This research aims at analyzing the occurrence of flouting the conversational maxims in the
musical fantasy movie Beauty and the Beast. The study uses qualitative methods and intends to
answer five research questions. The first question to answer is how often the conversational maxims
are flouted in the movie. The research finds one hundred two conversations that contain flouting of
the conversational maxims. The second to answer is what types of conversational maxims are flouted
in the conversations in the movie. The research shows that twenty-eight conversations flout maxim
of quantity, thirty-six conversations flout maxim of quality, eighteen flouts maxim of relation or
relevance, and twenty conversations flout maxim of manner. The third question to answer is who
flout the conversational maxims in the movie. The study reveals that sixteen characters flout the
conversational maxims. Then the fourth question to answer is the characters’ reasons of flouting the
conversational maxims in the movie. The research shows that the speaker flouts the maxim for
various reasons according to what maxim that is flouted. Finally, this research also intends to find
out the implicatures of the characters’ utterances when they flout the conversational maxims in the
movie. The analysis shows that flouting of conversational maxims always generates implicature or
hidden meaning. This implied meaning varies based on the speaker’s intention and the type of maxim
that he/she flouts.