The omission of part of a language structure. In conversation, ellipsis is frequently used for economy and to affirm a sense of informality. For example, in the exchange

Coming?

Soon.

the ellipted words are ‘Are you’ and ‘I will be (coming)’ respectively. Ellipsis is commonplace in advertising. Frequently, ellipsis involves the omission of grammatical words such as prepositions and articles. Ellipsis gives a sense of replicating spoken language, establishing apparent closeness between text and reader.