英语广告的文体特点及翻译要求

第二节英语广告的文体特点及翻译要求

General advertising style(普通广告文体)

I.General advertisement, according to the way of expression, can be divided into statement body ad（陈述体）, monologic ad书信体, epistolary ad（书信体）, humor ad（幽默体）, testimonial ad（证言体）, etc.

1.陈述体广告:this kind of ad emphasizes on the facts(强调事实), straightly introduces commodity name, purpose, effectiveness, etc. It uses plain language and dignified wording(语言

质朴，行文端庄), when translating, you should choose plain language(平实的语言),serious and objective tone(严肃客观的语气).

Example on page 199

2.独白体广告：it uses drama, personal monologue in the movie(用戏剧和电影中的独白) to introduce the commodity. When translating, you should fully understand the context and grasp the tone in the original context(吃透全文，把握原文语气).

3.书信体广告：it uses the forms of recommendation or thank you note (用推荐信或感谢信的方式)to introduce commodity to consumers. You should pay special attention to the pattern or form of the letters(书信的程式).

4.幽默体广告：this kind of ad is lively, witty and full of humor(活泼，谐趣，充满幽默感),you should use comic and humorous words and sentence (使用轻松诙谐的词句)when translating.

5.证言体广告：it uses praise, proof to the commodity from authority or celebrity in order to make their ads persuasive and real. When translating, real evidence should be used.

Example: My hair was dry, coarse and unmanageable. But from the time I began to use Pantene Pro-V Treatment Shampoo, it has become healthy and shiny. This is because Pantene Pro-V treatment Shampoo contains unique Pro VB5,which deeply penetrates your hair from root to tip. Its new improved formula gives your hair extra protection against damage, leaving it healthier and shiner. 以前我的头发干枯，粗糙，难以梳理，自从用了潘婷营养洗发露，头发变得健康，亮泽。因为潘婷营养洗发露含有独特的维他命原Ｂ５，能由发根渗透到发尖，其全新改良配方，能加倍保护头发，免受损害，令头发分外健康，加倍亮泽。

II.ising style(招聘类广告)

Recruitment advertisement:it has strong documentary, uses formal written English(纪实性强，使用正式的书面语言) and contains large quantities of professional vocabulary and terminology(多用专业词汇和术语)，when translating, you should use solemn plain sentence and words, rigorous style of wording(庄严平实的词句，严谨的行文方式).