witty

第二节英语广告的文体特点及翻译要求

Generaladvertisingstyle(普通广告文体)

ladvertiment,accordingtothewayofexpression,canbedividedintostatementbody

ad（陈述体）,monologicad书信体,epistolaryad（书信体）,humorad（幽默体）,testimonial

ad（证言体）,etc.

1.陈述体广告:thiskindofademphasizesonthefacts(强调事实),straightlyintroduces

commodityname,purpo,effectiveness,plainlanguageanddignifiedwording(语言

质朴，行文端庄),whentranslating,youshouldchooplainlanguage(平实的语言),riousand

objectivetone(严肃客观的语气).

Exampleonpage199

2.独白体广告：itusdrama,personalmonologueinthemovie(用戏剧和电影中的独白)to

anslating,youshouldfullyunderstandthecontextandgraspthe

toneintheoriginalcontext(吃透全文，把握原文语气).

3.书信体广告：itustheformsofrecommendationorthankyounote(用推荐信或感谢信的方

式)uldpayspecialattentiontothepatternorform

oftheletters(书信的程式).

4.幽默体广告：thiskindofadislively,wittyandfullofhumor(活泼，谐趣，充满幽默感),you

shoulducomicandhumorouswordsandntence(使用轻松诙谐的词句)whentranslating.

5.证言体广告：itusprai,prooftothecommodityfromauthorityorcelebrityinordertomake

anslating,realevidenceshouldbeud.

Example:Myhairwasdry,mthetimeIbegantouPantene

Pro-VTreatmentShampoo,becauPantenePro-V

treatmentShampoocontainsuniqueProVB5,whichdeeplypenetratesyourhairfromroottotip.

Itsnewimprovedformulagivesyourhairextraprotectionagainstdamage,leavingithealthierand

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。

tyle(招聘类广告)

Recruitmentadvertiment:ithasstrongdocumentary,usformalwrittenEnglish(纪实性强，使

用正式的书面语言)andcontainslargequantitiesofprofessionalvocabularyandterminology(多

用专业词汇和术语)，whentranslating,youshouldusolemnplainntenceandwords,rigorous

styleofwording(庄严平实的词句，严谨的行文方式).