E-C Translation Of Trade Names Of Imported Drugs From Perspectives Of Multi-Dimensional Adaptation And Adaptive Selection

As Chinese pharmaceutical market continues to open up,plenty of imported drugs have flooded into the domestic market.A reasonable and compliant Chinese trade name with good sound and meaning appears to be helpful for the publicity and sale of imported drugs.Guided by multi-dimensional adaptation and adaptive selection,this study probed into the E-C translation of trade names of imported drugs from different dimensions,and explored the translation principles that should be followed.The author hopes that this study can promote standardization of trade names of imported drugs and provide some reference for improving safety and rational medication for patients.This study collected cases from Database for Trade Names of Imported Drugs of National Medical Products Administration(NMPA)by following the basic principles of authority,availability and timeliness,and randomly selected 500 imported drugs as study samples.The collected cases were divided into four categories: linguistic dimension,cultural dimension,communicative dimension,and multi-dimensional integration.On the basis of dimension analysis,the study results finds that the translation of trade names of imported drugs include three types,namely zero appeal translation,emotional appeal translation,and rational appeal translation;the translation methods applied include transliteration,free translation,combination of transliteration and free translation,homo-phonic translation,and combination of literal translation and free translation.Therefore,to adapt to the translational eco-environment of target language,the following principles should be obeyed,including compliance with laws in target language country,being objective and scientific,conforming to target language culture,being concise and intelligible,and creating associations(including phonetic association,emotional informative association,and rational informative association).