Blending the Incongruity-Resolution Model and the Conceptual Integration Theory: The Case of Blends in Pictorial Advertising

Blending the Incongruity-Resolution Model and the Conceptual Integration Theory: The Case of... International Review of Pragmatics 3 (2011) 59–83 © Koninklijke Brill NV, Leiden, 2011 DOI 10.1163/187731011X561009 brill.nl/irp Blending the Incongruity-Resolution Model and the Conceptual Integration Th eory: Th e Case of Blends in Pictorial Advertising Marta Dynel University of Łódź, Poland marta.dynel@yahoo.com Abstract Th e primary objective of this article is to discuss humorous pictorial advertisements contingent on non-verbal (visual) and verbal components, with the heuristic apparatus provided by Fauconnier and Turner’s conceptual integration theory . A postulate is advanced that humour- orientated blending can be viewed in the light of the incongruity-resolution model (Suls, 1972, 1983), the prevailing framework of humour interpretation in linguistics and psychology. Nevertheless, a proviso is made that special emphasis must be placed on the mechanism of bisociation , i.e. oscillation between incompatible frames of reference (Koestler, 1964), after the resolution stage, which is in accordance with the conceptual integration account. Additionally, a preliminary attempt is made at diff erentiating humorous blends from non-humorous ones. Finally, a discussion of examples aims to testify to the widespread and multifarious applicability of the incongruity-resolution blending approach in the analysis of humorous advertisements. It is shown how humorously incongruous blends and advertising meta-blends interweave. Keywords advertisements , http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Review of Pragmatics Brill

Blending the Incongruity-Resolution Model and the Conceptual Integration Theory: The Case of Blends in Pictorial Advertising

International Review of Pragmatics, Volume 3 (1): 59 – Jan 1, 2011

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Publisher
Brill
Copyright
© 2011 Koninklijke Brill NV, Leiden, The Netherlands
ISSN
1877-3095
eISSN
1877-3109
D.O.I.
10.1163/187731011X561009
Publisher site
See Article on Publisher Site

Abstract

International Review of Pragmatics 3 (2011) 59–83 © Koninklijke Brill NV, Leiden, 2011 DOI 10.1163/187731011X561009 brill.nl/irp Blending the Incongruity-Resolution Model and the Conceptual Integration Th eory: Th e Case of Blends in Pictorial Advertising Marta Dynel University of Łódź, Poland marta.dynel@yahoo.com Abstract Th e primary objective of this article is to discuss humorous pictorial advertisements contingent on non-verbal (visual) and verbal components, with the heuristic apparatus provided by Fauconnier and Turner’s conceptual integration theory . A postulate is advanced that humour- orientated blending can be viewed in the light of the incongruity-resolution model (Suls, 1972, 1983), the prevailing framework of humour interpretation in linguistics and psychology. Nevertheless, a proviso is made that special emphasis must be placed on the mechanism of bisociation , i.e. oscillation between incompatible frames of reference (Koestler, 1964), after the resolution stage, which is in accordance with the conceptual integration account. Additionally, a preliminary attempt is made at diff erentiating humorous blends from non-humorous ones. Finally, a discussion of examples aims to testify to the widespread and multifarious applicability of the incongruity-resolution blending approach in the analysis of humorous advertisements. It is shown how humorously incongruous blends and advertising meta-blends interweave. Keywords advertisements ,

Journal

International Review of PragmaticsBrill

Published: Jan 1, 2011

Keywords: BISOCIATION; ADVERTISEMENTS; RESOLUTION; BLENDS; HUMOUR; INCONGRUITY

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