In this paper, we mainly study the positions of the closed and open sequences in the generalized text perspective;meanwhile,we also study the influences which government boundaries and layers have made to the positions.

The application of the theory of ellipsis to ad texts is both a new attempt and a challenging job.

The object of my research is the latter, namely, to analyze the ad text in order to cognize the language in this kind of text rationally and enri.

On the Textual Cohesive Ability of Pun in Advertising Discourse

Through raising problems and answering problems in the discourse,it can arouse the interests and attention of the readers,which is just the requirement of the advertising discourse.

Meanwhile it is well-known that advertising discourse is highly goal-directed and communication-oriented.

The English advertisement discourse could be analyzed from different angles and by different means,and semantic cohesion device is one of them.

As to advertisement discourses,using connective words can not only facilitate coherence of the discourse,but also more importantly convey information and create new semantic content to realize communicative functions of ad.

Considering of the features of advertisements; it goes further to generalize and analyze two different situations violating CP with examples in advertisement discourse.

A memetic approach to the intertextuality of advertising texts;

The study of advertising text has aroused the interest of linguists and other scholars from different fields such as, linguistics,sociology,translation and so on.

The paper aims at explaining omission in advertising texts through Relevance Theory, Context theory and Schema theory.