英文广告的体裁不拘一格，除了传统直陈式广告外，不乏各种新颖文体，充分体现了独特的广告创意，如对话体、故事体、书信体等等。
1．对话体
以对话形式撰写的广告多为电视、广播广告，给人以生动、亲切的感觉，例如下面这则酒类广告：
JOE STETSON: Happy returns. Mary?
BEST FRIEND: Thanks. Hate birthday. Getting on.
JOE STETSON: Nonsense. Look ahead! New sensations. New horizons.
BEST FRIEND: Salute optimism. Await evidence.
JOE STETSON: Personal example. Great discovery. New drink. Dry nim.
BEST FRIEND: Dry rum? Rocks in head?
JOE STETSON: Not at all. Rocks in drink. Rum-on-Rocks. Dry Puerto
Rican rum. Most important.
BEST FRIEND: More than one brand?
JOE STETSON: Of course. Subtle difference. People should experiment
Carioca here extremely good. As was saying-happy returns.
2．故事体
以故事的形式撰写广告，可以增加广告的趣味性，吸引消费者，如；
The Amazing Story of a Zippo That Worked
after Being Taken from the Belly ofa Fish
Mr. Henry Best, recently retired fishand game protector for the New
York State Conservation Department, told this remarkable but true story to
the Zippo man:
‘‘A party, just west of Cleverland on Oncids Lake, was fishing for Great Northern Pike in Three Mile Bay. They caught a Pike that weighed about 18 pounds. When they dressed the Pike, in the stomach was one of your lighters,
The Pike must have picked it off the bottom or could have grabbed it before it got to the bottom. The lighter was in fine shape which showed that it had not been lost long. The best part ofit was that the Zippo lit the first time."
Even for fisherman, it's quite a yam. But then there are thousands of
other Zippo lighters which have lived through adventures that would have
made brave Ulysses' hair stand on end.
The Zippo man is not surprised that the lighter worked. He makes every
one of his lighters to work. Not just for weeks, months or years, but forever!
Whether you buy your Zippo lighter in a store or find it in a fish, the
Zippo man offers you his same incredible guarantee: No matter how old it is
or what its condition, if a Zippo ever fails to work, he'Ilfix it free！
(Zippo打火机广告)
3．书信体
某些广告会以致消费者信的形式出现，为的是拉近与消费者的距
离，如：
A POSTAL PUZZLE
FOR YOU!
YOUR SPECIAL POST CARD IS A POSTAL PUZZLE
Your puzzle comes apart easily so you can put it together again.
Dear Valued Customer,
The spirit of independence. It's what being an individual is all about. No one understands that better than the folks back home. Give them a call this Independence Day.
Satisfying your individual communications needs is what the i Plan from
AT&T is all about. The i Plan offers a menu of savings and service options
to pick and choose from depending on when, where and how often you call.
Because everybody's different, every i Plan is different. Call us to help
design yours.
1 800 523-9675. Ext. 6025
i is for individual
荚文广告常见文体还有诗歌体、小说体、散文体、新闻体、公告体等等。随着对外经济文化交流的发展以及广告业与国际接轨，汉语广告文体也日益丰富多样。但是目前中国产品在海外的宣传力度还不够，中国产品的英文广告多见于中国主办的对外报刊，基本上均采用企业或产品简介的形式，内容沉闷，千篇一律。因此，中文广告在英译时要考虑如何突破原文的禁锢，灵活采用各种文体和生动活泼的广告语言，充分展现广告的魅力。 |
中文 
