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Print magazine, March 2004 Taking the Mystery Out of The East
GREAT AD CAMPAIGNS AND PRODUCT DESIGNS sometimes evolve from napkin drawings made during lunch. But the actual lunch orders? In Beijing -- where few menus have English translations and even fewer people speak English -- while hungrily waiting for my Mandarin-speaking son, I resorted to drawing pictures of eggplant and noodles on a napkin.
The next day I encountered a book that could have
come to the rescue: the Longman Chinese-English Visual Dictionary of Chinese
Culture. It's kind of like a Richard Scarry Best Word Book Ever
about modern China. To communicate with the waiter I could have merely pointed
to "Vegetables" on page 22 and "Cooked Foods Made from
Wheat" on page 25.
The Visual Dictionary tells you what you're
seeing in Chinese cities and countryside, in restaurants and shops, in private
kitchens and public baths, at tourist sites and train stations, and, should you
visit, hospitals, nuclear power plants, and military bases.
Its black-and-white schematic line
drawings–accurately drawn down to the tiniest detail–are keyed to numbered
captions written three ways: in Chinese characters, pinyin (the English
transliteration of Mandarin), and English.
For example, those things on the restaurant wall
that look like post office boxes are wangui, personal lockers for dining
utensils. Ah-ha. That big container with a spigot is called a chatong, a
hot-water urn. Of course, for tea. The game the men are playing in the hutong
(alleyway community) is shuzqi (numbered chess). The curved appendage on
the corner of a traditional tiled roof is a xiziweir (crest shaped like
scorpion tail). The flatbed tricycle for transporting goods is a pingbunche;
the streets in the high-tech districts are crammed with young men delivering
computer parts on them.
Now in its third printing, the Longman
Chinese-English Visual Dictionary was produced by a team of Japanese
editors, writers, and illustrators, who spent 20 years on the project after
completing a successful Chinese-Japanese Visual Dictionary. Jointly
published by Shanghai Foreign Education Press and Pearson Education China
Limited, it's licensed for sale in the People's Republic for 50 RMB (about
$6.25), and available here only from Amazon.com (search under ISBN
7-81046-662-3) for $38.95. You don't need a translation aid to figure out that
the price differential sums up the economic differences between China and the
U.S..
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