Exploration into the features and characteristics of cognitive processing within multimodal “concept/puzzle advertisements”
About
This research will develop a new approach for imperative climate change communication by identifying and utilizing the linguistic and visual communication components of incongruity resolution (IR), through unpicking its mental-processing mechanism in advertising texts. IR is a cognitive theory of how humans understand a particular type of humour. IR-based humorous texts, consist of an initial incongruous sense that is suddenly flipped over to a second, resolved sense. The incongruity relates to something perceived differently from first expectations, while the resolution is a problem-solving activity that “reconcile[s] the incongruous parts” (Forabosco, 1992, cited by Attardo, 2020:86).
Incongruity Resolution’s effects are significant because they often elicit a ’Creative Insight’ experience of “sudden illumination imbued with immediate certainty” and can therefore be highly persuasive (Laukkonen et al. 2020:1). For communication designers, a deeper understanding of IR has relevance because it can be used as a potent communication strategy for inducing behavioural-change. Mastering its theoretical underpinnings, practical elements and linguistic processes will inform the development of guidance manuals for IR’s application to produce more persuasive communication about sustainable lifestyles, climate, health, and energy (Bevan et al., 2020).
The common denominator of creatively persuasive and award-winning advertising could be IR’s humorous effects (Barry, 2010). Advanced understanding of its processes will promote development within the field; providing insight into how it can be used for greater effect across other disciplines, including moving image, 3D and environmental design, music, dance and digital interactivity. My theoretical contribution will be a cognitive linguistic framework for the analysis of advertisements using IR. My practice-based contribution will be a portfolio of tools and guidance for the creation of persuasive communication; a case study implementing this in the development of an environmental campaign; and an assessment of their ability to effect opinion change in audiences.
