direct link to the Palace Museum. No matter how small a piece is, it should be well made and meaningful," said Shan. The beaded earphones, for example, not only help people appreciate the crossover of historical culture and modern technology, but they also allow them to observe details such as how many beads there were in a necklace accessorizing court dress during the Qing Dynasty.

The Palace Museum opened its online store on Taobao in 2008. To date, the palace offers over 6,700 types of souvenirs. According to Shan, income last year from such innovative products exceeded RMB600m. Shan predicted the income this year will surpass RMB900m. The museum will launch an online shopping mall on Jan 1.

穿越:Time Traveling

Tourists are taking pictures in front of Yanxi Hall. Beside them, Puyi, the last emperor of the Qing Dynasty, is playing with his pocket watch. A tourist is making phone calls inside the Xishang Pavilion in the imperial garden, while a few steps away, Empress Wanrong is leaning against the railing along the stone steps, smiling...

These images are from a set of pictures showing old photos of the Forbidden City blended with current scenes that has gone viral online, drawing numerous comments. The photos, published by the Forbidden City magazine run by the Palace Museum, have been lauded for their ingenuity.

The photos were the brainchild of the Forbidden City magazine staff, who wanted to let readers "travel through time" and feel the dramatic changes that have taken place over the years, so that they may savor the cultural connotations of history in a more meaningful way.

The old images, taken between 1922 and 1924, were selected from a collection of over 40,000 photos that capture the life of Puyi's family in the palace. With the help of experts, who pinpointed the exact time and place of the pictures, magazine staff were able to make the project go smoothly. They adopted a popular technique of combining old pictures with current scenes, using the sharp contrast to convey the intensity of history.

新媒体:New Media

In October, the Palace Museum developed an app, "One Day in the Life of the Emperor", which allows children to experience life as a Qing Dynasty ruler. It mixes interactive games and general knowledge of the museum in an eye-catching way. Using the first-person perspective of a child emperor in the Qing Dynasty, it follows a day in his life in the Palace. More than 200 missions are designed on the app.

This is not the museum's first attempt at new media, it also released an iPad app, "Twelve Beauties of Prince Yong", in 2013 to explain several traditional Chinese paintings with ornate interfaces and interactive games. "Auspicious Symbols in the Forbidden City", its second app, was released in June. It explains the cultural connotations of the royal collections with a simple but elegant interface.

Many of the world's top museums have developed their own smartphone apps in recent years to better guide visitors and present their exhibits. But most merely introduce information, the staff of the Palace Museum information center said, and they wished to make full use of new media to explore a more dynamic and interactive method to spread Chinese culture. The apps have earned wide acclaim since their debut. The museum now plans to open 3 digital museums and release 3 apps in 2015.

动图:Flash Animation

In August, the Palace Museum published a well-received post entitled "Yongzheng: I Feel So Cute about Myself" on WeChat. Based on the "Paintings of Amusement of Emperor Yongzheng", the collection of nine flash animations shows the emperor engaged in activities such as playing an instrument under a pine tree, fighting a tiger or fishing in a river.

The animations not only "revive" the ancient emperor, they also breathe some fresh life into him. In one of the animations, for example, Yongzheng sits on a riverbank washing his feet addressed in the daily outfit of ordinary people. From time to time, he raises one foot to scratch the calf of his other leg and the caption reads, "My feet itch."

"My feet itch."

"My calligrapy is perfect. Have you all bought my manuscripts?"
"Sometimes I just want to be a handsome man and be alone."

Simple replicas of cultural relics, despite their embodiment of history, lack the vitality to appeal to people today, especially younger generations, according to the Palace Museum. The staff thus used digital techniques to activate the static figure in the vintage paintings. And they added a touch of humor using funny captions to make the animations even more appealing to young people. The animated versions of Yongzheng paintings have drawn more than 800,000 clicks since they were launched online.


手机上普特 m.putclub.com 手机上普特
发表评论 查看所有评论
用户名: 密码: 验证码:
  • 推荐文章
  • 资料下载
  • 讲座录音