This article documents the operation of multimodal and rhetorical strategies in cosmetic surgery leaflets, with a focus on the interplay between the verbal and visual channels. It describes how advertising discourse exploits the image of an idealized female body in order to achieve its economic goals. Recipients are targeted through the application of the prevalent ideology of femininity, which in the Western context is increasingly dependent on patterns of consumption of body-oriented products and services against the background of (male) expectations of the female body ideal. It is argued that in this situation, which merges the private with the public and in which women willingly participate in the self-perpetuating ideology of male-defined femininity, women may, for various reasons, identify with the super-ideal sexualized images of women offered to them, while indulging in a mixture of fantasy and reality and sharing in the guilty knowledge that their own imperfect bodies need to be fixed. This article points out that such ideologies are very effectively studied through their multimodal realizations, where the visual mode, in particular, can non-verbally draw on and reproduce stereotyped representations.

Due to the strict legislation currently in use for landfilling, anaerobic digestion has a strong potential as an alternative treatment for biodegradable waste. Coffee is one of the most consumed beverages in the world and spent coffee grounds (SCG) are generated in a considerable amount as a processing waste during making the coffee beverage. Chemical composition of SCG, presence of polysaccharides, proteins, and minerals makes from the SCG substrates with high biotechnological value, which might be used as valuable input material in fermentation process. The methane production ranged from 0.271-0.325 m 3 /kg dry organic matter.

The text discusses the position of local academic traditions in the modern context of global academic discourse dominated by the Anglo-American rhetorical style that represents the standard for modern international academic communication. After reviewing some of the central notions attached to the discipline of genre analysis of written academic discourse, the paper argues for an extension of the traditional research agenda by calling for a broad sociolinguistics of genre. It is suggested that sociological, ethnographic, cross-cultural, translatological, pedagogical and critical approaches may enrich the current understanding of written academic genres. They can do so by revealing some of the ideologies and implicit norms on which particular disciplines rely in the discursive production and reproduction of knowledge, as well as the textual practices present in the transformation, recontextualization, translation, editing, etc., that may affect the eventual form of the academic texts produced, in particular, by non-native scholars coming from other cultural and academic backgrounds than the dominant global English-language model.

This article documents some foregrounding devices that the media use to attract readers' attention to linguistic forms, all identified in sports reports relating to the Euro 2004 Football Championship published in various British newspapers. A functional explanation is offered in terms of the poetic and interactive character of such devices and their role in simulating friendship and encouraging `bonding' between the writers and readers (phaticity). Their omnipresence in the British media is linked with structural characteristics of the English language, the readiness of the British to tolerate manipulation of linguistic forms, and the general trend towards `infotainment' in the media.

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