论坎普:艳俗的反讽性再生  

On Camp:the Regeneration of Gaudy Irony

作　　者：赵毅衡[1,2] ZHAO Yiheng(School of Literature and Journalism,Sichuan University,Chengdu,Sichuan 610064,China;Institute of Semiotics and Media Studies,Sichuan University,Chengdu,Sichuan 610064,China)

机构地区：[1]四川大学文学与新闻学院,四川成都610064 [2]四川大学符号学—传媒学研究所,四川成都610064

出　　处：《江西师范大学学报（哲学社会科学版）》2020年第5期52-58,共7页Journal of Jiangxi Normal University(Philosophy and Social Sciences Edition)

基　　金：国家社科基金项目“当今中国艺术产业的符号美学研究”(编号:19XZW004)。

摘　　要：坎普是一种特殊的风格,在各种艺术体裁中,尤其在广告中,近年来使用越来越多。对坎普的研究却越来越少。坎普经常被混同于常见的搞笑、幽默、讽刺。坎普实际上是一种非常特殊的符号修辞方式,它是一种有意的过分艳俗,到如此一种程度,以至它不能再被当作艳俗,反而成为推翻艳俗的手法。因此它是一种非常细腻的反讽,一种口是心非的艳俗,用过分艳俗来推翻艳俗。这种手法要达到目的,分寸就必须拿捏的很准,对文化语境也要考虑周到,不然接收者会误会。但是一旦用得恰到好处,效果可以非常出色。Camp is a special style that has been used more and more in various artistic genres in recent years,especially in advertising.Less and less research has been done on Camp.Camp is often confused with the usual funny,humorous and ironic.Camp is actually a very special kind of symbolic rhetoric,which is a kind of intentional overvulgarity,to such a degree that it can no longer be regarded as vulgarity,but becomes a technique to overthrow vulgarity.Therefore,it is a very delicate irony,a kind of duplicity and vulgarity,which overthrows vulgarity with excessive vulgarity.In order to achieve the goal,this kind of technique must be very accurate and considerate to the cultural context,or the recipient will misunderstand it.But when used properly,it can be very effective.

关 键 词：坎普 风格 反讽 艳俗 

分 类 号：J01[艺术—艺术理论]