The Rhetorical Construction of Corporate Logos

This research is set in the context of today’s societies, in which the corporate visual symbology of a business, corporation or institution constitutes an essential way to transmit its corporate image. Traditional discursive procedures can be discovered in the development of these signs. The rhetorical strategies developed by the great classical authors appear in the logo-symbols expressing the corporate values of today’s companies. Thus, rhetoric is emerging once again in the sense it had many centuries ago: A repertory of rules that, paradoxically, standardizes the deviations of language and whose control is synonymous with power. The main objective of this study is to substantiate the rhetorical construction of logos using as a model of analysis the classical process of creating discourse. This involves understanding logos as persuasive discourses addressed to a modern audience. Our findings show that the rhetorical paradigm can be considered as a creative model for the con­struction of an original logo consistent with a company’s image.

Upper-Pleistocene terrace deposits in Mediterranean climate: geomorphological and source-rock control on mineral and geochemical signatures (Betic Cordillera, SE Spain)

Mineral and chemical composition of alluvial Upper-Pleistocene deposits from the Alto Guadalquivir Basin (SE Spain) were studied as a tool to identify sedimentary and geomorphological processes controlling its formation. Sediments located upstream, in the north-eastern sector of the basin, are rich in dolomite, illite, MgO and KB2BO. Downstream, sediments at the sequence base are enriched in calcite, smectite and CaO, whereas the upper sediments have similar features to those from upstream. Elevated rare-earth elements (REE) values can be related to low carbonate content in the sediments and the increase of silicate material produced and concentrated during soil formation processes in the neighbouring source areas. Two mineralogical and geochemical signatures related to different sediment source areas were identified. Basal levels were deposited during a predominantly erosive initial stage, and are mainly composed of calcite and smectite materials enriched in REE coming from Neogene marls and limestones. Then the deposition of the upper levels of the alluvial sequences, made of dolomite and illitic materials depleted in REE coming from the surrounding Sierra de Cazorla area took place during a less erosive later stage of the fluvial system. Such modification was responsible of the change in the mineralogical and geochemical composition of the alluvial sediments.

Eclipses, razón y superstición en las vidas de Nicias y Dión de Plutarco

A partir de un abordaje retórico-literario, nuestro objetivo es indagar las representaciones discursivas de los elementos supersticiosos en la biografía de Nicias y en la de Dión. Tomaremos como ejemplo el eclipse de luna narrado en Nicias 23 y reiterado en Dión 24, para demostrar que mediante la repetición del ejemplo en dos contextos distintos Plutarco nos invita a reflexionar sobre la superstición de un modo más atractivo que la mera exposición teórica de doctrinas filosóficas.

« "Le gênant", c‟est qu‟Olivier ne sera pas seul ». Le problème de l‟adjectif substantivé thématisé en français

Nous étudions dans cet article les tournures du type « Le gênant, c’est qu’Olivier ne sera pas seul », lesquelles sont fréquemment décrites, d’un point de vue formel, comme des structures de type article/adjectif substantivé. Après avoir analysé les propriétés morphosyntaxiques de notre tournure, nous montrons qu’en réalité on ne saurait parler d’adjectif substantivé par un article, dans la mesure où ni l’adjectif ne devient un substantif, ni l’article ne fonctionne comme un véritable article. Ce dernier, en effet, peut être défini comme un « article-démonstratif neutre ». Nous sommes dans cette perspective amené à repenser le schéma de l’article de la psychomécanique du langage, et à proposer du tenseur binaire guillaumien une vision élargie que l’on peut représenter par un schème trimorphe.

Les verbes causatifs dans les textes scientifiques : essai de typologie

La causalité est une des notions les plus fondamentales de la vie humaine. La vulgarisation scientifique se base sur l’établissement fréquent de relations causales par le truchement d'indices linguistiques. Ainsi, la causalité y est perceptible à l'aide de marques explicites, se manifestant au niveau lexical. Dans de nombreuses situations, afin de valider la relation causale, il faut récupérer des termes plus ou moins explicites qui apparaissent au niveau morphosyntaxique. Viennent enfin les procédés implicites d’expression de la cause ou "la causalité non marquée" linguistiquement.  

Assessment of the EEE-4 oral test: a discourse analysis based on complex networks.

With the development of information technology, the theory and methodology of complex network has been introduced to the language research, which transforms the system of language in a complex networks composed of nodes and edges for the quantitative analysis about the language structure. The development of dependency grammar provides theoretical support for the construction of a treebank corpus, making possible a statistic analysis of complex networks. This paper introduces the theory and methodology of the complex network and builds dependency syntactic networks based on the treebank of speeches from the EEE-4 oral test. According to the analysis of the overall characteristics of the networks, including the number of edges, the number of the nodes, the average degree, the average path length, the network centrality and the degree distribution, it aims to find in the networks potential difference and similarity between various grades of speaking performance. Through clustering analysis, this research intends to prove the network parameters’ discriminating feature and provide potential reference for scoring speaking performance.