Violations of Grice’s Maxims in Social Media Influencers’ Advertisements

Abstract

This research investigates the violations of Grice’s maxims (1975) in the discourse of Social Media Influencers’ (SMIs’) advertisements. Eight different advertisement videos from Snapchat of eight different SMIs are examined. A program named QDA Mine Lite is used to code the violations and to extract the frequencies of each violation in order to know the most violated maxim. As a result, the most violated maxim is the maxim of quantity, in which it is violated in three instances. The least violated maxims are the maxims of quality and manner in which they are only violated once.