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This article tries to describe, in conversational and rhetorical terms, what happens in ordinary interactions which take place in Italian supermarkets. We show how some conversational routines can be conceived as hidden rhetoric. In doing so, we follow some french scholars, such as Anscombre and Ducrot, who reinvent the relationship between information and rhetoric, giving the latter a more extensive meaning. The research, via natural data, shows how the way by which something is said and its use in a given context produces the meaning.