外刊阅读及其翻译

外刊阅读及其翻译

Ⅰ①

Television ads for erectile dysfunction,

stroke or toenail fungus treatments have

been called both a boon and a curse.

②

Drugmakers assert that promoting their

products makes patients aware of

conditions they can then flag for their

doctor.

Ⅱ①

Yet every developed country except the

U.S. and New Zealand prohibits such

direct-to-consumer prescription drug ads.

②

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 drop in blood

pressure.

Ⅲ①

An ad that conflates an aura of glowing

health and the prospect of an amorous

liaison with a list of dire

cardiovascular symptoms is a paradigm of

confused messaging because it does not

provide the viewer with a clear guide to

weighing both benefits and

costs entailed in using a prescription

medicine.

②

Absent further interpretation,

the underlying message reduces to: Sex or

death

—

which will it be?

③

Of course, the

ads always end with an admonition

to “ask

your doctor....”

Ⅳ①

Now, finally, the doctors are giving an

answer.

②

In November 2015 the American

Medical Association asked for a ban on

these ads, saying that they are partially

responsible for theskyrocketing costs of

drugs.

③

The World Health Organization

and other groups have

previouslyendorsed such restrictions.

Ⅴ①

In 2014 pharmaceutical companies

spent $$4.5 billion on consumer ads, mostly

for television, a 30 percent rise from two

years before.

②

The pitches can drum

up sales on higher-priced medications that

can drive up drug costs when less

expensive alternatives are sometimes

available.

Ⅵ①

Many of the newest ads are

for premium drugs for life-threatening

diseases or rare conditions that can cost

tens of thousands of dollars and require

large, out-of-pocket patient co-payments.

②

After seeing an ad, patients may press

physicians for a prescription without

understanding the complex criteria needed

to determine eligibility for treatment.

Ⅶ①

Despite industry rhetoric about

educating the consumer, the ads do what

ads do

—

promote the advertiser's product

while failing to note these complexities or

alternative options.

②

Last October a

Kaiser Family Foundation survey found that

28 percent of people who viewed a drug ad

subsequently asked a physician about the

medicine and that 12 percent walked out

with a prescription.

Ⅷ①

A ban would be a welcome step

toward trimming the nation's lofty drug

bills

—

and it would rid

the airwaves of purported health messages

that baffle more than they inform.

②

It is

unclear, though, whether any prohibition

passed by Congress would pass muster in

the courts.

③

Pharma would

undoubtedly mount a legal challenge,

claiming that the law violates First

Amendment protections for commercial

speech. [441words]

(“This Drug Ad Is Not Right for You”.

By The Editors. May 1, 2016.

Scientific

American

.)

词汇短语

1. *erectile[

??< /p>

rekta

?

l] adj.

勃起的

2. *dysfuncti on[d

?

s'f

??k?

机能障碍

3.

*toenail [?t??

ne

?

l] n.

脚趾甲

4.

*fungus [?f??g?

s] n.

真菌

5. flag [fl?

g] v.

标示

(

熟词僻意

）

6. *prescription [pr

??

skr

?

p

?

n] n.

处方药

7.

*radiant [?re?

di

?

nt] adj.

容光焕发的

8. *tryst [tr

?

st] n.

约会地点

9. *voice- over

[?v??s???

v

?< /p>

] n.

画外音

10. *conflate [k

?n?fle?

t] v.

合并

11.

*aura [??

:r

?

] n.

光环

12.

*amorous [??m?

r

?

s] adj.

爱情的

13.

*liaison [li?

e

?

zn] n.

联络

14.

*dire [?da??

(r)] adj.

可怕的

15. *cardiovascular

[?kɑ:di???v?skj?l?(r)]

adj.

心血管的

16.

paradigm [?p?r?

da

?

m] n.

范例

17. entail [

?n?te?

l] v.

牵涉

18.

*admonition [??dm??

n

??

n] n.

告诫

19. *skyrocketing [s'ka

?

r

?

k

?

t

??]

n.

猛涨

20. endorse [

?n?d?

:s] v.

支持

21. pitch [p

?

t

?

] n.

说教

(

熟词僻意）

22. drum up

招徕，鼓吹

23. drive up

使

…

上升

24.

*premium [?pri:mi?

m] adj.

高昂的

25. out-of- pocket

现金支出成本

26.

*eligibility [?el?

d

??

'b

?

l

?

t

?

] n.

合格

27.

*rhetoric [?ret?

r

?

k] n.

花言巧语，雄辩术

28.

*trim [?tr?

m

??]

v.

削减

29.

*lofty [?l?

fti] adj.

高耸的

30. *airwave ['e

??

we

?

v] n.

电视

31. *purported [p

?

(r)'p

??(r)t?

d] adj.

声称的

32.

baffle[?b?fl] v.

使迷惑

33. pass muster

达到要求

34. *pharma

['f

ɑ?m?]

n.

制药公司

35. *mount [ma

?

nt] v.

发起，组织

(

标

*

的为超纲词汇）

点评

Ⅰ①

Television ads for erectile dysfunction,

stroke or toenail fungus treatments have

been called both a boon and a curse.

②

Drugmakers assert that promoting their

products makes patients aware of

conditions they can then flag for their

doctor.

翻译：

关 于勃起功能障碍、

中风或者脚趾甲霉菌

的电视广告被称为恩惠和 诅咒的并存。

制药公司

声称，宣传他们的产品能让病人发现自己 的病

症，然后他们知道该怎样描述给医生。

< br>点评：Ⅰ

-

Ⅲ指出处方药广告具有危害性。Ⅰ段