Paliere terminologice din perspectiva barierelor lingvistice: încifrare şi transparenţă în terminologia medico-farmaceutică

Abstract

In the first part of the article we review some landmarks of the development of medical-pharmaceutical terminology in Romanian, by focusing on two stages: [a] the beginnings, characterized by the concern in
translation in order to make the technical terms explicit for the masses, and [b] the contemporary phase placed in the globalization context, when we witness a highly encrypted terminology of the medico-pharmaceutical products as far as the endogenous discourse is concerned, in compliance
with the international law and regulations imposed by The WHO Regional Office for Europe. In the second part we analyze the multitude of linguistic means and resources used on local market by professional companies that exert a real seduction upon the patients-buyers by means of transparent,
attractive names mainly attributed to the herbal remedies or to the so-called “dietary supplements”. This influencing activity occurs mainly through the so-called "texts of contact": lettering on the packaging, leaflets and advertising materials.