ELLIPSIS AS A COHESIVE DEVICE IN ENGLISH PRINTED MEDIA ADVERTISEMENT

Suratni Suratni, Indiyah Imran

Abstract


ABSTRACT :
The aims of the research are to describe ellipsis as a cohesive device, to describe
the types of ellipsis and to describe the omitted words in the ellipsis of English
printed media advertisement. This research employs a descriptive analytical
method. The researcher identified ellipsis in advertisements from two
International magazines, Asian edition, namely Newsweek and Time. After
finding 50 data, she classified ellipsis into three main categories and their
sub-categories. She took 25 out of 50 data to be interpreted. The theories used in
this research were theory of ellipsis and cohesion mainly taken from Halliday
and Hasans Cohesion in English (1976). The findings of the skripsi covered
three main points. First, ellipsis in advertisement could be used as a cohesive
device. Sentences having references that were not overtly stated could be
understood through the anaphoric or cataphoric relationships. The uses of
ellipsis in advertisement are in order to fulfil the principle of economizing
language and space renting. Second, the types of ellipsis in the advertisement
are clausal ellipsis, nominal ellipsis and verbal ellipsis. Those types are apt to
the categories stated in theoretical reviews. Third, the omitted words in the
ellipsis are different in every category of ellipsis. The omitted words in the
clausal ellipsis are clauses namely subject-verb and question word verb. The
omitted words in the nominal ellipsis are elements of noun group, namely
determiner, descriptive adjective, noun phrase and qualifier. Meanwhile the
omitted words in the verbal ellipsis are a verb or verbs namely lexical verb and
operator verb

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