摘要
省略在商业广告语篇中是常见的现象。本文通过关联理论、语境理论、图式理论来解说广告的省略。高度省略性的广告看似互不连贯的话语,但因为广告主和广告受众都遵循一个目的,相互配合,根据对方所提供的字面意义,推导出相应的隐含,这一点在商业广告中得到广泛的体现。
Omission is a common phenomenon in advertisement. The paper aims at explaining omission in advertising texts through Relevance Theory, Context theory and Schema theory. Highly-omitted advertisement seems non-coherent. However, advertisers and addressees can cooperate with each other to infer the corresponding implication from the literal information, which is well presented in advertising texts.
关键词
省略
广告语篇
话语分析
omission
advertising text
discourse analysis
