读者来稿：“芳芳”是“美女”or“毒蛇”？你的脑回路和歪果仁不一样？
<p> <span word="Photo">Photo</span> <span word="by">by</span> <span word="joel">joel</span> <span word="herzog">herzog</span> <span word="on">on</span> <span word="Unsplash">Unsplash</span></p><p>曾经有一个中国的化妆品品牌“芳芳”要外销到海外。该商家把自家品名简单明了地音译成了“<span word="fang">fang</span> <span word="fang">fang</span>”。事情的结果却出人意料。</p><p>在中国热销的产品，在海外却遭遇了滞销的尴尬境遇。问题出在哪儿呢？ 原来，根据朗文词典释义：<span word="fang">fang</span>指的是<span word="either">either</span> <span word="of">of</span> <span word="two">two</span> <span word="long">long</span> <span word="sharp">sharp</span> <span word="teeth">teeth</span> <span word="at">at</span> <span word="the">the</span> <span word="front">front</span> <span word="of">of</span> <span word="the">the</span> <span word="mouths">mouths</span> <span word="of">of</span> <span word="some">some</span> <span word="animals">animals</span>, <span word="such">such</span> <span word="as">as</span> <span word="a">a</span> <span word="snake">snake</span> <span word="or">or</span> <span word="dog">dog</span>。也就是某些动物嘴里的獠牙，例如蛇或者狗。这么一来，“芳芳”这么一位婀娜多姿的中国女子就在国外幻化成了一条张牙舞爪的毒蛇或恶狗。难怪，“芳芳”口红会滞销。那么，我们的脑回路和歪果仁的不一致，大家怎么能够相互理解呢？别急，我们来慢慢分析。</p><p>这个叫脑回路的东东，有个高大上的名字叫“认知图式”。我们和歪果仁生活的地理环境不同，人文风俗不同，由此形成的表达也有所不同。如：中国是陆地国家，英国是岛国。在汉语里的“挥金如土”，到英语里成了 “<span word="spend">spend</span> <span word="money">money</span> <span word="like">like</span> <span word="water">water</span>(挥金如水)”。在汉语里的“进退维谷”，到英语里成了“<span word="between">between</span> <span word="the">the</span> <span word="devil">devil</span> <span word="and">and</span> <span word="the">the</span> <span word="deep">deep</span> <span word="sea">sea</span>虽然，我们的脑回路</p><p>作者：耿雯雯</p>
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