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date: 14 November 2019

Abstract and Keywords

Blends have usually been regarded as a type of metaphor. However, Mark Turner in his recent work and also in his presentations uses quite a few cartoons by way of illustration. In such examples, it is the incongruity in the blend that results in the comic reception of the cartoon. The chapter analyzes how blending combines assimilation with incongruity. It also discusses the incongruity of picture and subscript in cartoons and considers to what extent the linguistic elements of a cartoon are part of the blending mechanism or a mere juxtaposition of different media. The chapter therefore engages with the theory of the comic and with the cartoon as a genre from a cognitive perspective, but it also aims at refining our understanding of blending as a mechanism and a strategy of signification with reference to visuality and the combination of visual and textual media.

Keywords: blending, cartoon, narrativity, humor, visual metaphor

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