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Dice Cook que, antes de comenzar un estudio serio de pragmatismo (pragmatics, el estudio del uso de la lengua) debemos considerar el significado literal de las oraciones. Con el propósito de establecer los puntos en que ambas gramáticas coinciden y para obtener un beneficio del trabajo de análisis realizado en ambos campos, Cook establece una comparación entre la Gramática de Casos y la Semántica Generativa.

This paper provides a comparative analysis of “The Curious Impertinent”, an interpolated novel in Don Quixote (1605), and The Second Maiden’s Tragedy, a play attributed to Thomas Middleton premiered in 1611. Cervantes’s story about the stratagem contrived by a jealous husband who persuades his closest friend to test his wife’s fidelity and the pernicious consequences that ensue is rewritten in the subplot of Middleton’s work and adapted to the Jacobean political and ideological context. The play’s main storyline also mirrors the Cervantine-inspired episode: the female protagonist is equally tempted by a tyrant, but, as opposed to the seduced wife, she resists stoically and gives up her life to prevent an otherwise unavoidable rape. Critics of both works are divided as to whether they uphold the dominant construction of women as ‘naturally’ inferior to men, both being permeated by a blatantly misogynistic language that perpetuates the ‘weaker vessels’ ideology. The analysis developed in this paper aims to prove that, even though each text was produced in a different social context –and hence has different political motivations–, both are self-subversive, as they undermine the dominant ideology of femininity and the consequent power hierarchy, in both the private and the public spheres.

Dos factores principales en los intercambios conversacionales: en primer lugar, la intención comunicativa y segundo, la sociedad misma. Este documento se centra en un tipo de acto comunicativo definido por Michael McTear (1985) como el captador de la atención. Captar la atención es, de acuerdo con McTear, dispositivos multifuncionales utilizados por el hablante para iniciar un intercambio o para establecer la comunicación después de varios intentos fallidos. La intención del hablante, un niño en este caso, es captar la atención de los adultos cuando necesita ayuda para realizar algún tipo de tarea escolar. En general, este trabajo presenta los resultados de un estudio observacional en el que los niños, en edades de seis a doce, interactuan en el aula y en la biblioteca de la escuela. Se supone, pues, que si se les ha dado la instrucción adecuada, el niño necesitará muy poca ayuda, pero si por alguna razón, el niño no entiende el mensaje del maestro, él / ella va a hacer uso de captar la atención con el fin de establecer la comunicación . Por otra parte, el niño va a utilizar captar la atención para obtener información o para participar en las actividades de clase. Two main factors condition conversational exchanges: fírst, the communicative intent and second, society itself. This paper concentrates on one type of communicative act defined by Michael McTear (1985) as the attention getter. Attention getters are, according to McTear, multifunctional devices used by the speaker to initiate an exchange or to establish communication after various unsuccessful attempts. The intention of the speaker, a child in this case, is to capture the attention of the adult whenever help is needed to perform some kind of school task. In general, this paper presents the results of an observational study in which children, ages six to twelve, interact in the classroom and in the school library. It is assumed, then that if proper instruction has been given, the child will need very little help, but if for some reason, the child does not understand the teacher's message, he/she will make use of attention getters in order to establish communication. Furthermore, the child will use attention getters to obtain information or to participate in class activities.

Gymshark is a British fitness clothing company that, in less than 10 years, has become a multi-million dollar company. This company’s success is linked to its promotion through an advertising discourse which emphasizes an ethical system that significantly differentiates it from other active-wear companies on the market. To do this, Gymshark relies on a digital advertising discourse, presented through social networks such as Instagram or YouTube to reach a young audience more immediately. Thus, this paper aims to analyze the persuasive techniques used in eight Gymshark ads to promote clothing collections and fitness challenges, especially the use of cognitive and axiological tools: conceptual metaphors and metonymies, image schemas and colour. Consequently, this analysis relies on Cognitive Linguistics theory (Lakoff & Johnson, 1980; Ruiz de Mendoza, 2002; Evans & Green, 2006), its application to advertising discourse (Forceville, 1996; 2008; 2009), the axiological notions proposed by Krzeszowski (1990) and some considerations on the use of colour. The results show that Gymshark’s advertising discourse prioritizes the use of cognitive tools to associate the products and the brand with positive axiological values beyond those strictly linked to fitness; therefore, this constitutes a key factor in the development of the consumer’s attraction to the brand.

The present paper deals with emphatic features occurring in a Spanish report on the state of natural water supply in the Spanish island of Gran Canaria published in 1862. The text reflects the author’s concerns with the irrigation infrastructures in this island. My main interest is related to the way the author expresses his caveats and his use of emphatic devices. This said, my main objective is to explore specific language uses that convey the expression of emphasis in earlier Spanish. The emphatic features used in Bartolomé Martínez’s text published in Boletín de la sociedad económica de amigos del país de Las Palmas de Gran Canaria of March 31, 1862, have been reportedly identified in reports as characteristic features of the scientific report in the XVIII and XIX centuries, and they might therefore be indicative of the authors’ stance concerning both their text and their potential audience. Conclusions will offer major findings dealing with the set of emphatic features deployed in this Spanish report.