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.

Using blogs to enhance the capacity of mathematical communication in High School

The aim of this investigation is to analyze the use of the blog as an educational resource for the development of the mathematical communication in secondary education. With this aim, four aspects are analyzed: organization of mathematical thinking through communication; communication of mathematical thinking; analysis and evaluation of the strategies and mathematical thought of others; and expression of mathematical ideas using mathematical language. The research was conducted from a qualitative approach on an exploratory level, with the case study method of 4 classrooms of second grade of secondary education in a private school in Lima. The observational technique of 20 publications in the blog of the math class was applied; a study of a focal group with a sample of 9 students with different levels of academic performance; and an interview with the academic coordinator of the school was conducted. The results show that the organization of mathematical thinking through communication is carried out in the blog in a written, graphical and oral way through explanations, schemes and videos. Regarding communication of mathematical thinking, the blog is used to describe concepts, arguments and mathematical procedures with words and examples of the students. The analysis and evaluation of the strategies and mathematical thinking is performed through comments and debates about the publications. It was also noted that the blog does not facilitate the use of mathematical language to express mathematical ideas, since it does not allow direct writing of symbols nor graphic representation.

Daughter of Eve, "Femme Fatale", and Persecuted Artist: The Mythic Transgressive Woman in Oscar Wilde's and Richard Strauss's "Salome"

Historically, Salome was an unexceptional figure who never catalyzed John the Baptist's death. However, in Christian Scripture, she becomes the dancing seductress as fallen daughter of Eve.  Her stepfather Herod promises Salome his kingdom if she dances for him, but she follows her mother’s wish to have John beheaded. In Strauss’s opera, after Wilde's Symbolist-Decadent play, Salome becomes independent of Herodias’ will, and the mythic avatar of the femme fatale and persecuted artist who Herod has killed after she kisses John's severed head.  Her signature key of C# major, resolving to the C major sung by Herod and Jokanaan at her death, represent her tragic fate musically.

The trace in the skin in an Art Therapy Workshop

We present the experience of a brief Art Therapy Workshop conducted with a group of women with dermatological conditions, conducted at the Hospital General Universitario Reina Sofía of Murcia. We will focus on one of the patients, recognizing the importance of group relationships for therapy. The main objective was to establish a link between emotions and experiences of patients and their own body, specifically their skin condition. Thus, personal, family and social will constitute the basis on which these emotions and experiences are embedded. The relationships and their status as mothers are guides for the therapeutic work carried out.

Del pictograma a la imagen: herramientas de comunicación y lenguaje en personas con síndrome de Asperger a través de recursos visuales para la inclusión social

Se presenta en este texto, una introducción al Síndrome de Asperger y aquellas características que lo distinguen, con el fin de conocer un poco más, en qué consiste este Trastorno Generalizado del Desarrollo (TGD). Además, se pretende facilitar cuales son las herramientas de comunicación y lenguaje más aptas para la enseñanza y aprendizaje del sujeto, haciendo hincapié en los recursos visuales, audiovisuales y artísticos como herramientas de aprendizaje para su inclusión social en cualquier ámbito de la sociedad (colegios, institutos, asociaciones, universidades o administraciones).

"Lancea", Lusitanian Word, and the "Lancienses" Ethnogenesis

Analysis of the word lancea, of Hispanic origin after Varro, and of place names, people´s names and personal names derived from it. It confirms that the spear was the most important weapon in the Bronze Age, belonging to the iuventus and used as heroic and divine symbol. This analysis confirms also the personality of the Lusitanians, a people related to the Celts but with more archaic archaeological, linguistic and cultural characteristics originated in the tradition of the Atlantic Bronze in the II millennium BC. It is also relevant to better know the organisation of Broze and Iron Age societies and the origin of Indo-Europeans peoples in Western Europe and of pre-Roman peoples of Iberia.

Símbolos axiales en la poesía de José Ángel Valente

La poesía de José Ángel Valente posee una inusual densidad simbólica favorecida por la doble aspiración de abarcar tanto el extremo más grávido y material de la creación del autor, como aquel otro más etéreo y espiritual. Como componentes esenciales de esta búsqueda, podemos observar diversas imágenes (árbol, mandorla, hombre, cruz, etc.) que actuarán a modo de ejes simbólicos de su obra, ejes en torno a los cuales gira su universo poético. El estudio de los diferentes símbolos axiales, así como de otra serie de imágenes entendidas como proyecciones de aquéllos (laberinto, sierpe o nube), constituye el propósito del presente trabajo, tarea en la que relacionaremos cuanto vayamos descifrando con el sentido último de la poesía de José Ángel Valente.

El Hiyab

La polémica acerca del hiyab como símbolo de identidad de la mujer musulmana ha irrumpido en nuestra sociedad occidental. Si bien visiblemente no es más que una prenda, el ocultamiento del cabello, el cuello, y en algunas ocasiones el rostro y el cuerpo hacen que su uso no deje indiferente y su significado exceda más allá de lo puramente religioso. El presente trabajo constará de dos partes: La primera, tratará de entender la naturaleza de esta prenda, estudiando su procedencia, sus tipos y el significado que para las mujeres musulmanas tiene portarlo. La segunda, se centrará en el debate público y político que en muchos países de Europa, entre ellos España, viene provocando su uso y las consecuencias que una eventual prohibición o limitación del mismo tendría.

Standardization in the Pre-Columbian Pottery from El Caño, Panama: Specialization, Productivity and Consumption

The pottery found in the burials of El Cano is uniform in style to these made in the coclesanos valleys between 700 and 1000 AD. The coefficient of variability of the different pottery forms, evidence diverse standardizations values for polychrome and non-polychrome ceramics. Moreover, data of funerary contexts from the Cano recently excavated, suggest that elite has controlled ceramic production. This control over the production of certain goods reveals that these were important in the support or proper operational of the chiefdoms in Panama and mark the phase of splendour of this culture.

Around the Origin of the Images in the Veintena Section of the "Primeros Memoriales" by fray Bernardino de Sahagún

By examining the pictorial content of the veintena section of the Primeros Memoriales, the manusctipt compiled by fray Bernardino de Sahagún, I identify new pieces of evidence on the origin of these illustrations and their authors. A carefull analisis of this material suggests that it is strongly embedded in the pre-Hispanic tradition and that it is doubtful that their iconographic sources originated in Tepeopolco, as it is widely believed.