Grice's Maxims

• Maxim of Quantity - Where one tries to give as much information as possible
• Maxim of Quality - Where one tries to be truthful and does not give false evidence
• Maxim of Relevance - Where one includes relevant information to the conversation
• Maxim of Manner - Where one is clear, brief and orderly 

Brown and Levinson's Politeness theory

Brown and Levinson developed their face theory based on the desire to be liked. There are two different aspects of face; one being positive and the other negative.

A positive face is when a person has a constant image of themselves and portrays a desire to be appreciated and liked. A negative face is when a person has a desire for freedom and does not want to be imposed upon.