TY - JOUR AU - Yusuf, Adi PY - 2020/04/29 Y2 - 2024/03/29 TI - LANGUAGE POWER: VIOLATING THE MAXIM OF QUALITY TO ACHIEVE GOOD COMMUNICATION AND TO KEEP CREDIBILITY JF - Education and Human Development Journal JA - EHDJ VL - 5 IS - 1 SE - Articles DO - 10.33086/ehdj.v5i1.1448 UR - https://journal2.unusa.ac.id/index.php/EHDJ/article/view/1448 SP - 65-72 AB - <p>One of various aspects to a series of activities on successful business is really influenced by the<br>appropriate use of language. Public Relations (PR) people, in order to make good communication with<br>their business partners, indeed need to have good understanding on language uses so that the business<br>activities are successful. One of the language uses can be identified through the principle of<br>communication, called “maxims”. The purpose of this paper is to describe the use of language and<br>contexts which lead us to violate the maxim of quality. This research used a descriptive qualitative<br>method. It was found that language may be used as a means to achieve enormous influence in a series of<br>marketing campaign. In addition, in line with the use of ‘the maxim of quality’, low power public<br>relations in a certain situation need to violate it in order to achieve good communication and to make<br>business activities successful at last. Furthermore, “a white lie” or “no comment” may become an<br>alternative way to make the hearer pleased and to save one’s credibility.</p> ER -