香港早期西医药产品广告的跨文化译写 : 以《香港华字日报》(1895—1910年) 为例

西医药产品广告在中文语境中的再现，反映了社会某一时期的中西医疗文化融合发展与人们对新医疗文化适应的历史进程。19世纪末，西药在香港逐渐流行，而广告商为了推销西方药品，在翻译英文医药广告时结合了传统中医的元素，甚至夸大药品功效。本研究透过跨文化译写的视角，并结合20世纪初的香港社会背景，探讨当时香港本地中文报纸《香港华字日报》（简称《华字日报》）上医药广告中西医论述在中文语境中再现的现象，包括产品名称、药品广告宣传内容以及广告图像重绘等。

The translation of western medical advertisements in the Chinese context reflects the historical integration and development of medical culture in a certain period; meanwhile, it reflects people’s perception of new medical culture. After the outbreak of plague in the end of 19 century, western pharmaceutical products became increasingly popular in Hong Kong. To promote pharmaceutical products, advertisers adopted cultural elements of traditional Chinese medicine when translating English medical advertisements, and even exaggerated the efficacies of western drugs. From the perspective of cross-cultural adaptation, this study tries to investigate those medical advertisements in The Chinses Mail, a local Chinese newspaper. The analyses focus on the cross-cultural adaptation of western product names, the contents of medical treatments and the replacements of graphic images, revealing the historical and social causes of these phenomena.