Federica Ferrari is associate professor at the University of Bologna, Department of Modern Languages, Literatures and Cultures. She received her PhD in language and culture sciences (2006) and has a Master in counselling (2009). Her research predominantly focuses on persuasive phenomena within strategic communication. Her recent interests explore conceptual metaphor as a text analysis method, a persuasive tool in political discourse and a transformative device in counselling and psychotherapy. In 2018 she published the research monograph Metaphor and Persuasion in Strategic Communication: Sustainable Perspectives (Routledge). Of particular interest is her recent research article: The ‘transformative’ power of ‘integrated metaphor’ in counselling: applying and measuring its implemented potential, appeared in «Metaphor and the Social World» in 2020.