Ascertaining the Flouted Maxims of the Cooperative Principles Within Nike’s Online Advertisement: Pragmatics Overview

Fikroni, Moh. Rofid (2023) Ascertaining the Flouted Maxims of the Cooperative Principles Within Nike’s Online Advertisement: Pragmatics Overview. In: Diskusi Periodik Dosen. (Unpublished)

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Abstract

Bearing in mind that communication is very essential within daily activities,
it needs to be as effective as possible, especially when it is related to achieve certain goals or purposes. In this particular case, the communication itself may be delivered in two ways; spoken (spoken discourse) and written (written discourse). Spoken discourse will be more related to face-to-face interaction between the speaker and the hearer. Meanwhile, the written discourse will involve the writer and the reader to interact in such a way through a piece of writing. Talking about an effective communication, both spoken and written, it should associate with the Grice’s theory of cooperative principles which should, at least, obey the four maxims; maxim of quality (being as true as possible), maxim of quantity (being as informative as possible), maxim of relation, (being relevant), and maxim of manner (being as clear as possible). However, these four maxims seem to be neglected most of the time within actual communication, particularly in written discourse in form of advertisement. Advertisement itself is commonly used to persuade the reader to do something.

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