Ayesha Kinz ul Eman
Language is a persuasive element, with the choice of words advertisers work with mutual understanding with their audiences. This paper aims to examine how Grice’s cooperative principle functions in the tag lines of Pakistani advertisements. Language of advertisements can create conversational implicatures and can persuade stronger effect by violating and observing CP. The analysis will cover four conversational maxims on the tag lines of Pakistani advertisements. This penetration will attract audiences. With this, it is possible to look for the hidden meanings, which creates fascination among the audiences. Violation of maxim among different advertisements will also be analyze. A qualitative analysis will be carried out on how maxim of quality, quantity, relevance and manner can be seen in advertisements. Even though these maxims are not observed in ordinary conversation, still audiences are able to figure out hidden meanings. Writers try to make it relevant somehow through elements which are not quite relatable but manipulate and convince audience to think about it.
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