In this paper the concepts of dialogic interaction, of circular communication and the role of logic and emotions will receive special attention. In the first part it will be shown that banks’ annual reports are a two-way communication where two heterogeneous subjects exchange information, and feed-back from them is crucial for a success. The second part will focus on the coexistence of logic and rhetoric in annual reports, which have often been considered linguistically distant from everyday interaction. To do this, examples of devices will be provided like the order of elements conveying positive or negative ideas, rhetorical questions, repetitions, metaphors and appeals directed at stakeholders. The third and last part of this paper will stress the importance of emotional linguistic tools with particular reference to the concepts of “central” and “peripheral” routes to persuasion (Petty et al. 1994).