外刊閱讀及其翻譯

1、I ©Television ads for erecti Ie dysfunction, stroke or toenaiI fungus treatments have been called both a boon and a curse. Drugmakers assert that promoting thei r products makes patients av/are of conditions they can then flag for thei r doctor.II®Yet every developed country except the . a

2、nd New Zealand prohibits such di rect-to-consumer prescription drug ads. It is hard to see educational value in commercials on American TV that show radiant models relaxing before a tryst, accompanied by voice-overs that warn of possible side effects, including difficulty breathing and an unsafe dro

3、p in blood pressure.lll®An ad that conflates an aura of glowing health and the prospect of an amorous Iiaison with a list of dire cardiovascular symptoms isa paradigm of confused messaging because it does not provide the viewer with a clear guide to weighing both benef i ts and costs entai led

4、in using a prescr ipt ion medicine. Absent further interpretation, the under lying message reduces to: Sex or death-which will it be Of course, the ads always end with an admonition to “ask your doctor. 0IV Now, final I y, the doctors are giving an answer. In November 2015 the Amer ican Medical Asso

5、ciation asked for a ban on these ads, saying that they are partially responsible for theskyrocketing costs of drugs. The WorId Health Organization and other groups have previousIyendorsed such restrictions.VIn 2014 pharmaceut icaI companies spent $ billion on consumer ads, most Iy for television, a

6、30 percent r i se from two years before. The pitches can drum up sales on higher-pr iced medications that can drive up drug costs when less expensive alternatives are sometimes avaiI able.VIMany of the nev/est ads are for premium drugs for Iife-threatening diseases or rare conditions that can cost t

7、ens of thousands of dollars and require large, out-of-pocket patient co-payments, After seeing an ad, patients may press physicians for a prescription without understanding the comp I ex cr iter ia needed to determine eligibility for treatment.VII Despite i ndustry rhetoric about educat i ng the con

8、sumer, the ads do what ads do-promote the advertiser1s product v/hiIe failing to note these complexities or alternative options. Last October a Kaiser Fami ly Foundation survey found that 28 percent of people who viewed a drug ad subsequently asked a physician about the medicine and that 12 percent

9、v/a I ked out with a prescr i pt ion.VIII A ban would be a we I come step toward trimming the nation's lofty drug bills-and it v/ouId r id the airwaves of purported health messages that baffle more than they i nform. It i s uncI ear, though, whether any prohibition passed by Congress wouId pass

10、muster in the courts. Pharma wouId undoubtedly mount a legaI chailenge, claiming that the law violates Fi rst Amendment protections for commerciaI speech. 441words("This Drug Ad Is Not Right for You” , By The Editors. May 1, 2016. Scientific Amer / can.)詞匯短語1.2.3.4.5.6.7.8.9.10.11.12.13.14.15.e

11、rect i lei rektai I adj.勃起的dysfunct iondi sf f a q kJ n n. 機(jī)能障礙toenail ta u nei In.腳趾甲fungus f八 o ga s n,真菌flag fl無g v.標(biāo)示(熟詞偌意)*prescr ipt ion pr i skr i pj n n. 處方藥radiant rei die nt adj.*tryst tri st n. 約會(huì)地點(diǎn)*voice-over ' vo i S| a u vaconflate kd n1flei t v.容光煥發(fā)的n.畫外音 合并*aura 1amorous*1ia i so

12、n*d i re 1 : ra Ja? mali1 « dai aein.光環(huán)ra s adj.zn n.聯(lián)絡(luò)愛情的(r) ad j.可怕的cardiovascular k a :dia uskja la (r) adj. 心血管的16. paradigm pae ra dai m n, 范例17. entai I i n tei I v.牽涉18. *admon i t i on 次 dma 1 m J n n. 告誡19. *skyrocket ing s'kai ru ki ti rj n. 猛漲20. endorse i n1 do :s v. 支持21. pitch

13、 pi tj n, 說教(熟詞僻意)22. drum up 招彳來，鼓吹23. dr i ve up使上升24. *premium pr i :mia m adj. 高昂的25. out-of-pocket現(xiàn)金支出成本26. *el igibi I ity el i d3 a ' bi Id ti n. 合格27. *rhetor ic reta r i k n.花言巧語，雄辯術(shù)28. *tr im f tri mi rj v.削減29. * lofty V Io fti adj.高聳的30. *airwave 'ea wei v n. 電視31. *purported pa

14、(r) 1 po : (r)ti d adj.聲稱的32. baff le1 b史 fl v.使迷惑33. pass muster 達(dá)到要求34. *pharma 'fa： ma n. 制藥公司35. *mount mau nt v.發(fā)起，組織(標(biāo)*的為超綱詞匯)點(diǎn)評(píng)I ©Television ads for erecti Ie dysfunction, stroke or toenaiIfungus treatments have been called both a boon and a curse. (2)D rugmakers assert that promotin

15、g thei r products makes patients aware of conditions they can then flag for thei r doctor.翻譯：關(guān)于勃起功能障礙、中風(fēng)或者腳趾甲霉菌的電視廣告被稱為恩惠和詛咒的并存。制藥 公司聲稱，宣傳他們的產(chǎn)品能讓病人發(fā)現(xiàn)自己的病癥，然后他們知道該怎樣描述給醫(yī)生。 點(diǎn)評(píng)：I-川指出處方藥廣告具有危害性。I段開門見山，指出電視上賣藥廣告具有兩面性， 下文圍繞boon and curse展開，但是作者沒有筆墨勻分地討論藥品廣告的好處和壞處，而 是批判藥品廣告好處沒有，壞處多多。句a boon or a curse 是很地道

16、的表達(dá)“兩面性、 優(yōu)缺點(diǎn)”的短語，類似的還有 “a coin has two sides" , utwo-edged sword',。句 中的assert (宣稱)，一般都暗示不辨真假，也許有奪大其詞或者虛假成分° makes pat i ents aware of conditions指的是，不看不知道，看了廣告之后才發(fā)現(xiàn)身體的一些狀況居然是 一種病，還有專門的名字，隨后儼然成了專家，還嚴(yán)肅地告訴醫(yī)生我得了什么什么病，給我 開這個(gè)那個(gè)藥。此處的flag是 熟詞僻意，意思是“標(biāo)出，引起某人注意”。IIYet every developed country excep

17、t the . and New Zealand prohibits suchdi rect-to-consumer prescription drug ads. It is hard to see educational value in commerc ia I s on Amer ican TV that show radiant mode Is relax ing before a tryst, accompanied by voice-overs that vrarn of possible side effects, including difficulty breathing an

18、d an unsafe drop in blood pressure.翻譯：但是，除了美國和新西蘭之外，所有發(fā)達(dá)國家都禁止這種處方藥的直銷廣告。很難看 出來美國電視上播放的這種廣告有什么教育價(jià)值：約會(huì)之前，容光煥發(fā)的模特讓自己放松下 來，伴隨的畫外音警告可能的副作用，包括呼吸困難，危險(xiǎn)的血壓下降。點(diǎn)評(píng)：II段句緊承上段末尾，制藥廠宓才聲稱廣告有教育作用，就馬上轉(zhuǎn)折(yet),除了 美國和新西蘭，所有的發(fā)達(dá)國家都禁止處方藥在大眾媒體上打廣告。從而否定了 boon的方 面，并且引發(fā)讀者思考為什么會(huì)這樣。句順而給出原因，直接打臉boon:所謂的教育作 用根本不存在。川 An ad that conf

19、 I ates an aura of glowing health and the prospect ofan amorous Ii a i son with a list of di re cardiovascular symptoms isa paradigm of confused messaging because it does not provide the viewer with a clear guide to weighing both benef i ts and costs entai led in using a prescr ipt ion medicine. Abs

20、ent further interpretation, the under lying message reduces to: Sex or death-which will it be Of course, the ads always end with an admonition to “ask your doctor. . M翻譯：把健康活潑的氣氛、對(duì)曖昧關(guān)系的期望和一列可怕的心血管癥狀聯(lián)系在一起的廣告是 讓人困惑的宣傳的典型，因?yàn)樗鼪]有給觀眾提供明確的指導(dǎo)，要充分權(quán)衡服用處方藥的好處 和代價(jià)。更多的解釋被省略了，潛臺(tái)詞縮短為：性和死一將會(huì)是哪個(gè)當(dāng)然，廣告結(jié)尾總會(huì) 有一個(gè)警告：“請(qǐng)遵醫(yī)囑

21、?！秉c(diǎn)評(píng)：III段繼續(xù)深化對(duì)賣藥廣告的批評(píng)，不止沒有聲稱的教育作用，還會(huì)讓人產(chǎn)生困惑 (paradigm of confused messaging)。因?yàn)閺V告隱去了很多重要的信息，只強(qiáng)調(diào)處方藥物的 作用，而不談其危害。IVNow, final I y, the doctors are giving an answer. In November 2015 the Amer ican Medical Association asked for a ban on these ads, saying that they are partially responsible for theskyrock

22、eting costs of drugs. The WorId Health Organization and other groups have prev iousIyendorsed such restr ict ions.翻譯：現(xiàn)在，終于，醫(yī)生給出了一個(gè)回應(yīng)。2015年11月，美國醫(yī)學(xué)協(xié)會(huì)要求禁止這些廣告， 說他們對(duì)天價(jià)藥費(fèi)負(fù)部分責(zé)任。世界衛(wèi)生組織和其他機(jī)構(gòu)先前就表示支持這類禁令。點(diǎn)評(píng)：IV-V段指出美國醫(yī)學(xué)協(xié)會(huì)最近要求禁止這些賣藥廣告及其原因。IV段句的now和 final ly表達(dá)出一種翹首以盼，終于等到這一天的心情。句saying.現(xiàn)在分詞短語作狀 語，解釋禁止原因，這些廣告讓藥費(fèi)

23、大大增長。VIn 2014 pharmaceut icaI companies spent $ billion on consumer ads, most Iy for television, a 30 percent r i se from two years before. The pitches can drum up sales on higher-pr iced medications that can drive up drug costs when less expensive alternatives are sometimes avaiI able.翻譯:2014年制藥公司在

24、廣告費(fèi)上花了 45億美元，大部分是電視廣告，比兩年前增加了 30%o 高聲叫賣能夠提高高價(jià)藥品的銷量，從而增加藥費(fèi)支出，雖然市面上有價(jià)格較低的同類藥物。 點(diǎn)評(píng)：V段用具體數(shù)字說明天價(jià)的廣告費(fèi)，以及這些費(fèi)用轉(zhuǎn)嫁到民眾身上，成為沉重的負(fù)擔(dān)。VIMany of the newest ads are for premium drugs for Iife-threatening diseases or rare conditions that can cost tens of thousands of dollars and require large, out-of-pocket patient co

25、-payments. After seeing an ad, patients may press physicians for a prescription without understanding the complex cr iter ia needed to determine eligibility for treatment.翻譯：許多最新的廣告是宣傳治療威脅生命的疾病或者罕見病的新藥，治療這種病可能要花 費(fèi)數(shù)萬美元，還需要大筆保險(xiǎn)外患者共同支付?？吹綇V告后，患者在可能會(huì)在沒犒清是否對(duì) 癥的情況下，逼迫醫(yī)生開藥方。點(diǎn)評(píng)：VI-VII段分析賣藥廣告的性質(zhì)和其強(qiáng)大的洗腦能力。最近打廣

26、告的都是針對(duì)致命或者 罕見病的藥力勿（for I i fe-thr eaten i ng d i seases or rare conditions）, 價(jià)格高昂（premi um） （VI段句）。作者推測(cè)（may）,重病在身的患者可能容易病急亂尋藥，要求醫(yī)生給自己開 這用藥（VI段句）。VIIDespite industry rhetoric about educating the consumer, the ads do what ads do-promote the advertiser*s product whiIe failing to note these complexities

27、 or alternative options. Last October a Kaiser Fami Iy Foundation survey found that 28 percent of people who viewed a drug ad subsequently asked a physician about the medicine and that 12 percent v/a I ked out with a prescr i pt ion.翻譯：盡管制藥商口若懸河，把廣告說成是對(duì)消費(fèi)者的教育，但是廣告就是廣告一目的是 提高產(chǎn)品的銷量，卻閉口不談病癥的復(fù)雜性或者提醒患者有其

28、他的選擇。去年10月，凱撒 家庭基金會(huì)的一項(xiàng)調(diào)查發(fā)現(xiàn)38與看到廣告的人向醫(yī)生詢問這種藥物，12%拿著處方出了門。 點(diǎn)評(píng)：VII段進(jìn)一步說明，不僅是藥品性質(zhì)本身有強(qiáng)大的誘惑力，廣告呈現(xiàn)方式還煽情而且簡(jiǎn) 單粗暴，不談復(fù)雜的適用條件，讓患者搞不清發(fā)情況（VII段句）。VII段句回應(yīng)上段的推 測(cè)，實(shí)際調(diào)查結(jié)果證明了這種推測(cè)，很多患者的確會(huì)要求醫(yī)生開藥。VIII A ban would be a we I come step toward trimming the nation* s lofty drug bills-and it would r id the airwaves of purported

29、 health messages that baffIe more than they i nform. It i s uncI ear, though, whether any prohibition passed by Congress wouId pass muster in the courts. Pharma wouId undoubtedly mount a legaI chailenge, claiming that the law violates Fi rst Amendment protections for commerciaI speech.翎譯：這樣的一紙禁令會(huì)是個(gè)受

30、歡迎的有利于消減美國臃腫藥費(fèi)賬單的舉措而且它可以 讓電視上少一些虛假的健康消息，號(hào)稱是教育觀眾，但只會(huì)讓觀眾更加迷惑。但是，不確定 的是，國會(huì)通過的任何禁令是否會(huì)能過法院一關(guān)。制藥廠商肯定會(huì)發(fā)起法律反擊，聲稱這個(gè) 禁令違反了保護(hù)商業(yè)豆論的憲法第一修正案。點(diǎn)評(píng)：VIII段回到禁令，句評(píng)價(jià)其積極意義：能夠減少藥費(fèi)支出，減少觀眾迷惑。句表 達(dá)了這個(gè)禁令能否最終通過的憂慮，因?yàn)橹扑帍S商肯定會(huì)反對(duì)。I Nowadays, it seems, anything and everything can qua I ify as a masterpiece: a hit single, a theme park

31、, even a video game. And while the artistic merits of some of these objets d art can be defended, it is tempting to suggest that the word itseIf has become, I i ke “fascist” and“racist,“ deva Iued by indiscriminate usage to the point of vacuity. Its meaning has shifted.IIMost under-50 art lovers tak

32、e pop culture very seriously indeed. So they should, not merely because it is popular but because so much of it, especial ly in this country, is so good. Like the masterpieces of ear Iier eras, these works i nfuse fam i I i ar forms and mater ials with a creat i ve energy that a I I ows them to tran

33、scend their mundane origins.川 Yet something distinguishes these “masterpieces" from the i r high-art counterparts, something that i s implicit in the very act of their creation-and i s centra I to the nature of pop culture itself. As the Cambridge AcademicContent Dictionary reminds us, the word

34、 “masterpiece'' once referred to the single greatest work of a master. No one he I ped To I stoy wr i te War and Peace, any more than Beethoven used an orchestrator for his Fifth Symphony. But then came Ho I I ywood mov i es and TV ser i es, commerc i a I products manufactured not by i nd i

35、v i dua I art i sts but by teams of art isans whose members col laborate so closely that it is often difficult to the point of impossibiIity to ascribe principalcreative credit to any one of them. Who, then, isthe “author" of Chinatown No one, in the usuaI meaning of the word. It is the result

36、of a collective process of creation, a masterpiece without a master. IV©Something is bound to be lost in a culture where the best-known art is created collectively for commercial purposes rather than being motivated solely by the individual artistr s own need for self-expression. For al I thei

37、r self-evident excellence, movies I i ke Chinatown and God fatherand cable-TV seriesI ike TheWi reavd Break / ng Bada r e a I I thr i I lers of one k i nd or another. To be sure, they use the famiIiar conventions of genre fiction to explore many other aspects of American I ife, but somebody almost a

38、lways gets shot in the last reel, just as a pop song, no matter how we I I-crafted and emot i onaI Iy mov i ng it may be, i s rarely ever more than four minutes long.VThe very best modern American artists, by contrast, have not accepted the narrow restr ictions imposed by pop culture, They go thei r

39、 ov/n way-and do thei r own work. As a result, they reflect in every way the creat i ve visions of their makers, whose styles are personal to a degree that no co I I ect i ve I y made work of art can hope to rival. They are masterpieces in the purest sense of the word. 463words ('Masterpieces

40、9; Without Masters. By Terry Teachout. June 16, 2016. Commentary) 原文鏈接：詞匯短語1. merit 1 meri t n.價(jià)值2. *objets d' art (法語)藝術(shù)品3. *devalue| di: 1 vae I ju: v. 使貶值4. * indiscriminate i ndi s kr i mi na t ad j. 不加選擇的5. vacuityva1kju:a ti n. 真空6. * infuse i nf ju:z v. 浸泡，使充滿7. *transcendtrae n1 send v,

41、超越8. *mundanemAn1 dei n adj. 尋常的9. *ascr ibeaskrai b v, 把 歸于10. credit kredi t n.榮譽(yù)11. be bound to 注定12. reeI r i: I n,卷軸點(diǎn)評(píng)I Nowadays, it seems, anything and everything can qua I ify as a masterpiece: a hit single, a theme park, even a video game. And while the artistic merits of some of these objet

42、s d' art can be defended, it is tempting to suggest that the word itseIf has become, I i ke “fascist” anduracist, " devalued by indiscriminate usage to the point of vacuity. Its meaning has shifted.翻譯：在當(dāng)代，似乎任何東西都資格被稱為杰作：一首熱門歌曲、一座主題公園、甚至是一 款電子游戲。盡管這當(dāng)中某些藝術(shù)品可能存在藝術(shù)價(jià)值，但是似乎在暗示這個(gè)詞本身因?yàn)椴?加區(qū)別地使用而貶值，甚

43、至變成空白，就像“法西斯主義者”和“種族主義者” 一樣。它的 意思已經(jīng)發(fā)生了變化。點(diǎn)評(píng)：段I提出一種現(xiàn)象：現(xiàn)在人們不加區(qū)別地使用masterpiece （杰作）這個(gè)詞，其“宏 偉莊嚴(yán)”的含義已經(jīng)被稀釋了 o句anything and everything （任何東西和所有東西）看 似重復(fù)，實(shí)際上是加強(qiáng)語氣，惋惜masterpiece已經(jīng)被用得爛大街了 冒號(hào)之后舉例，歌曲、 主題公園、電子游戲和masterpiece放在一起的確有些違和感© even （甚至），再一次傳達(dá) 出作者的驚訝之情。句讓步指出，盡管這些作品可能有價(jià)值，但是masterpiece的詞義似 乎確實(shí)變了。objets

44、 d' art 指工藝品，（特別是和傳統(tǒng)意義的繪畫、琳堂等高雅藝術(shù)不 同的小玩意兒）o作者是要強(qiáng)調(diào)，這些東西只能叫做。bjets d' art ,算不上是 masterpiece, can be defended （可以被辯護(hù)的）暗示真正的傳世之作優(yōu)秀得太明顯，根本 無需defend。論文答辯也用defend 這個(gè)詞是同樣的道理，論文不奢求有你有驚世發(fā)現(xiàn)， 能自圓其說即可。devalue, indiscriminate, vacuity都略帶貶義，可見作者的態(tài)度。 句簡(jiǎn)潔有力地概括句，masterpiece的詞義發(fā)生了變化。本段以詞開篇，以詞收尾，似乎 只是就事論事，沒有太多發(fā)

45、散，但是已經(jīng)蓄勢(shì)待發(fā)。IIMost under-50 art lovers take pop culture very seriously indeed. So they should, not merely because it is popular but because so much of it, especial ly in this country, i s so good. Like the masterpieces of ear Iier eras, these works infuse fami I i ar forms and mater i a I s with a cr

46、eat i ve energy that a I I ows them to transcend their mundane origins.翻譯：大部分50歲以下的藝術(shù)愛好者確實(shí)非常嚴(yán)肅地看待流行文化。他們理應(yīng)如此，不僅 僅因?yàn)榱餍形幕芰餍?，而且因?yàn)樵S多流行文化都非常出色，特別是在美國。和早期時(shí)代的 杰作一樣，這些藝術(shù)品讓熟悉的形式和材料充滿使之超越其平庸原作的創(chuàng)造性力量。點(diǎn)評(píng)：段II先退一步說明流行文化的確有優(yōu)秀作品，句指出，很多人都認(rèn)其對(duì)待流行文化。 pop culture 一詞概括了上文的流行歌曲、主題公園、電子游戲等作品的歸屬。作者特意提 出under-50 （50歲以下），因?yàn)楦?/p>

47、早的時(shí)代，人們接受的還是傳統(tǒng)古典藝術(shù)的熏陶，也許 不能客觀看待流行文化。句給出作者自己的看法，的確應(yīng)該這樣，因?yàn)橛行┝餍形幕軆?yōu) 秀。句緊接上句，說明流行文化的優(yōu)秀之處。用Like比較流行文化作品和masterpiece 的共同點(diǎn)，the masterpieces of ear I ier eras 用介詞短語 of ear I ier aras 修飾 the masterpiece,用以區(qū)分“之前的杰作”和“現(xiàn)在的所謂的杰作”，暗示作者不太愿意用 masterpiece這個(gè)詞稱呼現(xiàn)代藝術(shù)品。creative energy, transcend 指出流行作品的優(yōu)點(diǎn)。川Yet something

48、 distinguishes these “masterpieces“ from their high-art counterparts, something that i s implicit in the very act of their creation-and i s centra I to the nature of pop culture itself. As the Cambridge Academi cContent Dictionary reminds us, the word umasterpiece'' once referred to the sing

49、le greatest work of a master. No one helped Tolstoy write War and Peace, any more than Beethoven used an orchestrator for his Fifth Symphony. But then came Hol lywood movies and TV ser i es, commerc i a I products manufactured not by individual artists but by teams of artisans whose members col labo

50、rate so closely that it is often difficult to the point of impossibiIity to ascribe principal creative credit to any one of them. Who, then, isthe u author M of Chinatown No one, i n the usua I mean i ng of the v/ord. It i s the result of a collective process of creation, a masterpiece without a mas

51、ter. 翻譯:但是，有些東西把這些“杰作”和高雅藝術(shù)區(qū)分開來，它恰恰暗藏于其創(chuàng)作行為中 并且這是流行文化本質(zhì)的核心。劍橋?qū)W術(shù)目錄詞典提醒我們，“杰作”這個(gè)詞曾經(jīng)指某 大師最偉大的作品。沒有人幫助托爾斯泰寫戰(zhàn)爭(zhēng)與和平，正如貝多芬創(chuàng)作第五交響曲 也沒有動(dòng)用管弦樂隊(duì)幫忙。但是，后來出現(xiàn)了好萊塢也影和電視劇，這不是藝術(shù)家個(gè)人的創(chuàng) 作，而是多組工匠合作完成的商業(yè)產(chǎn)品，他們的合作非常緊密，以至于常常無法把主要的創(chuàng) 作榮譽(yù)歸于其中任何一個(gè)人。那么，到底誰是唐人街的“作者”按照這個(gè)詞的通常的意 思來看，誰都不是。它是集體創(chuàng)新過程的產(chǎn)物，是沒有大師的大師之作。點(diǎn)評(píng)：段III 一針見血地指出流行文化和maste

52、rpiece的本質(zhì)區(qū)別。作者并沒有從主觀的藝術(shù) 價(jià)值上評(píng)判，而是從流行文化制作方式這一客觀事實(shí)出發(fā)。these "masterpieces"打上 引號(hào)，突出作者的不承認(rèn)態(tài)度。句引用權(quán)威詞典解釋，說明masterpiece過去指大師個(gè)人 創(chuàng)作的最偉大的作品。有一種高山仰止的巍峨感，這樣的作品肯定是稀少的。句以小說和 音樂為例說明過去的大師作品都是獨(dú)立完成。至指出當(dāng)代誕生新的藝術(shù)形式（電影、電 視?。┑膬?yōu)秀作品由集體創(chuàng)作。IVSomething is bound to be lost in a culture where the best-known art is created collectively for commercial purposes rather than being motivat