The Maxims of Conversation Applied to Engligh and German Advertisements
Date
1997
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Swarthmore College. Dept. of Linguistics
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Thesis (B.A.)
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en_US
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Abstract
The Maxims of Conversation guide communication. This includes conversation as well as advertising. Because the Maxims of Conversation apply to both conversation and
advertisements, does it mean that the maxims are universal to all languages? This thesis
examines the principles of conversation and analyzes eight advertisements in English and
German to show a universality of the maxims between the languages. Furthennore, I
explore the gap between the semantics (what is actually said) and pragmatics (what is
inferred by the viewer) of advertising that is bridged by one of the maxims. My findings
report that a universality of the Maxims of Conversation exists among languages, and that
there is a problem between semantics and pragmatics, which rests primarily on the Maxim
of Quantity.