Exploring Conversational Implicature within perfumes and condoms Advertisement Slogans Containing Sexual Innuendo

Abstract

This study investigates the creative use of conversational implicature in English advertisement slogans of perfumes, and condoms with sexual content. It explores how advertisers make use of certain linguistic tools and tacts such as flouting Grice's Cooperative Principles (maxims of relation, quantity, quality, and manner), to persuade consumers while abiding by advertising regulations. By the Analysis of 10 slogans, the research found the widespread use of particularized implicature and significant flouting of most maxims: there was a complete usage of particularized implicature, along with a 100% violation of the maxim of quantity and the maxim of manner. Additionally, there was a 75% violation of the maxim of quality, while no violations were found regarding the maxim of relevance.  The findings highlight how advertisers subtly promote their products while maintaining relevance for targeted audience to easily grasp the intended message. Furthermore, pragmatics teachers acknowledged the importance of stydying ads in pragmatics though some were cautious particularly in relation to sexual content. Future research should expand the scope of slogans and analytical techniques.

Keywords: Conversational implicature - Grice’s maxims – Advertisement Slogans – Perfumes and Condoms

DOI: 10.7176/JLLL/109-02

Publication date: January 31^st 2026