广告的翻译技巧：英文广告中的句型特色
英文广告中的句型特色
英语广告的句型多种多样，但最常用的句型有以下几类：
1）祈使句这是出现最多的句型。
例1：Askanyonewhoownsone.（汽车广告语）询问一下有这种车的人吧。
例2：Laydownyourarms.（桌子广告语）放下您的胳膊吧。
例3：Pleasedonotleaveittoolate.事不宜迟。
2）一般疑问句通常用在广告的前面。
例1：Haveyoueverdreamedofascendingthestepsofagreattemplebuilttothegods?（旅行社广告）您是否梦想过登上为众神修建的宏伟庙宇的台阶？
例2：Canatired,overworkedvoicecommandattentioninclass?一个疲惫、过劳的声音能吸引全班的注意力吗？
又如下面这个广告全部由一般疑问句构成：
PeoplewithPhDsshouldhaveinquiringminds.Considerthisasimpletest.
A)Doyouwanttoworkinworld-classresearchlaboratories?
B)Doyouwanttoapplyyourresearchskillstokeepasuccessfulbusinessatthecuttingedgeofworldtechnology?
C)DoyouwanttobuildyourcareerwithamajorinternationalcompanyheadquarteredinAustralia?
Ifyouranswerstothesequestionsare"yes",BHPwouldliketotalktoyou.
YourfirstchallengeistodiscovermorebycallingTheoniParthimos,ourSeniorPersonnelOfficer.
3）省略句在英语广告中，省略句比比皆是，甚至整篇广告都由省略句构成。
例：ServicedGreenfieldsitesaplenty.Readyfordevelopment.Forsale.Formanufacture.Forbusiness.Forservices.Forleisure.Amillionsquarefeetofready-to-wearpremise.Brandnewbusinessparks.Four-starconferencefacilities.Backedby14years'successinhelpingbusinesstorelocate,set-up,prosper,expand.
4)比较级比较级在广告中用得非常多，这是由于英语广告中有大量的形容词和副词做修饰语的缘故。
例1：Todayinbusinessfastisnolongerfastenough,evenfasterisstilltooslowtokeeppacewiththeincredibledemandsplacedonpeopleandthecomputerstheyworkwith.That'sonereasonwhyIBMdevelopedP60/D.60MHz64-bitPentiumChipcomputerssofast,sopowerful,itmakestoday'sconventionalcomputersliketheyaremovingatasnail'sspace.
例2：Thesedayssucceedinginbusinessmeansgettingmorecompetitiveandmakingtougherdecisions.
例3：ThenewMinoltaRivaZoom105EXisthemostcompactcamerainaveryprestigiousclass.
例4：Inshort,thestrongeryourcharacter,thebrighteryourfuture.
5)直接引语在英语广告中直接引语出现得很多，原因：一是直接引语使得广告显得形式活泼、新颖；二是采用直接引语从心理学的角度看可以增强说服力。
例1："It'slikewe'reallinthesameoffice.Theofficejusthappenstobespreadacross7,000milesofocean,"TomHughesMISDirector,Construction.
这是IBM公司的一则广告的开头语，通过该公司经理的话，使广告显得生动具体。
例2："ThroughtheNVQinitiativewehavediscoveredtalentsandcompetencieswewouldneverotherwisehaveknownabout."SaysIanMcDermotofPhilipsComponentsinBlackburn.
这是用人单位对NVQ职业培训机构的赞扬。
例3："Iwasafraidtodriveinthesnow.NotgreatwhenyouliveinAlaska."Fortunately,CarolKineaid,wholivesinAnchorage,sawaSuzuki4-doorSidekickondisplayanddecidedtogiveitatry."FromthetimeIgotbehindthewheel,itwastheoneforme.Yousitupsohigh,likeyouhavesomuchcontrol."Withfour-wheeldriveand1.6liter,16-valueengine,it'sunderstandable.Andhersnow-o-phobia?"MySidekickjustgoesrightthroughit,IneverknewwhatIwasmissing."Apparently,husbandJohnknewexactlywhathewasmissing."HewantedtodrivemySidekickfromthemomentIgotit,butIjustsaid,'noway'."TherewasonlyonethingleftforJohntodo."Youshouldhaveseentheneighbor'sfaceswhenhedroveupinhisSidekick,"Carolreports.Whoknewthatafterraisingtwokids,JohnandCarolwouldhavetwins?
这是一则汽车广告，通过直接引语生动地表现了汽车的功能。本文转载自www.yzbxz.com一支笔写作网
