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1、AStudyonEllipsisinEnglishAdvertisingDiscourse(20141181韦盼盼)Abstract:Asanimportantcohesiondevice,ellipsisisavitalphenomenoninthelanguageuse.Especiallyitiswidelyusedandplaysacrucialroleintheadvertisingdiscourse.Thispaperwillanalyzethebasis,characteristicsandfunctionsofellipsisinthe
2、Englishadvertisingdiscourse,inordertoshowthatellipsisisnotonlytheimportantcohesiondevicefordiscoursesbutalsocanmeettheneedsoftextrhetoricinadvertising.Keywords:ellipsis,Englishadvertisingdiscourse,cohesion1.IntroductionEllipsisisanimportantlanguagephenomenon,andavitalmeansoflang
3、uagecohesioninEnglish.Itcanbesimplydefinedas“substitutionbyzero'5.Mainfunctionsofellipsisaresavingwords,avoidingrepetition,andmakingthetextsconcise.Meanwhile,ellipsisisameansofrhetoricaldeviceswhichbelongstosyntaxstructure.Themajorfunctionofadvertisementsistopersuadereadersinsta
4、ntly.Ingeneral,anadvertisementshouldexpressthemostinformationinalimitedlength.Itshouldsimplifythelessimportantinformation,andemployellipticsentenceswhichcanmakethetextsclear,prominent,compactandeye-catching.Therefore,employingellipsiscanmakeanadvertisementmoreeye-catching.Ellipt
5、icsentencesarethemosttypicalformandfeatureofadvertisements.ThispaperwillanalyzetheEnglishadvertisements,andtrytofindtheellipsisintheadvertisements,whichmayprovidesomesuggestionswhenwearereadingtheEnglishadvertisements.2.EllipsisAccordingtoHalliday&Hasan(2001,88),"Ellipsisastheom
6、issionofanitem,itcanbeinterpretedasthatformofsubstitutioninwhichtheitemisreplacedbynothing”.Wherethereisellipsis,thereisapresupposition,inthestructure,thatsomethingistobesupplied,or"understood^.Thisisnotquitethesamethingassayingthatwecantellfromthestructureofanitemwhetheritisell
7、ipticalornot.Anitemisellipticalisitsstructuredoesnotexpressallthefeaturesthathavegoneintoitsmake-up——allthemeaningfulchoicesthatareembodiedit.Inotherwords,ellipsisoccurswhensomethingthatisstructurallynecessaryisleftunsaid;thereisasenseofincompletenessassociatedwithit.Andtheessen
8、tialcharacteristicofellipsisisthatsomethingwhic
