解析广告语篇中的省略现象

Analysis of elliptical sentences in advertisements

省略是广告语篇的主要特征之一,它符合信息有效编码原则、语言的经济原则、合作原则以及交际本身的要求。广告语篇中省略的使用既拉近了广告商与消费者之间的距离,又突出了广告所要传达的主要信息。

Elliptical sentences are often used in advertisements. This explains the rule of effective arrangement of information and the principle of economy cooperative principle as well as the need of socialization. The elliptical expressions bridge the gap between advertisers and consumers and highlight what the advertisement intends to transfer.