Authorial Voice Behind the Use of Multimodal Metaphors in Fashion Magazine Advertising

This paper proposes the integration into a coherent whole of current insights from two linguistic approaches, cognitive and systemic functional linguistics, with the aim of trying to develop an analytical tool that will allow users a deeper understanding when examining advertising discourse, which is characterized by relying on a multimodal universe since two are the semiotic modes used: language and pictures. Under this framework, two different advertisements, taken from two magazines, Telva and Gentleman, have been analyzed with specific attention to the role of the authorial voice. The goal is twofold: firstly to investigate how, in every advertisement, this multimodality works towards presenting a particular product from a very desirable and attractive perspective; and secondly to unravel the values and ideology behind the use of this type of discourse. The results show that values such as those of exclusivity or refinement (first advert) or having a perfect shape (second advert) are highly valued in the culture where those adverts are embedded

Global and Local Agendas: The Milan Urban Food Policy Pact and Innovative Sustainable Food Policies in Euro-Latin American Cities

This paper analyzes the relationship between the construction of international agendas and new sustainable local policies. Specifically, it analyzes the framework of sustainable food policy building at global and local scales. In this sense, we explore the international agreement called the Milan Urban Food Policy Pact, and its influence on the development of local and global sustainable food-related policies through different innovative methods. To this end, the process of building the international alliance of local governments for the development of sustainable food systems is analyzed first, and secondly, its locations are investigated through the public actions and programs in three cities of the Euro-Latin American region: Madrid, Quito, and Valencia. Two conclusions are clear after our qualitative study: on one hand, local policies are designed and implemented through a double strategy: the substantive construction of the policy and its inclusion in the global agenda. On the other hand, both dimensions are fundamental and reinforce each other, specifically in the case of urban sustainable food policy.Fac. de Ciencias Políticas y SociologíaTRUEpu

Innovación docente y máster de Secundaria

Descripción de un proyecto de innovación docente, actualmente en fase de realización en la Universidad de Valladolid. Su objetivo principal, al margen de desarrollar un nuevo canal de comunicación, una nueva metodología docente necesaria en tiempos de cambio en el sistema educativo universitario, es mantener una red de profesorado proveniente del ámbito universitario y de la educación secundaria, unidos por el interés docente y por la defensa de las lenguas clásicas

A cognitive-based approach to President Obama´s educational discourse through the lens of his State of the Union Addresses (2009-2016)

In order to gain a cultural understanding of the discourse on education used by President Obama, this article examines the source domains commonly used to refer to education in his State of the Union Addresses, from the time he took office in 2009 to 2016 when he will leave office. The study will proceed by applying insights from Conceptual Metaphor Theory (CMT), within the field of cognitive linguistics, supplemented by the Metaphor Identification Procedure (MIP) developed by the Pragglejazz Group. The source domains identified and discussed are: COMPETITION and ECONOMICS. In fact, the strong coherence in Obama's speeches relies on the use of the story of competition as the concept that is repeated in and across speeches and that works as a persuasive device by framing reality and directing the audience's thinking, perception and even action

How Women Are Imagined Through Conceptual Metaphors in United Nations Security Council Resolutions on Women, Peace and Security

United Nations Security Council Resolution 1325 is a landmark pronouncement on the Women, Peace and Security Agenda. Not only does this resolution highlight the important role of the involvement of women in peace processes, but it also stresses the importance of their equal participation in all efforts for the maintenance and promotion of peace. Furthermore, it also triggers the approval of some other resolutions, which are all further elaborations on that first document. The aim of this paper is to analyse, from a cognitive linguistic perspective, the way in which women are actually narrated in these pronouncements by means of the two conceptual metaphors that are most often repeated: WOMEN ARE VICTIMS, typically found in earlier resolutions, and WOMEN ARE AGENTS OF CHANGE, as the metaphor that has gained more strength and visibility as new resolutions have continued to appear. As metaphors are the cognitive lenses we use to make sense of abstract concepts, it is important that we look closely at each of those metaphors to see how they shape the characterization of women in times of armed conflict and post-conflict and, in doing so, how they guide our understanding and behaviour towards them

Comparativa de protocolos de recuperación de rotura de ligamento cruzado anterior de la rodilla en el fútbol profesional y amateur

La lesión dentro del deporte es un proceso complejo con un gran impacto a nivel tanto socio-económico como en la salud y el rendimiento del deportista. Debido a la amplitud de este campo de investigación el presente trabajo se centra en el estudio de una lesión, denominada de gravedad, la rotura del ligamento cruzado anterior de la rodilla. La elección de esta lesión, como mayor exponente de repercusión de una lesión y en específico en el fútbol, deporte de mayor transcendencia en nuestra sociedad, hace este caso un magnífico ejemplo para apreciar la complejidad del proceso de recuperación de un deportista. Esto se hará analizando el proceso de recuperación de dicha lesión desde el momento que se produce hasta la vuelta del deportista a la competición, centrando la atención en la figura del readaptador, como profesional de la actividad física, y las técnicas de recuperación funcional, reentrenamiento al esfuerzo y trabajo preventivo que se utilizan. Para ello se lleva a cabo el análisis de un caso real a nivel profesional, en la Primera División Española, durante la temporada 2011/2012 y además se valora la situación actual del proceso de rehabilitación y readaptación a nivel amateur mediante la comparación con un caso real de categoría juvenil

Host and Guests Revisited: Tourism Issues of the 21 st Century.

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LA IMAGEN TURÍSTICA DE LAS REGIONES INSULARES: LAS ISLAS COMO PARAÍSOS

     The problems of the islands constitute a theoretical solid body analyzed from different disciplines, economy, geography, ecology, etc. One of the main problems of the islands is the shortage of economic resources that not only allow a development economic, but a sustainable development. In this context the tourism is constituted in an economic agent and of vital development for these regions. Now then this relationship island-tourism presents characteristic own and complex. In this article we seek to explore the tourist image of the islands, how they are built and that consequences are derived.     Los problemas de las islas constituyen un sólido cuerpo teórico analizado desde diferentes disciplinas, economía, geografía, ecología, etc. Uno de los problemas principales de estas regiones es la escasez de recursos económicos que permitan un desarrollo, no sólo en términos de economía, sino un desarrollo sostenible1. El turismo se constituye por tanto como un agente económico y de desarrollo que las regiones insulares no pueden permitirse desaprovechar. Ahora bien, esta vinculación turismo-islas, presenta características propias y complejas. En este artículo pretendemos explorar la importancia de la imagen turística de las regiones insulares, cómo se construye y cuáles son la consecuencias derivadas de este tipo de imagen turística y no de otra