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 email@example.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 ,
International Review of Pragmatics – Brill
Published: Jan 1, 2011
Keywords: BISOCIATION; ADVERTISEMENTS; RESOLUTION; BLENDS; HUMOUR; INCONGRUITY
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