Assuming identities: the workings of intertextual metaphors in dating ads

In this article I propose an augmented pragmatic framework for interpreting metaphors of identity, built upon Grice's co-operative principle and incorporating Levinson's concept of uptake and Austin's notion of felicity. The framework is applied to a selection of intertextual identity metaphors drawn from The Guardian's dating ad column, ‘Soulmates’. First I provide a detailed exposition of the textual and discursive workings of a small selection of typical fictional metaphors in these dating ads, to show how co-textual selections steer interpretation and contribute to a metaphor's success, or felicity. Then discussion turns to consideration of how these textual and discursive processes might be mapped onto the proposed pragmatic framework of recognition, uptake and felicity.