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If in conversation someone uses a locution, call it L1, that appeals to context, the next locution, L2, is determined by a maxim that derives from a limited set of categories, for example relevance, that are used to assess the sense and significance of L1.

Suppose at a genteel tea party, A says "Mrs. X is an old bag." There is a moment of appalled silence, and then B says "The weather has been quite delightful this summer, hasn't it?"

Here, B has blatantly refused to make what he says relevant to A's preceding remark. He thereby implicates that A's remark should not be discussed and, perhaps more specifically, that A has committed a social gaffe.

The example is from Grice's Logic and Conversation.