Flouting maxims in Thai mobile network advertisements on television

This study aims to examine the flouting of Maxims found in Thai mobile network advertisements released from 2016 to 2017 on Thai television by using Herbert Paul Grice’s theories of the Cooperative Principle and Flouting Maxims to analyze the selected data, which was collected from the advertisement...

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Main Author: Jomchaya Mangmati
Other Authors: Chawadon Ketkaew
Format: Independent Study
Language:English
Published: เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่ 2020
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Online Access:http://cmuir.cmu.ac.th/jspui/handle/6653943832/69781
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Institution: Chiang Mai University
Language: English
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spelling th-cmuir.6653943832-697812020-10-06T08:04:56Z Flouting maxims in Thai mobile network advertisements on television การละเมิดหลักความร่วมมือแบบมีนัยยะในโฆษณาเครือข่าย โทรศัพท์มือถือไทยทางโทรทัศน์ Jomchaya Mangmati Chawadon Ketkaew Sumintra Maklai Mobile network Television Thai mobile network This study aims to examine the flouting of Maxims found in Thai mobile network advertisements released from 2016 to 2017 on Thai television by using Herbert Paul Grice’s theories of the Cooperative Principle and Flouting Maxims to analyze the selected data, which was collected from the advertisement dialogues. The appropriate dialogues used included the narrator and the presenters’ conversations which illustrate the interactions between them. The advertisements produced and released in that time frame were interesting because the fourth generation of broadband mobile network technology was the trend, and the mobile operators competed with each other in promoting their products and services. The fourteen samples of Thai mobile network advertisements were collected from the website www.youtube.com by selecting samples of conversations where speakers flouted the various maxims. The selected data were analyzed in terms of types of Flouting Maxims, the number of maxims flouted categorized by brand, and the language techniques used in flouting the maxims. In terms of the types of Flouting Maxims, the results of this study revealed that in fourteen samples, the maxims were flouted twenty-four times in total. The Maxim of Manner was flouted the most at nine times, the Maxims of Quantity and Relation were flouted seven times each, and the Maxim of Quality was flouted only one time. In terms of the number of maxims flouted categorized by brand, the results of this study revealed that flouting the Maxims of Manner and Quantity were found in Dtac advertisements the most, flouting the Maxim of Relation was found the most in the advertisements for AIS and Dtac, and flouting the Maxim of Quality was mostly found in TrueMove advertisements. In terms of the language techniques used in flouting the maxims, the results of this study revealed that ambiguity was most frequently used in the fourteen samples to flout the Maxim of Manner, followed by an evasive response used to flout the Maxim of Relation. Insufficient information, excessive information, or repetition were moderately used in order to flout the Maxim of Quantity. The language technique referred to as a rhetorical question was used the least in the fourteen samples to flout the Maxim of Quality. Interestingly, the results also revealed that flouting different maxims in the same advertisement was commonly found as well. 2020-10-06T08:04:55Z 2020-10-06T08:04:55Z 2020-06 Independent Study (IS) http://cmuir.cmu.ac.th/jspui/handle/6653943832/69781 en_US เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่
institution Chiang Mai University
building Chiang Mai University Library
continent Asia
country Thailand
Thailand
content_provider Chiang Mai University Library
collection CMU Intellectual Repository
language English
topic Mobile network
Television
Thai mobile network
spellingShingle Mobile network
Television
Thai mobile network
Jomchaya Mangmati
Flouting maxims in Thai mobile network advertisements on television
description This study aims to examine the flouting of Maxims found in Thai mobile network advertisements released from 2016 to 2017 on Thai television by using Herbert Paul Grice’s theories of the Cooperative Principle and Flouting Maxims to analyze the selected data, which was collected from the advertisement dialogues. The appropriate dialogues used included the narrator and the presenters’ conversations which illustrate the interactions between them. The advertisements produced and released in that time frame were interesting because the fourth generation of broadband mobile network technology was the trend, and the mobile operators competed with each other in promoting their products and services. The fourteen samples of Thai mobile network advertisements were collected from the website www.youtube.com by selecting samples of conversations where speakers flouted the various maxims. The selected data were analyzed in terms of types of Flouting Maxims, the number of maxims flouted categorized by brand, and the language techniques used in flouting the maxims. In terms of the types of Flouting Maxims, the results of this study revealed that in fourteen samples, the maxims were flouted twenty-four times in total. The Maxim of Manner was flouted the most at nine times, the Maxims of Quantity and Relation were flouted seven times each, and the Maxim of Quality was flouted only one time. In terms of the number of maxims flouted categorized by brand, the results of this study revealed that flouting the Maxims of Manner and Quantity were found in Dtac advertisements the most, flouting the Maxim of Relation was found the most in the advertisements for AIS and Dtac, and flouting the Maxim of Quality was mostly found in TrueMove advertisements. In terms of the language techniques used in flouting the maxims, the results of this study revealed that ambiguity was most frequently used in the fourteen samples to flout the Maxim of Manner, followed by an evasive response used to flout the Maxim of Relation. Insufficient information, excessive information, or repetition were moderately used in order to flout the Maxim of Quantity. The language technique referred to as a rhetorical question was used the least in the fourteen samples to flout the Maxim of Quality. Interestingly, the results also revealed that flouting different maxims in the same advertisement was commonly found as well.
author2 Chawadon Ketkaew
author_facet Chawadon Ketkaew
Jomchaya Mangmati
format Independent Study
author Jomchaya Mangmati
author_sort Jomchaya Mangmati
title Flouting maxims in Thai mobile network advertisements on television
title_short Flouting maxims in Thai mobile network advertisements on television
title_full Flouting maxims in Thai mobile network advertisements on television
title_fullStr Flouting maxims in Thai mobile network advertisements on television
title_full_unstemmed Flouting maxims in Thai mobile network advertisements on television
title_sort flouting maxims in thai mobile network advertisements on television
publisher เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่
publishDate 2020
url http://cmuir.cmu.ac.th/jspui/handle/6653943832/69781
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