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商务英语 广告文体

2010/5/19 1286 ibs
广告文体是语言的五种功能文体之一。 广告文体很大程度上与文学文体相似。文学是通过文学语言、故事情节以及对人物、情景的描述等来打动、感染读者,寓教于乐;广告也是要打动、感染广大的公众,不过,广告打动、感染公众的目的不是寓教于乐,而是鼓动、激励他们去购买、去接受商家提供的各种服务。另外,广告的读者——公众是被动的,不像文学作品的读者是主动的,是读者自己选择各种体裁的文学作品去阅读、品味。

 

广告文体

广告文体是语言的五种功能文体之一。

广告文体很大程度上与文学文体相似。文学是通过文学语言、故事情节以及对人物、情景的描述等来打动、感染读者,寓教于乐;广告也是要打动、感染广大的公众,不过,广告打动、感染公众的目的不是寓教于乐,而是鼓动、激励他们去购买、去接受商家提供的各种服务。另外,广告的读者——公众是被动的,不像文学作品的读者是主动的,是读者自己选择各种体裁的文学作品去阅读、品味。广告的所谓读者是自己置身于广告的海洋中,不时地受到广告的影响、冲击。广告的读者不会去细细品味广告语言。因此,广告文体不同于文学文体的显著特点就是用尽可能简单有效的语言去吸引公众的注意,使他们对广告的内容产生兴趣,留下深刻的记忆。所以,广告文体的特殊性在于传达信息,在这一方面,广告文体又像新闻体语言和科技体语言。

由此看来,广告文体是界乎文学文体和新闻文体与科技文体之间的文体,它具备了文学语言的生动、鲜明、洗练、富有强大的感染力的特点,使用文学的不同体裁和修辞方法。从某种程度上说,广告文体是“半文学体”。例如:

1.对话体

以下广告以广告人和客户之间的对话形式讨论给海涅根啤酒做广告的方案,广告人提出的方案一一被客户否定,最后引入广告的主题:只要是最好的就可以。其言下之意是:海涅根啤酒是最好的。这种对话形式的广告独特、新颖,引人入胜。

    Ad Agency:How about a beautiful shot of bccr being poured?

    Client:Every beer does that.

    Ad Agency:Well then,a close—up of the botde.

    Client:Every beer does that.

    Ad Agency:We could go with a celebrity.

    Client:Join the line.

    Ad Agency:How about your chairman as a spokesperson?

   Client:Cars,airlines,razors,etc.

    Ad Agency:A shot of grain fields.

    Client:Boring.

    Ad Agency:Music?

    Client:It’S a magazine ad.

    Ad Agency:Scratch and sniff?

    Client:Everyone hates that...especially me.

    Ad Agency:Girls in bikinis?

    Client:That’s original.

    Ad Agency:Maybe we need more time.

Heineken

Just being the best is enough.

2.诗歌体

广告中诗歌体给人的印象深刻,通过像诗一样的语言,创造出生动的意象,使人对产品产生联想,引起对产品的美好的印象。翻译诗歌体的广告应该用相应的诗歌体,以求得文体信息方面的对等。例如:

    I came back

    I came back to softness and comfort

    I came back to Dr.Whites.

    And 1 wonder why I ever went away

    Because only Dr.White’s gives me two kinds of comfort.

    The super-comfort of their cotton—wool content

    That makes them 80 much softer

    And the comfort of a safer,mole absorbent towel,

    With a flush-away design,too,

    For even mole convenience

    I tried the rest,but I came back.

    Isn’t it time you came back to Dr.White's?

    Dr.White's

    Two kinds of comfort

    以上广告是有关品牌为“White’s”的妇女卫生巾。

3.记实体

记实体是较常见的形式,它直接切入主题,表明广告的主旨。如果是有关产品的广告,对有关产品进行详细的介绍、说明,让公众充分了解产品及其给消费者带来的便利和好处,从而达到引起消费者购买欲的目的。如果是招聘广告,便对该公司进行简明扼要的介绍,然后引入要招聘的对象。例如:

    SIEMENS

    Siemens Industrial Automafion Ltd

    SIAS is a J.V.of Siemens and Shanghai Automation Instrument Co.,Ltd.The business scope of SIAS covers manufacturing,sales,engineering,services and training based PLC,DCS,instnumentaion and reneermg lated automation products of Siemens.With the rapid development of our business,we are seeking suitable candidates for the following position:

...

另外,广告还有小说体、散文体。小说体的广告就像在讲述一个娓娓动听的故事,其中有故事情节、冲突和结尾,通过故事情节来打动读者。散文体的广告不像小说体广告有明显的敌事情节,散文体广告顾名思义,像一篇散文。广告作者通过其散文式的语言,似乎在和读者亲切地进行交流。限于篇幅,小说体和散文体广告的例子从略。

广告文体又具备了新闻体和科技体语言的特点,其语言主要用来传递基本信息,反映客观事实,讲究稳重、准确。例如:

MAGIMIX ice cream maker & quality ice cream scoop

Home-made ice cream,sorbet or iced yoghurt is not only delicious but also extremely easy to make in the modem electric machines that are now available.

This Magimix machine makes 1.5.pints of ice cream which is enough for a family or for a dinner party.It is very simple to use-just place the bowl in a 3/4 fteezer for 19 hours(the bowl measures approx.7 in diameter by 5.5 in height),prepare your ice mixture,placed the lid which holds the electric motor and pour the mixture through the fccder inlet at the top.The machine will gently chum and freeze to give perfect soft ice cream in only 20 minutes.Enjoy it immediately or store it in your freezer for later use.The Teflon lined bowl is easy to clean and the machine comes fitted with a plug.Also supplied is a comprehensive set of instructions 35 delicious recipes and a fi,11.one year manufacturer’s guarantee.

The ice cream scoop,which has been designed in the USA,is highquality and extremely sturdy.The body of the scoop is made.from stainless steel;the handle is made.from durable,haldwearing A.B.S.plastic.It will provide many years of use even on very solid ice cream.

以上广告对冰淇淋机器、冰淇淋的制作以及冰淇淋勺作了直接的、客观的介绍,广告中没有口号式的鼓动性语言,只是准确地、客观地、实在地传递了冰淇淋机器、冰淇淋勺和制作冰淇淋等信息。因此,将以上广告翻译成汉语时,也应该用记实体。

 

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