广告文体的翻译

广告的文体特点及其翻译摘要:英汉广告在遣词造句以及修辞上既表现出相似性又存在着差别,因此,在翻译广告时,应根据具体广告的不同特点,采用灵活的译法,译成符合目的语读者审美习惯和审美需要的广告,以促进产品的销售。

关键词:广告;文体特点;翻译Abstract :There are similarities and differences between advertisement in English and that in Chinese concerning their language and rhetorical devices. Therefore ,in t ranslating advertisement ,we have to choose anappropriate approach to make the t ranslation suitable for the target language readership and promote theselling of product .Key words :advertisement ;stylistic features ;t ranslation随着我国经济的蓬勃发展和进出口贸易的日益兴盛,中英文广告的翻译显得越来越重要。

广告翻译不仅同产品信誉、销售规模和经济效益息息相关,而且在一定程度上反映出一个国家和民族的文化素质[1 ] (P26) 本文拟从广告的文体特点着手,从文化的角度探讨如何在广告翻译中实现在功能对等的基础上的等效。

一、遣词造句简洁典雅一般来说,英文广告词的句子比较简短,讲求利落有力,大量使用省略句、祈使句及破折句,忌讳用结构复杂的长句,行文口语化强。

英语广告用词多具有通俗语体色彩,且词语多含有积极意义,行文构句多使用单音节词(monosyllables) 和合成词, [2 ] (P41) 如have , see , buy , come , get , make ,give ,keep ,great ,rich ,f resh ,new ,crisp ,top - quality ,economy - size ,brand - new ,home - made ,f resh- tasting ,first - class , record - breaking 等。

广告的英文作文带翻译英文：Advertising is a powerful tool that companies use to promote their products and services to potential customers. There are many different types of advertising, including television commercials, print ads, online ads, and billboards.One of the benefits of advertising is that it can help increase brand awareness. When people see an ad for a product or service, they become more familiar with the brand and are more likely to remember it when they are in need of that particular product or service.Another benefit of advertising is that it can help drive sales. When people see an ad for a product or service that they are interested in, they are more likely to make a purchase. For example, if someone sees an ad for a new smartphone, they may be more likely to buy it than if theyhad never heard of the brand before.However, there are also some downsides to advertising. One of the biggest downsides is that it can be intrusive. For example, if you are watching a television show and a commercial comes on, it can be annoying and interrupt your viewing experience.Another downside of advertising is that it can be misleading. Some companies may make false claims in their ads or use deceptive marketing tactics to try to sell their products. This can be harmful to consumers who may end up buying a product that doesn't live up to its advertised claims.Overall, advertising can be a powerful tool for companies to promote their products and services, but it's important for consumers to be aware of the potential downsides and to make informed purchasing decisions.中文：广告是公司用来向潜在客户推广其产品和服务的有力工具。

11.典雅大方：elegant and graceful2.香浓可口：aromatic character and agreeable3.畅销全球：sell well all over the world4.轻柔松软:soft and light5.甜而不腻: agreeable sweetness6.软硬适中：neither too hard nor too soft7.老少良伴：good companies for children as well as adults款式新颖attractive fashion规格齐全a complete range of specifications信誉可靠have a reliable reputation制作精巧perfect in workmanship携带方便convenient to carry香味浓郁fragrant/aromatic flavor服务周到courteous service瑰丽多彩pretty and colorful造型美观beautiful/handsome appearance色调雅致elegant colorOur sandalwood soap not only possesses all the merits sandalwood soap may have, but also does no harm whatever to your skin. Just try it, and you will see our sincere recommendation is rather convincing.我厂生产的檀香皂不仅具有檀香皂的独特优点，而且对皮肤无害。

君请试之，方知言而有信。

要买房，到建行。

Wanna a house of your own? Buy one with our loan. (Construction Bank)没有最好，只有更好。

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 1992.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。

11.典雅大方：elegant and graceful2.香浓可口：aromatic character and agreeable3.畅销全球：sell well all over the world4.轻柔松软:soft and light5.甜而不腻: agreeable sweetness6.软硬适中：neither too hard nor too soft7.老少良伴：good companies for children as well as adults款式新颖attractive fashion规格齐全a complete range of specifications信誉可靠have a reliable reputation制作精巧perfect in workmanship携带方便convenient to carry香味浓郁fragrant/aromatic flavor服务周到courteous service瑰丽多彩pretty and colorful造型美观beautiful/handsome appearance色调雅致elegant colorOur sandalwood soap not only possesses all the merits sandalwood soap may have, but also does no harm whatever to your skin. Just try it, and you will see our sincere recommendation is rather convincing.我厂生产的檀香皂不仅具有檀香皂的独特优点，而且对皮肤无害。

君请试之，方知言而有信。

要买房，到建行。

Wanna a house of your own? Buy one with our loan. (Construction Bank)没有最好，只有更好。

广告标语的文体特点及其翻译与写作Jessie Peng经典的广告创意Obey your thirst. (雪碧)服从你的渴望。

Focus on life. (奥林巴斯相机)瞄准生活。

Make yourself heard. (爱立信手机)理解就是沟通。

Good teeth, good health. (高露洁牙膏)牙齿好,身体就好。

Apple thinks different. (苹果电脑)苹果电脑,不同凡“想”。

From Sharp minds, come sharp products. （夏普产品）来自智慧的结晶。

3.purpose/impulse广告的作用是让该知道的人尽可能地了解该产品或服务。

抓住产品最主要的特征，打动消费者的心理。

Tide's in. Dirt's Out. 太渍放进去，污垢洗出来。

（太渍洗衣粉）Not all cars are created equal.日本人突出其产品的卓越品质，套用“.. that all men are created equal”.)2.pun使用双关语可增添广告的趣味性，引起联想，帮助记忆。

Ask for More.Make your every hello a real good-buy.译文：让你的每一声问候都如实传递。

The “in” idea in business travel—Hilton Inns译文：宾至如归—希尔顿旅馆3.parody仿拟是指故意模仿某一著名诗歌、文章、段落、或某一名言、警句、谚语、格调等，改动其中部分词语以达到一种新的思想内容，从而获得打动人心的艺术效果。

例如：To smoke or not, that's a question.套用莎士比亚的“to be or not to b” 以吸引读者的注意力。

A Mars a day keeps you work, rest and play.模仿成语“An apple a day keeps the doctor away”.●5.repetition●重复词汇和语法结构可以加强语气，渲染气氛追求广告语言效果。