Tim Wharton and Claudia Strey make the case that it is time to develop an account of how emotions are expressed and communicated and to fully integrate it into pragmatic theory. They discuss the descriptive ineffability of emotional communication and argue for the introduction of a new notion of ‘positive emotional effect’ to complement the existing notion of ‘positive cognitive effect’. They also suggest that recent developments in relevance theory, specifically work on indeterminacy of meaning and on procedural meaning, make it uniquely capable of accommodating these vaguer aspects of communication.