| | In search of cognitively relevant Internet banners by Francisco Yus |
 | | Returning to Wilson and Sperber's (2004) example, the sight of his train arriving one minute late may make little difference to the man's representation of the world, while the sight of it arriving half an hour late may lead to a radical rearrangement of his day, and the relevance of the two stimuli will vary. |
 | | For instance, in Yus (2003) it is claimed that one of the key humorous strategies in jokes lies in a manipulation of the accessibility to certain interpretations which are then invalidated, producing a humorous incongruity (in other words, a “cognitive dissonance”). |
 | | The humorous intention focuses on the context that is built up in the processing of the (eventually correct) covert interpretation against the already processed (accessible) interpretation of the initial part of the text. |
| www.imageandnarrative.be /worldmusicb_advertising/yus.htm (8166 words) |