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This paper examines the Italian folk concept of bella figura in the framework of politeness-theories and the various binary conceptions it provides for explaining the nature of human communication. BF is a culture-specific understanding of self-projection in everyday discourse: It is both, a cognitive concept concerning the "beautiful" embodiment of self, and a performative concept concerning the active "figuring out" of a bella figura in order to avoid its contrary, the brutta figura. Thus, the figura-concept represents a pragmatic principle for acting in line with socially accepted norms setting out a reference frame for judging social endeavours according to a culture-inherent value system. Accordingly, affinities can be assumed between the figura-concept and the sociopragmatic core notions 'face' and 'politeness'. A comparison of the figura-concept with the respective first- and second-order conceptions of the two, reflects a cultural version of 'impression management' conceiving an image of self which coincides with Goffman's, but not at all with Brown and Levinson's face-concept. This makes it difficult to identify figura in relation to politeness. Connections and disconnections are discussed alongside the paradigmatic binary scales and the positive/negative value-attributes. Finally, the findings are verified by comparing the use of the respective expressions as evaluation tools. [ABSTRACT FROM AUTHOR]