Insurance sales in China has been notoriously known as exploitive in the use of interpersonal meaning. By integrating an overarching framework of Scollon and Scollon’s discourse system with other analytic framework

such as conversational analysis and interactional sociolinguistics

this paper proposes a framework to examine the dynamics of insurance sales-agent interactions in transformational China from a socio-cultural perspective. It sets out from generalizing the specific discursive patterns

and then examines the mediation of different frames as manifested by the management of topics and probes into the question of how identities are constructed

or even manipulated in the interactions between insurance sales agents and the prospective clients in transformational China.