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In this article, we analyze the evolution of cocaine consumption in Spain and we predict consumption trends over the next few years. Additionally, we simulate some scenarios which aim to reduce cocaine consumption in the future (sensitivity analysis). Assuming cocaine dependency is a socially transmitted epidemic disease, this leads us to propose an epidemiological-type mathematical model to study consumption evolution. Model sensitivity analysis allows us to design strategies and analyze their effects on cocaine consumption.The model predicts that 3.5% of the Spanish population will be habitual cocaine consumers by 2015. The simulations carried out suggest that cocaine consumption prevention strategies are the best policy to reduce the habitual consumer population.In this paper, we show that epidemiological-type mathematical models can be a useful tool in the analysis of the repercussion of health policy proposals in the short-time future.

Abstract The aim of this article is to examine the meaning potential of images in the enactment or creation of gender stereotypes in a corpus of contemporary British TV commercials. The dimensions outlined in Goffman (1979) and some aspects of Kress and van Leeuwen’s (1996, 2006) metafunctions are taken as a starting point to quantitatively and qualitatively analyse a sample of 155 ads which depict women and men in working settings. Findings indicate that women are mainly portrayed in non-remunerated scenarios, in home settings and in the company of their children. This view is reinforced thanks to the multimodal dimensions of framing (mostly through close-ups), involvement with other participants through looks, smiling and profuse touching activity. Men, in contrast, are mostly depicted in remunerated scenarios in which they address the audience directly through demand looks, acting as experts in their professional capacity and framed with medium and long shots. When portrayed together in non-remunerated activities, men are found in family scenes, although they are sometimes portrayed as passive subjects and mere objects of contemplation through lack of interaction with children or spouses. This contrasts with women’s more communal role as they are intimately depicted in the company of their children through close-ups, feminine touch, and constant interaction with them. Stereotyped portrayals are less visually patent when both men and women are simultaneously depicted in remunerated scenarios, although some ads emphasize women’s interpersonal skills as better at talking to customers or patients, whereas men are shown in the role of experts in financial and medical issues.

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