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Conversational Games of Advertising: A discussion from the perspective of Grice's maxims

Chikhladze, Khatia LU (2017) ENGK06 20172
English Studies
Abstract
This essay explores the employment of Grice’s maxims and conversational implicature in commercial advertising. Advertisers tend to flout Grice’s maxims to make a greater impact on customers. The interesting thing is that, as my analysis has shown, certain flouted maxims tend to co-occur. Moreover, flouting of the conversational maxims does not necessarily augment the impact. In fact, undue flouting of Grice’s maxims may cause a backlash, and either make the advertisement ineffective and a turnoff, or even damage the advertiser’s reputation. Hence, apart from identifying the patterns in which Grice’s maxims co-occur, my goal in this essay was to identify to what extent it is optimal to flout the conversational maxims, and which maxims play... (More)
This essay explores the employment of Grice’s maxims and conversational implicature in commercial advertising. Advertisers tend to flout Grice’s maxims to make a greater impact on customers. The interesting thing is that, as my analysis has shown, certain flouted maxims tend to co-occur. Moreover, flouting of the conversational maxims does not necessarily augment the impact. In fact, undue flouting of Grice’s maxims may cause a backlash, and either make the advertisement ineffective and a turnoff, or even damage the advertiser’s reputation. Hence, apart from identifying the patterns in which Grice’s maxims co-occur, my goal in this essay was to identify to what extent it is optimal to flout the conversational maxims, and which maxims play a more crucial role in making an advertisement ineffective. The analysis showed both more frequently occurring patterns and flouted maxims that can affect the effectiveness of an advertisement. (Less)
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author
Chikhladze, Khatia LU
supervisor
organization
course
ENGK06 20172
year
type
M2 - Bachelor Degree
subject
keywords
advertisement, logic, pragmatics, Grice, flout, maxim, conversation, implicature, inference.
language
English
id
8958890
date added to LUP
2018-09-25 08:11:45
date last changed
2018-09-25 08:11:45
@misc{8958890,
  abstract     = {This essay explores the employment of Grice’s maxims and conversational implicature in commercial advertising. Advertisers tend to flout Grice’s maxims to make a greater impact on customers. The interesting thing is that, as my analysis has shown, certain flouted maxims tend to co-occur. Moreover, flouting of the conversational maxims does not necessarily augment the impact. In fact, undue flouting of Grice’s maxims may cause a backlash, and either make the advertisement ineffective and a turnoff, or even damage the advertiser’s reputation. Hence, apart from identifying the patterns in which Grice’s maxims co-occur, my goal in this essay was to identify to what extent it is optimal to flout the conversational maxims, and which maxims play a more crucial role in making an advertisement ineffective. The analysis showed both more frequently occurring patterns and flouted maxims that can affect the effectiveness of an advertisement.},
  author       = {Chikhladze, Khatia},
  keyword      = {advertisement,logic,pragmatics,Grice,flout,maxim,conversation,implicature,inference.},
  language     = {eng},
  note         = {Student Paper},
  title        = {Conversational Games of Advertising: A discussion from the perspective of Grice's maxims},
  year         = {2017},
}