In this paper we introduce the basic concepts needed for the pragmatic analysis of a specific kind of magic poetry, namely Romanian love charms. We first distinguish between five types of love charms: (1) charms for love and beauty; (2) charms for knowing one's fated spouse; (3) charms for bringing one's fated spouse; (4) charms for hate; and (5) charms for undoing hate.

Our study concentrates on charm scenarios, i.e. on the instructions transmitted by charm-performers to the researcher. Each charm-scenario combines two sets of textual data: charm formulas (isolated verses or whole poems) and charm techniques. The technique texts contain prose directions concerning the nonverbal component of the charm.

After analyzing an example of each type of charm, we suggest that some rhetorical topoi of love charms (generally expressed by metaphors) should be understood as modal indications that "guide" the magic process by illustrating its ideal result.