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.

From labelling to social aid for immigrants in the 21st Century

Migration is as old as humanity, but since the 1990s migration flows in Western Europe have led to societies that are not just multicultural but so-called «super-diverse». As a result, Western towns now have very complex social structures, with amongst others large amounts of small immigrant communities that are in constant change. In this paper we argue that for social workers to be able to offer adequate professional help to non-native residents in town, they will need balanced view of ‘culture’ and of the role culture plays in social aid. Culture is never static, but is continually changing. By teaching social workers about how to look at cultural backgrounds of immigrant groups and about the limitations of then role that culture plays in communication, they will be better equipped to provide adequate aid and will contribute to making various groups grow towards each other and to avoid people thinking in terms of ‘out-group-homogeneity’. Nowadays, inclusion is a priority in social work that almost every social worker supports. Social workers should have an open attitude to allow them to approach every individual as a unique person. They will see the other person as the person they are, and not as a part of a specific cultural group. Knowledge about the others makes them see the cultural heterogeneity in every group. The social sector, though, must be aware not to fall into the trap of the ‘inclusion mania’! This will cause the social deprivation of a particular group to be forgotten. An inclusive policy requires an inclusive society. Otherwise, this could result in even more deprivation of other groups, already discriminated against. Emancipation of deprived people demands a certain target-group policymaking. Categorized aid will raise efficiency of working with immigrants and of acknowledging the cultural identity of the non-natives group. It will also create the possibility to work on fighting social deprivation, in which most immigrants can be found.

La construcción de una relación con los espectadores en la continuidad televisiva

El presente trabajo tiene como objetivo evaluar hasta qué punto las cadenas de televisión generalista en España adoptan estrategias de comunicación coherentes, sólidas y atractivas a la hora de construir una relación con los espectadores en su continuidad. Para ello, se aplica un análisis del discurso verbal a una muestra de piezas de continuidad televisiva de La1, Antena3, Telecinco y TV3. El análisis de las características enunciativas de las piezas muestra que, más allá de sus especificidades (en relación a la proximidad con los espectadores, su grado de directividad o su vinculación con ciertas identidades), los discursos de la continuidad de las cadenas requieren mayor coherencia y capacidad de diferenciación, más aún en un contexto de pérdida de prominencia social de la televisión generalista.

Crisis communication in politics: forgiveness as image restoration tool

Crisis communication is a widely treated field. There are lot of works and guides which provide helpful information in order to face crisis situations successfully (Alcat, 2005, Benoit, 1997) and articles about case studies (Nespereira, 2014, Blaney y Benoit 2001). Nonetheless, most of times, these guides are focused on business or corporations (Abeler, 2010) and there are not such information about crisis communications in politics (Gaspar e Ibeas, 2015). The field is smaller if we speak about forgiveness as restoration image tool in politics (Harris 2006). Despite all, we live in “forgiveness era” as Krauze said (1998) where people demand to politicians to apologize when they have mistakes (Harris et al. 2006:716). So, we will try to make an approach to forgiveness in politics as a image restoration tool and analyze its capabilities in order to face crisis management.

Narrative Deliberation? On Storytelling as a Necessary Component of Public Deliberation

This paper deals with the place of narrative, that is, storytelling, in public deliberation. A distinction is made between weak and strong conceptions of narrative. According to the weak one, storytelling is but one rhetorical device among others with which social actors produce and convey meaning. In contrast, the strong conception holds that narrative is necessary to communicate, and argue, about topics such as the human experience of time, collective identities and the moral and ethical validity of values. The upshot of this idea is that storytelling should be a necessary component of any ideal of public deliberation. Contrary to recent work by deliberative theorists, who tend to adopt the weak conception of narrative, the author argues for embracing the strong one. The main contention of this article is that stories not only have a legitimate place in deliberation, but are even necessary to formulate certain arguments in the fi rst place; for instance, arguments drawing on historical experience. This claim, namely that narrative is constitutive of certain arguments, in the sense that, without it, said reasons cannot be articulated, is illustrated by deliberative theory’s own narrative underpinnings. Finally, certain possible objections against the strong conception of narrative are dispelled.

Metáforas del amor en la poesía de la Grecia antigua (I): la épica y la lírica arcaicas

Partiendo del concepto de metáfora cognitiva, que complementa al más conocido de metáfora literaria, y analizando la base conceptual que a ambas subyace, pretendemos un cuidadoso análisis de los textos de poesía épica y lírica arcaicas, sin olvidar la importancia fundamental del contexto cultural en que estos surgen, para obtener una mejor comprensión de la forma en que los griegos conceptualizaban el sentimiento amoroso.

Linguas en contacto na escrita electrónica galega

La escritura electrónica es en la actualidad una modalidad gráfica de gran éxito que en los últimos años comenzó a ser albo de diversas investigaciones lingüísticas. Sin embargo, un análisis exclusivamente gramatical, desvinculado del medio social en el que se utiliza, parece insuficiente para entender un fenómeno de tal complejidad. Consecuentemente, analizamos sus características en base a los condicionamientos sociolingüísticos presentes en el caso gallego. Así, examinamos las implicaciones de la situación de contacto y conflicto lingüístico entre el gallego y el español, señalamos las motivaciones de la alternancia de código y de las interferencias lingüísticas –que no siempre coinciden con las que operan en la lengua común- y observamos que estas prácticas son consecuencia de la confluencia de factores sociolingüísticos con otros de naturaleza pragmática.

Análisis pragmático contrastivo inglés/español de la intensificación verbal en textos literarios

El objetivo de este trabajo consiste en comparar las funciones pragmáticas de una estructura intensificadora en español peninsular formada con la partícula venga (venga a + infinitivo) con estructuras intensificadoras en inglés. Para ello, analizamos los factores sintácticos, semánticos y pragmáticos que el traductor tiene en cuenta a la hora de usar esta estructura en la traducción al español. El corpus lo componen fragmentos de obras literarias extraídas en Google Books. Los resultados demuestran que con esta construcción se consigue transferir al español no sólo efectos semánticos (iteración), sino también pragmáticos, como la evaluación del hablante (desacuerdo, sorpresa, etc.).

Expresiones no verbales como enunciados realizativos: construcciones preposicionales y apelaciones enfáticas

El presente estudio revisa la caracterización de los enunciados realizativos, deteniéndose en aquellos que no presentan estructura oracional. Así, analizaremos las expresiones no verbales que presentan las características propiamente performativas: construcciones preposicionales encabezadas por núcleos ´locativos`, ´sumativos` y ´sustractivos` y apelaciones enfáticas. En este sentido, podremos determinar el valor de las preposiciones que introducen sintagmas equivalentes a predicados con sentido realizativo. Por otro lado, distinguiremos dos modos de enunciar en relación con la descortesía y la adulación: insultos y halagos. Dichas expresiones se describirán desde una perspectiva gramatical y prosódica, de modo que se atenderá a su capacidad para reproducir enunciados realizativos convencionales y de orientar el acento y la inflexión melódica a la transformación cognitiva y emocional de la realidad del individuo receptor.

Motivating film title translation: a cognitive análisis

This proposal is a non-quantitative study based on a corpus of real data which offers a principled account of the translation strategies employed in the translation of English film titles into Spanish in terms of cognitive modeling. More specifically, we draw on Ruiz de Mendoza and Galera’s (2014) work on what they term content (or low-level) cognitive operations, based on either ‘stands for’ or ‘identity’ relations, in order to investigate possible motivating factors for translations which abide by oblique procedures, i.e. for non-literal renderings of source titles. The present proposal is made in consonance with recent findings within the framework of Cognitive Linguistics (Samaniego 2007), which evidence that this linguistic approach can fruitfully address some relevant issues in Translation Studies, the most outstanding for our purposes being the exploration of the cognitive operations which account for the use of translation strategies (Rojo and Ibarretxe-Antuñano 2013: 10), mainly expansion and reduction operations, parameterization, echoing, mitigation and comparison by contrast. This fits in nicely with a descriptive approach to translation and particularly with skopos theory, whose main aim consists in achieving functionally adequate renderings of source texts.

El diminutivo en el español de Santo Domingo

Esta investigación analiza el uso del sufijo diminutivo en un corpus oral de jóvenes de la República Dominicana. El material procede de la transcripción de veinte entrevistas orales realizadas en los años noventa en Santo Domingo. En este estudio se realiza un análisis de las ocurrencias documentadas, su morfología, sus preferencias en cuanto a la selección de las clases de palabras que se toman como base para la formación de diminutivos, sus posibles valores semánticos y comunicativos, y, por último, se determina la frecuencia de uso del diminutivo en función del sexo de los hablantes.

Anáfora con artículo definido y construcción del discurso: comparación entre español y chino

En el marco de la escala de accesibilidad (Givenness Hierarchy), este trabajo presenta el mecanismo en chino que lleva a cabo la misma función anafórica que desempeña el artículo definido en español y analiza desde una perspectiva contrastiva las aportaciones que contribuye la anáfora nominal a la construcción del discurso. Se llega a la conclusión de que a pesar de algunas diferencias en los comportamientos concretos, en ambas lenguas la anáfora favorece a la organización del discurso manteniendo la coherencia discursiva y diversificando las expresiones.

Being impolite while pretending to be polite. The rupture of politeness conventions in electoral debates

This paper is a part of a larger research that pursues a global understanding of impoliteness in face-to-face electoral debates. That research distinguishes three essential axes, three complementary analytical perspectives: functional strategies of impoliteness, linguistic-discursive mechanisms to implement them and social impacts of impolite acts. In this frame, the present work develops an in-depth analysis of a special category of mechanisms, namely the rupture of politeness conventions, a subgroup within postliteral implicit mechanisms. This subgroup acquires its identity by the fact of carrying out a linguistic action that is conventionally associated with a polite attitude, but doing it in a rhetorically insincere way: the consequence is that apparent politeness becomes impoliteness. Relevant aspects in the characterization of ruptures are isolated and, on this basis, it is developed a detailed analysis of three specific kinds of mechanisms in which ruptures take shape: using ironic statements, developing different forms of overpoliteness and adopting a falsely collaborative attitude toward the interlocutor. The analysis of that group of mechanisms takes into account, simultaneously, the other two axes of the main research, strategies and social impacts.

Imperative, subjunctive, and the desiderative-appellative space in Spanish

After defining the “enunciative scheme” (sentence type) as a communicative unit, the imperative is characterized as a morphologized modality of appellative kind used when the following conditions occur: appellative meaning, 2nd person, future tense and absence of negation. In Spanish, any variation of any of these requirements determines that the subjunctive is used. We reject the idea that the imperative is a variant of subjunctive specialized in appellative function and that both modes share a desiderative morpheme. Working in this way means attributing to a morphological category of the verb a property that actually corresponds to the enunciative schemes (sentence types). We propose to integrate the imperative and subjunctive in the framework of what we call the “desiderative-appellative space”. This “space” brings together various grammatical or grammaticalized means based on the imperative and the subjunctive. Semantically, it is organized around a component of desirability (action appears as desirable) that, by varying several factors, configures a route that goes from a center (the imperative) to a periphery (the expression of desire).

Interpretation and typology Spanish indefinite pronoun uno in three discoursive genres

This study investigates the Spanish indefinite pronoun uno (“one”). After a detailed analysis of its occurrences in authentic language, we find that its interpretation varies depending on the linguistic context. Therefore, we examine which elements of the context - we focus on the broader context, beyond the sentence – have an impact on its interpretation and develop a typology of the indefinite pronoun as to its interpretation. The pronoun may be interpreted as completely generic or specific (referring to the speaker, the listener or a third person). Its interpretation can also be located in an intermediate position between these interpretive extremes.In addition, we compare its use in various discursive genres - spontaneous conversations, academic essays and web forum - which are distinguished by the presence or absence of interactivity and of more or less subjectivity / intersubjectivity. The comparison shows that pronoun use depends on these characteristics.