一种社会现象的存在必然有其社会学上的根源。对于近年来美术界“商标化”现象的盛行,每一个人都有对其认同、担忧或者抨击的自由,而笔者感兴趣的则是造成这种现象的背后驱动力。对于能够别出心裁独创图式的艺术家,笔者向来十二分的敬佩,而对于能够“搞出”独创的图式,又能够借助展览、出版、研讨会、媒体宣传甚至拍卖会等等来对这 The existence of a social phenomenon necessarily has its roots in sociology. As for the prevalence of the phenomenon of “trademarkization” in the fine arts world in recent years, everyone has the freedom to approve, worry or criticize. The author is interested in the driving force behind this phenomenon. I have always admired the artists who can make up their own creative style, and I can admire this with the help of exhibitions, publications, seminars, media campaigns and even auctions, etc.