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改革开放日新月异,我国商品出口状况渐趋繁荣,因而涉外广告的编制亦日益发展。然而,纵观各种商品的外文标识及说明文字,又不能不无遗憾地发现:某些商品广告(包括产品说明书)中充斥的非西不中的“洋”文实在令人难以恭维,它们不但阻碍了信息的沟通,不能很好地促进国际贸易的进行,反而损害了中国作为一个文化大国的庄严形象。本文仅择某中成药的俄译说明书为例,评述这一规格文字的汉外翻译同题,进而企望能对涉外广告编制的改善有所裨益。
With the rapid development of the reform and opening up, China’s export of commodities has been booming. As a result, the preparation of foreign-related advertisements has also been growing. However, looking at the foreign language labels and descriptive texts of various commodities, we can not but regretfully discover that the non-Western “Westernization” of the texts of certain product advertisements (including product manuals) is hardly complimentable They not only impeded the communication of information but did not promote the international trade well. On the contrary, they undermined China’s solemn image as a cultural power. This article only chooses a Russian translation manual of proprietary Chinese medicines as an example to comment on the same title translation of the Chinese and foreign translators, and then hopes to be able to improve the preparation of foreign-related advertising.