Abstract: This thesis introduces the definition of ellipsis from the perspective of context of  pragmatics and expounds the four principles that ellipsis should comply with in advertisements. By means of listing some advertisement cases which use the ellipsis in situational context and cultural context, the paper analyses the reasons why the advertisements get success or failure. At the same time, the thesis explores the rhetorical effect produced by omitting different components. This study aims to realize the significance of the creation of the advertising language, deepen the understanding of English advertisements, help us to understand the writing and features of English advertisements and create more excellent English advertisements. 

Key words: context; ellipsis; advertisements; application

CONTENTS

Abstract

摘要

1. Introduction1

2. Literature Review 2

2.1 Definition of Ellipsis

2.2 Ellipsis and Context

2.3 Current Findings

3. The Principles of Ellipsis to Advertisements 6

3.1 Economic Principle

  3.2 Focus Principle

  3.3 Cooperative Principle

  3.4 Communicative Principle

4.Application of Ellipsis to Advertisements8

4.1 Ellipsis in Cultural Context

4.2 Ellipsis in Situational Context

5. Conclusion15

Bibliography.17

Acknowledgements18