广告英语中的省略现象初探

广告英语中的省略现象初探
摘  要
现代英美社会中快速的生活节奏，促使英语表达日趋简明畅达。英语中的省略现象因而日渐普遍，不少学者在这方面进行了研究。作者探讨了英语省略的本质及其限制条件，以及省略在广告中的运用。通过对省略在英语中的限制条件和分类的研究，文章分析了省略在英语中的使用方法，着重讨论省略在广告语篇结构中出现的各种成分省略的形态，指出广告语篇中的省略是在语义和语法作用下的省略，而语义的省略除了语境作用的省略外，还有逻辑意义的省略。广告英语中的省略打破了语言常规的手法，使话语具有了新颖性，从而来达到发布产品信息、推介产品的目的。对广告语篇中省略手法的运用进行分析，有助于更好地实现广告的宣传功能。

关键词： 广告，广告英语，省略
A Study of Ellipsis in Advertising English
 
ABSTRACT
The fast pace of life in modern Anglo-American society is making English increasingly accessible and concise. Therefore ellipsis in English is becoming increasingly popular, and many scholars have done some studies in this area. The author explores the essence of English ellipsis and its elided restrictions, and the use of ellipsis in advertising. Through the study of ellipsis restrictions and classifications in English, the author analyzes the usage of ellipsis in English, focusing on an analysis of the forms of ellipsis concerning with various component ellipsis and points out the ellipsis in advertising text is ellipsis under the effect of meaning and grammar while there are logical meanings besides semantic implications under the effect of context. The ellipsis in advertising English breaks the conventional language, filling the words with brand new meanings, thereby to achieve the purpose of promoting products. Through analyzing the application of ellipsis used in ad text, the publicity function of advertisement can be better achieved.

Key words: advertising, advertising English, ellipsis

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】