Transcript Session Nine 九、 Frequent Use of Elliptical Sentences

Session Nine
九、 Frequent Use of
Elliptical Sentences
Advertising language m
and economical. This req
use concise and brief lan
the advertiser should ma
vey the greatest quantity
most concise manner, wh
syntax and terse diction.
(1) Into this glass, wash
this one, soap flake
new label improved
(Rubbly Ste
(2) Love in your heart
lifeguard in your ho
you trust complete
In example (1), prepositio
complete sentences. The se
leted like this: Put washing
Put soap flakes into this on
improved Rubbly Stergene
If you change the original e
Example (2) is form
without predicates. If w
to the original elliptical
one should be: The di
in your mind and lifegu
Example (3) is made u
when you fly Alitalia, the
Advertising is intended to
or service, in order that the
of their money. Elliptical s
render the style more con
are rhythmical and forcefu