Elliptical Constructions of Advertisements Displayed on National Geographic Magazine

Satyawan Anshary, Riski Lestiono


Proper use of grammar is paramount as it affects the communication process between the addresser and the addressee. Ellipsis is one of the sub-topics in linguistics that focuses on the effective use of language in any type of discourse. To put it simply, ellipsis refers to the process of omitting/ellipting word(s) in any textual unit when the context is already established and can be assumed. This research is aimed at investigating: (1) the types of elliptical constructions found in advertisements of National Geographic Magazine and (2) the formulations of elliptical constructions in advertisements of National Geographic Magazine. A qualitative content analysis design was employed, taking all the advertisements found throughout the three issues of National Geographic Magazine from January to March 2018 as the research objects. All of the data were examined through the following steps: expert validation, identification, classification, and the elliptical operation analysis utilizing the concept of presupposition. The current study has revealed that all the three types of incohesive ellipsis were employed in the printed advertisements selected as the source material of this study. These three incohesive ellipsis types were: structural, situational, and textual, which are respectively 21, 18, and 6 data in total. These findings were associated heavily on the type of discourse used, the block-style language of printed advertisement is meant to be catchy, short, and effective for the readers upon delivering its information. This current study has come to its conclusion that ellipsis has colored the sentence formulations of advertisement in which economy contributes to its distinct features compared to other existing discourses.


Advertisement, ellipsis, National Geographic Magazine

Full Text:



Ary, D., Jacobs, L., & Razavieh, A. (2010). Introduction to research in education 8th edition. Boston: Wadsworth Cengange Learning.

Astuti, N., & Imaniah, I. (2019). An analysis of the tenth grade students’ difficulties on elliptical constructions at MAN 1 Kota Tangerang Selatan. Globish: An English-Indonesian Journal for English, Education, and Culture, 8(1), 10-17. doi: http://dx.doi.org/10.31000/globish.v7i2.1049

Bakti, D. P., & Laila, M. (2017). The analysis of elliptical construction in the transporter refueled movie: Discourse approach. (Skripsi), Universitas Muhammadiyah Surakarta, Surakarta.

Biber, D., Johansson, S., Leech, G., Conrad, S., & Finegan, E. (1999). Longman grammar of spoken and written English. Harlow: Pearson Education Ltd.

Broughton, G. (1990). The penguin English grammar A-Z for advanced students. London: Penguin Books.

Cook, G. (2001). The discourse of advertising. London: Routledge.

Crystal, D., & McLachlan, E. (2004). Rediscover grammar. Harlow: Pearson Education Ltd.

Debes, J. L., & William, C. M. (1978). Visual literacy, language and learning: provocative paper series I. Washington DC: Gallaudet College, Visual Literacy Center.

Downing, L. H. (2003). Text world creation in advertising discourse. Círculo de lingüística aplicada a la comunicación, 5(13), 1-8. doi: https://doi.org/10.14198/raei.2000.13.06

Fromkin, V., Rodman, R., & Hyams, N. (2018). An introduction to language. Melbourne: Cengange Learning Australia Pty Limited.

Halliday, M. A. K., & Hasan, R. (1989). Language, context, and text: Aspects of language in a social-semiotic perspective. Oxford: Oxford University Press.

Krauss, R. M. (2002). The psychology of verbal communication. International Encyclopaedia of the Social and Behavioral Sciences. London: Elsevier, 16161-16165.

Lunyal, V. (2014). Examining the discourse of perfume advertisements: An analysis of the verbal and the visual. Journal of NELTA, 19(1-2), 117-131. doi: https://doi.org/10.3126/nelta.v19i1-2.12085

Martin, J. R. (2001). The handbook of discourse analysis. In D. Tannen, H. E. Hamilton & D. Schiffrin (Eds.). Oxford: Blackwell Publishers Ltd.

Mikhchi, H. H. (2011). Standards of textuality: Rendering English and Persian texts based on a textual model. Journal of Universal Language, 12(1), 47-74. doi: https://doi.org/10.22425/jul.2011.12.1.47

Nugroho, A. D. (2009). The generic structure of print advertisement of elizabeth arden’s intervene: A multimodal discourse analysis. k@ta, 11(1), 70-84. doi: https://doi.org/10.9744/kata.11.1.70-84

Pérez-Marín, M. (2016). Critical discourse analysis of colombian identities and humanature in national geographic magazine (1903-1952). Mexico: University of New Mexico.

Quirk, R., & Greenbaum, S. (1990). A student's grammar of the English language. Harlow: Longman Group Ltd.

Quirk, R., Greenbaum, S., Leech, G., & Svartvik, J. (1989). A comprehensive grammar of the English language (2nd ed.). Longman Group Ltd.

Rosmiyati, E. (2019). Error on Elliptical Constructions made by the first semester to the English Study Program PGRI University of Palembang. ELTE Journal (English Language Teaching and Education), 6(2), 135-147. doi: http://dx.doi.org/10.31851/elte.v6i2.2325

Swan, M. (2005). Practical english usage. Oxford: Oxford University Press.

Tárnyiková, J. (1992). Chapters from modern English syntax II (A communicative approach). Olomouc: University of Palackého Press.

Widdowson, H. (2007). Discourse analysis. Oxford: Oxford University Press.

Yuen, C. Y. (2004). The construal of ideational meaning in print advertisements. Multimodal discourse analysis: Systemic functional perspectives, 2(1), 163-252.

Yule, G. (2016). The study of language. Cambridge: Cambridge.

DOI: https://doi.org/10.22219/kembara.v6i1.11760 | Abstract views : 113 | PDF views : 113 |

Copyright (c) 2020 Satyawan Anshary & Riski Lestiono

View My Stats

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.