A Multimodal Contrastive Study of Chinese and English Medical Texts – A Case Study of Patient Information Leaflets of Cold and Fever Medications

Abstract

In an era of globalized pharmaceuticals, the cross-border flow of medicines underscores the critical role of Patient Information Leaflets (PILs) in ensuring safe medication use. This study conducts a comparative multimodal discourse analysis of Chinese and British PILs for common cold and fever medications, framed within Systemic Functional Linguistics. Utilizing a self-built “explanatory” discourse through a higher Standardized Type-Token Ratio (STTR), patient-focused thematic progression, and frequent use of second-person pronouns and mental process clauses. In contrast, Chinese PILs form an authoritative, “summarizing” discourse characterized by condensed syntax, dense terminology, and context-oriented thematic structures. Regarding non-linguistic modalities, English texts employ narrative images, color codes, and warning symbols to establish high-modality, user-friendly guidance, whereas Chinese texts rely primarily on the authoritative contrast of black text on a white background and bold typography, resulting in more monolithic visual salience. The study interprets these disparities through socio-regulatory and cultural lenses, proposing concrete strategies for optimizing the translation and design of Chinese PILs for global audiences. These recommendations aim to enhance cross-cultural communicative efficacy and support the international expansion of Chinese pharmaceutical brands.