A paper illustrates this set of concepts with the idea of a cook asking for sugar not expecting a “trick spoon made of rubber” or “a good book.” Geoffrey Leech expanded on Robin Lakoff’s proposed variant of this set of concepts, which includes giving options. Under a “Neo” theory named for their originator, these concepts can be replaced by Horn’s lower-bounding Q-principle and upper-bounding R-principle. A member of this set of concepts titles a book by (*) Deirdre Wilson and Dan Sperber that argues the other three are not needed. The formulator of these concepts (10[1])contrasted the effects of violating and flouting them. Implicatures arise due to this set (10[1])of rules introduced in “Logic and Conversation,” which delineate aspects of the cooperative principle. For 10 points, name this set of four (10[1])principles in pragmatics that govern everyday speech, including quantity, quality, relation, and manner. ■END■