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.

Some thoughts on Juan Antonio Ramírez´s iconologic-paranoid method for the study of Dali´s works

In 1990, Juan Antonio Ramírez made known his iconological paranoiac method to the academic world. It is a system devised to study Dalí´s work, born of happy matrimony between the catalonian artist´s critical paranoiac method and the first iconographic school of Warburg and Panofsky. What, at first sight, seemed to be an extravagant methodology with little academic credibility, turned out to be, by going forward in time, an effective research method when analyzing Dali´s initial works. It is no wonder that, at the beginning of XXI century, this hybridization between Dalí´s and Panofsky’s methods, were regarded as a strange and nonsensical idea. Nevertheless, twenty years after, blatant examples have been noted, which endorse the advantages of this new system for “iconographic” study. As usual, this new contribution by Juan Antonio Ramirez to art history methodology is called upon to have a successful future survival, in forthcoming generations. This article, attempts to analyze this method, inquiring into the validity, effectiveness and practical utility.

A house in the Sicilian hills. Antiquity

Malone, C.A.T. and S.K.F. Stoddart,

Emergence of CTX-M Group 1-ESBL producing Klebsiella pneumonia from a tertiary care centre in Karachi, Pakistan.

http://www.jidc.org/index.php/journal/article/view/20818098/422 Background: Extended-spectrum beta-lactamase (ESBL)-producing Klebsiella pneumoniae have been reported previously from Pakistan but the genotypic characteristics of these enzymes is not known. Hence the aim of the study was first to characterise the genotypic content of these beta-lactamases and secondly to assess the clonal relationship of these isolates. Methodology: We analysed 65 non-duplicate ESBL positive, K. pneumoniae isolates prospectively collected based on phenotype as detected using the two-disc method. Isolates were collected from different sources: blood cultures (46.15%; n = 30); tracheal aspirates (24.6%; n = 16); urine (10.7%; n = 7); wound swabs, pus and tissue (18.4%; n = 12). ESBL production was confirmed by the ESBL E-test method and the presence of the blaCTX-M encoding genes was confirmed by polymerase chain reaction. The clonal relationship of clinical isolates was studied by Pulsed Field Gel Electrophoresis. Results: The results showed that 93.84% (n = 61) isolates of K. pneumoniae were positive for the blaCTX-M-1 group. One isolate showed PCR signals for blaCTX-M-25 group. None of our isolates were positive for CTX-M groups 2, 8 and 9. The majority of blaCTX-M positive isolates were genetically unrelated and no epidemic clones were identified. Conclusion: This study reports the emergence of CTX-M groups 1 and 25 producing isolates of K. pneumoniae with genetic diversity in Karachi, Pakistan.

More-than-human histories and the failure of grand state schemes: sylviculture in the New Forest, England

As James Scott’s Seeing Like a State attests, forests played a central role in the rise of the modern state, specifically as test spaces for evolving methods of managing state resources at a distance, and as the location for grand state schemes. Together, such ambitions necessitated both the elimination of local understandings of forest management – to be replaced by centrally controlled scientific precision – and a narrowing of state vision. Forests thus began to be conflated with trees (and their timber) alone. All other aspects of the forest, both human and non-human, were ignored. Through the lens of the 18th and early 19th century New Forest in southern England, this paper examines the impact of government attempts to shift the focus of state forests from being remnant medieval hunting spaces to spaces of income generation through the creation of vast sylvicultural plantations. This state scheme not only reworked the relationship between the metropole and the provinces – something effected through systematic surveys and novel bureaucratic procedures – but also dramatically impacted upon the biophysical and cultural geographies of the forest. By equating forest space with trees alone, the British state failed to legislate for the actions of both local commoners and non-human others in resisting their schemes. Indeed, subsequent oppositions proved not only the tenacity of commoners in protecting their livelihoods but also the destructive power of non-human actants, specifically rabbits and mice. The paper concludes that grand state schemes necessarily fail due to their own internal illogic: the narrowing of state vision creates blind spots in which human and non-human lives assert their own visions.

Satellite tracking of the World's largest bony fish, the ocean sunfish (Mola mola L.) in the North East Atlantic

Satellite-linked archival transmitters were used to record the movements of three ocean sunfish (Mola mola) in the North East Atlantic. Patterns of depth use and temperature experienced by individual fish were integrated into 4-hour intervals throughout the tracking period and relayed via the Argos system. Data were recorded for 42, 90 and 54 days respectively from the three fish. The first two were tagged off southern Portugal at the end of February 2007 and travelled principally northward, while the third fish was tagged off west Ireland in August 2007 and travelled southward. These patterns are consistent with seasonal migration of ocean sunfish to high latitudes and their Subsequent return south. Maximum depths recorded by the three fish were 432 m, 472 m and 320 m respectively. All three individuals showed a diel pattern in depth use, occurring deeper during the day and shallower at night, a pattern consistent with sunfish tracking normally vertically migrating prey. Sunfish sometimes remained continuously at deeper (>200 m) depths during the day, but at other times they showed extensive movement through the water column typically travelling between their maximum depth and the surface within each 4-h period. The overall pattern to emerge was that ocean sunfish travel extensively in both horizontal and vertical dimensions, presumably in search of their patchily-distributed jellyfish prey.

Early Results of the 3mm Spectral Line Survey toward the L1157 B1 Shocked Region

We have conducted a sensitive 3mm observation toward the shocked region, Lynds 1157 B1, which is an interaction spot between a molecular outflow and its ambient gas. We have successfully detected the CH3CHO, HCOOCH3, and HCOOH lines, as well as the CH2DOH line. The abundances of these molecules relative to CH3OH are found to be lower than those in the low-mass star-forming core, IRAS 16293-2422. Since these molecules are thought to evaporate from grain mantles, the observational results mean that complex molecules are less abundant in grain mantles residing in the ambient cloud surrounding a prestellar/protostellar core. Instead, efficient formation of the complex organic species and deuterated species should take place in a prestellar/protostellar core. The present result verifies the importance of an unbiased line survey of this source.