Flouted Maxims Used by the Host of Purbasari Indonesia  in Tiktok Live Shopping

Authors

  • Monica Josephine Petra Christian University
  • Herwindy Maria Tedjaatmadja Petra Christian University

DOI:

https://doi.org/10.9744/katakita.14.3.%25p

Keywords:

advertisement, flouted maxims, non-luxury brand, persuasive, TikTok Live

Abstract

This study examines the flouting of conversational maxims in TikTok Live shopping by Purbasari Indonesia using Grice’s (1975) Cooperative Principle. A qualitative descriptive method was applied, with data taken from a TikTok Live session conducted on September 13, 2025. Thirty utterances produced by the host were analyzed. The findings show that the host flouted the maxims of Quantity, Quality, and Relation. These floutings appeared through repetitive explanations, exaggerated promotional claims, and sudden topic shifts to maintain interaction. However, the maxim of Manner was generally observed, as the host used clear and easy-to-understand language. The study shows that flouting conversational maxims in TikTok Live serves persuasive and interactional purposes in live-commerce settings.

References

Abadi, T. W., & Ivoniasari, O. (2024). TikTok live streaming as a digital marketing communication media. The Journal of Society and Media, 8(2), 394–423. https://doi.org/10.26740/jsm.v8n2.p394-423

Al Fajri, M. S. (2017). The functions of conversational implicatures in print advertising. Jurnal Pendidikan Bahasa Dan Sastra, 17(1), 1–14. https://doi.org/10.17509/bs_jpbsp.v17i1.6953

Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149. https://doi.org/10.1016/j.jretconser.2022.103149

Cutting, J., & Fordyce, K. (2020). Pragmatics (4th ed.). Routledge. https://doi.org/10.4324/9781003010043

Grice, H. P. (1975). Logic and conversation. In P. Cole & J. L. Morgan (Eds.), Syntax and semantics: Vol. 3. Speech acts (pp. 41–58). Academic Press.

Hu, M., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019–1041. https://doi.org/10.1108/INTR-03-2019-0082

Hwang, J., & Youn, S. (2023). From brick-and-mortar to livestream shopping: Product information acquisition from the uncertainty reduction perspective. Fashion and Textiles, 10(1), 7. https://doi.org/10.1186/s40691-022-00327-3

Kapferer, J.-N., & Valette-Florence, P. (2018). The impact of brand penetration and awareness on luxury brand desirability: A cross country analysis of the relevance of the rarity principle. Journal of Business Research, 83, 38–50. https://doi.org/10.1016/j.jbusres.2017.09.025

Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405–413. https://doi.org/10.1016/j.jbusres.2017.08.023

Lin, K., Fong, L. H. N., & Law, R. (2022). Live streaming in tourism and hospitality: A literature review. Asia Pacific Journal of Tourism Research, 27(3), 290–304. https://doi.org/10.1080/10941665.2022.2061365

Maulida, F. R. (2015). The flouting of conversational maxims in make-up advertisements found in People StyleWatch Magazine. Lexicon, 4(1), 11–21. https://doi.org/10.22146/lexicon.v4i1.42131

Mubarok, M. H., Madonna, M., & Reza, F. (2024). Host communication styles and language variations in context of TikTok live-streaming commerce. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 23(1), 77–90. https://doi.org/10.32509/wacana.v23i1.3531

Yang, J. (2019). Analysis of Hedges in English Advertising from the Perspective of Cooperative Principle. OALib, 06(06), 1–12. https://doi.org/10.4236/oalib.1105441

Zhang, N. (2023). Product presentation in the live-streaming context: The effect of consumer perceived product value and time pressure on consumer’s purchase intention. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1124675

Downloads

Published

2026-09-30

Issue

Vol. 14 No. 3 (2026)

Section

Articles

License

Copyright (c) 2026 Monica Josephine, Herwindy Maria Tedjaatmadja

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. 
    2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal. 
    3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).