Let us compare the following two advertisements：
a. The Motorola cellular
baked and drenched to extreme. b. Baked. Drenched. Tested to the extreme. A Motorola cellular phone …
? Elliptical sentence is a sequence of words in which some parts have been omitted, such as omission of subject, predicate and others. It actually incomplete in structure but complete in meaning.
What are functions of Elliptical sentence in advertisement?
One most important principle of advertisement:
KISS Keep it short and sweet!
So the adoption of elliptical sentences can spare more print space, and take less time for readers to finish reading. In addition, a group of sentence fragments may gain special advertising effectiveness.
The classifications of Elliptical sentence
Omission of subject
OMISSION Omission of predicate Holophrastic Sentence
☆ Omission of subject
Can’t beat the feeling.
省略主 语You 或We,
☆ Omission of predicate
No problem too large.
No business too small. 省略谓语is。
Ford, safe, quick and with fun, a work of art.
It is easier to remember the advantages of Ford car
☆ Omission of subject and predicate
Safe, Easy, Quick &with Fun.
Eg.2 ? You’ll enjoy relaxed sunny days. Warm crystal clear lagoons. Cool green foliage. Waterfalls. Flowers.Exotic scents. Bright blue skies. Secluded beaches. Graceful palms. Breathtaking sunsets. Soft evening breezes. And food that’s simply outstanding.
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