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Elliptical Sentence

060201316

梁霞

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.

Let us compare the following two advertisements:
a. The Motorola cellular phone are

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baked and drenched to extreme. b. Baked. Drenched. Tested to the extreme. A Motorola cellular phone …

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What ?

Functions

Classification

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? 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?

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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.

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Short, Encouraging

The classifications of Elliptical sentence

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Omission of subject

OMISSION Omission of predicate Holophrastic Sentence

☆ Omission of subject
Can’t beat the feeling.

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的感觉。)

( 挡不住

省略主 语You 或We,

旨在表达人人都难
挡其魅力的自信。

☆ Omission of predicate
Eg.1

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No problem too large.
No business too small. 省略谓语is。

Eg.2
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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

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Eg.1 Juicer

Safe, Easy, Quick &with Fun.

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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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感谢聆听!
Thanks for your time!


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