The browser you are using is not supported by this website. All versions of Internet Explorer are no longer supported, either by us or Microsoft (read more here:

Please use a modern browser to fully experience our website, such as the newest versions of Edge, Chrome, Firefox or Safari etc.

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


  • Khatia Chikhladze

Summary, in English

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.


Publishing year




Document type

Student publication for Bachelor's degree


  • Languages and Literatures


  • advertisement
  • logic
  • pragmatics
  • Grice
  • flout
  • maxim
  • conversation
  • implicature
  • inference.


  • Eva Klingvall