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In this article, the language of advertising is considered as a set of persuasive strategies and corresponding communicative means which persuaders employ to communicate with the target audience and to promote the product, service, candidate, idea, etc. The arrangement of these strategies and means is determined by pragmatic and communicative goals of the advertising campaign.
In this paper, I argue that the main questions that arise in the process of making a dictionary of political metaphors - that of identifying live conceptual metaphors in a corpus of text - may be solved on the basis of a pragmatic approach, taking into account the reflections in a text of cognitive processes in the minds of its author and its reader. Certainly, this goal cannot be attained without a further fine-grained semantic analysis o f presumably metaphoric expressions in their linguistic and cultural context.
This article advocates an understanding of ‘positioning’ as a key to the analysis of identities in interaction within the methodological framework of conversation analysis. Building on research by Bamberg, Georgakopoulou and others, a performative, interaction-based approach to positioning is outlined and compared to membership categorization analysis. An interactional episode involving mock stories to reveal and reproach an inadequate identity-claim of a co-participant is analysed both in terms of practices of membership categorization and positioning. It is concluded that membership categorization is a core element of positioning. Still, positioning goes beyond membership categorization in a) revealing biographical dimensions accomplished by narration and b) by uncovering implicit performative claims of identity, which are not established by categorization or description.