Finding something humorous is intrinsically rewarding and may facilitate emotion regulation, but what creates humour has been underexplored. The present experimental study examined humour generated under controlled conditions with varying social, affective, and cognitive factors. Participants listed five ways in which a set of concept pairs (e.g. MONEY and CHOCOLATE) were similar or different in either a funny way (intentional humour elicitation) or a “catchy” way (incidental humour elicitation). Results showed that more funny responses were produced under the incidental condition, (...) and particularly more for affectively charged than neutral concepts, for semantically unrelated than related concepts, and for responses highlighting differences rather than similarities between concepts. Further analyses revealed that funny responses showed a relative divergence in output dominance of the properties typically associated with each concept in the pair (that is, funny responses frequently highlighted a property high in output dominance for one concept but simultaneously low in output dominance for the other concept); by contrast, responses judged not funny did not show this pattern. These findings reinforce the centrality of incongruity resolution as a key cognitive ingredient for some pleasurable emotional elements arising from humour and demonstrate how it may operate within the context of humour generation. (shrink)

Speakers of jokes are aware of the human cognitively rooted relevance-seeking inferential procedure and predict the interlocutor’s steps leading to a valid interpretation of the utterance in the joke. Specifically, speakers can predict the accessibility to certain information which builds up a proper scenario for understanding the joke, the inferential steps taken to turn the words uttered into contextualized meaningful propositions, and the awareness of cultural stereotypes regarding professions, nationalities, connoted places, sex roles, etc.. This inferred information is exploited to (...) generate humorous effects. In previous research, the Intersecting Circles Model was proposed. It comprises seven types of jokes depending on whether the joke only relies on one of or on combinations of them, which entails analyzing the extent to which play or do not play a role in the generation of humorous effects. In this paper, 1000 jokes are analyzed and fitted into a type or combinations of. Several interesting humor-generating patterns are also isolated inside the seven preliminary joke types covered by the Model. (shrink)

Western scholarship on early Chinese thought has tended to either dismiss the foundational role of metaphor or to see it as a uniquely Chinese mode of apprehending the world. This article argues that, while human cognition is in fact profoundly dependent on imagistic conceptual structures, such dependence is by no means a unique feature of Chinese thought. The article reviews empirical evidence supporting the claims that human thought is fundamentally imagistic; that sensorimotor schemas are often used to structure our understanding (...) of abstract concepts; that these schemas can be selectively combined to result in novel structures; and that there are inextricable connections between body, emotion, and thought in both everyday and philosophical cognition. It also provides a review of a recent trend where, explicitly or not, scholars from a variety of backgrounds have begun to take metaphor more seriously as a foundational bearer of philosophical meaning in early China. (shrink)

In his well-known 1994 work Descartes’ Error, the neuroscientist Antonio Damasio describes his work with patients suffering from damage to the prefrontal cortex, a center of emotion processing in the brain. The accidents or strokes that had caused this damage had spared these patients’ “higher” cognitive faculties: their short- and long-term memories, abstract reasoning skills, mathematical aptitude, and performance on standard IQ tests were completely unimpaired. They were also perfectly healthy physically, with no apparent motor or sensory disabilities. Nonetheless, these (...) patients had been brought to Damasio’s attention as a physician because, despite their apparent lack of physical or cognitive impairment, they .. (shrink)

How does the relation between two words create humor? In this paper, we investigated the effect of global and local contrast on the humor of word pairs. We capitalized on the existence of psycholinguistic lexical norms by examining violations of expectations set up by typical patterns of English usage (global contrast) and within the local context of the words within the word pairs (local contrast). Global contrast was operationalized as lexical-semantic norms for single-words and local contrast was operationalized as the (...) orthographic, phonological, and semantic distance between the two words in the pair. Through crowdsourced (Study 1) and best-worst (Study 2) ratings of the humor of a large set of word pairs (i.e., compounds), we find evidence of both global and local contrast on compound-word humor. Specifically, we find that humor arises when there is a violation of expectations at the local level, between the individual words that make up the word pair, even after accounting for violations at the global level relative to the entire language. Semantic variables (arousal, dominance, concreteness) were stronger predictors of word pair humor whereas form-related variables (number of letters, phonemes, letter frequency) were stronger predictors of single-word humor. Moreover, we also find that semantic dissimilarity increases humor, by defusing the impact of low-valence words—making them seem more amusing—and by enhancing the incongruence of highly imageable pairs of concrete words. (shrink)

In so-called garden-path jokes, an initial semantic representation is violated, and semantic revision reestablishes a coherent representation. 48 jokes were manipulated in three conditions: (i) a coherent ending, (ii) a joke ending, and (iii) a discourse-incoherent ending. A reading times study ( N = 24) and three studies with recordings of ERP and pupil changes ( N = 21, 24, and 24, respectively) supported the hypothesized cognitive processes. Jokes showed increased reading times of the final word compared to coherent endings. (...) ERP data mainly indicated semantic integration difficulties (N400). Larger pupil diameters to joke endings presumably reflect emotional responses. ERP evidence for increased discourse processing efforts and emotional responses, as assumed to be reflected in modulations of the late left anterior negativity (LLAN) and in an enhanced late frontal positivity (fP600), respectively, remains however incomplete. Processing of incoherent endings was also accompanied by increased reading times, a stronger and sustained N400, and context-sensitive P600 effects. Together, these findings provide evidence for a sequential, non-monotonic, and incremental discourse comprehension of garden-path jokes. (shrink)

Critical discourse analysis explores the role of discourse structures in constituting social inequality. Metaphorical structure, however, has received relatively little attention in explicit CDA. The paper aims to redress this by developing a coherent theoretical framework for CDA and metaphor. This framework adopts conceptual blending theory over conceptual metaphor theory, where the latter is perceived to be incompatible with CDA. The framework is applied in a CDA of metaphors for nation and immigration in the British National Party's 2005 general election (...) manifesto. (shrink)

This article investigates the origin of editorial images, with a focus on the mental processes that enable cartoonists and illustrators across cultures to come up with novel ideas. It provides the most compelling evidence to date that recycling, where artists regularly recycle pictorial and compositional ideas they have developed earlier, is the origin of ideas. Recycling theory is thus compatible with a variety of ongoing research programs. Among these are Turner’s work on blending (2014), Musolff’s research on scenarios (2016), Langacker’s (...) ideas on constructional schemas (1991), Johnson’s work on image schemas (1987), and van Dijk’s proposals concerning discourse complexes and intertextuality (2014). More specifically, the present study gives cognitively plausible answers to the perennial questions: To what extent does recycling shape and constrain the human way of thinking? Is it bound to certain cultural traditions? Does it characterize the style of certain artists or artistic movements? How does it contribute to discourse? Are the products of recycling always imaginative and creative? Is it a mode of efficiency? The theoretical insights are applied to 440 editorial images of Egyptian and British origin. This investigation will aid both semiotics scholarship and cognition studies based on multimodal stimuli. (shrink)

Research paradigms are only starting to emerge in relation to art and design practice. Consequently, research design in this domain often employs perspectives and methods developed in other disciplines. This paper traces the development of a proposal that combines theories from cognitive linguistics with graphic design practice. It describes the resulting challenges to and transformations of my long-held assumptions and understanding about graphic design and the communication process. It also outlines the way in which semantic analysis (a method from cognitive (...) linguistics) will be used in conjunction with different forms of visualisation--with visualisation used as a method to generate data for analysis as well as to present findings. Finally, it argues for an engagement by designers with conceptual metaphor theory and conceptual blending theory, as a way to facilitate reflection on design practice. (shrink)

This doctoral thesis examines the influence of mixed-language and humorous advertising slogans on different German target groups. The advertising slogans concerned are written in a foreign language, native language or both and partly include wordplays. It is examined which advertising slogan stays best in mind for which target group. Results are explained with humour theory, relevance theory and frame-shifting.