This book is the result of all the effort that was made in preliminary research together with our colleagues: Jorgelina Baldivia, Laura Farías, Magalí López Cortéz and Susana Ocampo.

We wish to thank our mentors from the Genres in the teaching of English as a foreign language Project at Facultad de Filosofía y Letras, Universidad Nacional de Cuyo, Cristina Boccia and Samiah Hassan.

The illustrations in this book were created by Clara López and Julia Civit. We are deeply grateful for their patience, dedication and artistic sensibilities.

The images in the last chapter were made by our creative and enthusiastic students – a huge “thank you” to them all!

Thanks also to María Victoria Magariños, our brilliant editor and dear friend.

We would like to thank Gunther Kress, who generously listened to our ideas and invited us to consider what it means to be a semiotician.

Very special thanks to Len Unsworth for his constant encouragement, ever-present kindness and invaluable advice.