Language and Image Interaction in Cartoons: A Stylistic Analysis of Language Use and Humour in Selected Punch Newspaper Cartoons

Abstract

Although double semiotic modes characterize meaning deduction in cartoons, nonetheless the visual is the most pivotal mode. The interaction between language and image is usually encapsulated around the expressive pattern of the cartoonist in forms of caricature, exaggeration, metaphor, size, registers and symbols. In spite the robust studies on political cartoons, scant studies exist on the persuasive stylistic analysis of three political cartoons of the Punch newspaper of April to June, 2016. Therefore, this study fills this gap.  Using a total of three randomly selected political cartoons from the Punch Newspaper from, specifically the works of Benne Omeke and Neero from 2016 -2018and descriptive method of data analysis based on Grice (1975) theory of implicatures. The study exposed the interaction between verbal and visual persuasive elements in political cartoons. Findings showed that although cartoons appear simple and straight forward, they are powerful tools in cartoonist employ in addressing societal ills. Additionally, marketers employ various visual and verbal techniques such as metaphors, exaggerations, caricature, size, registers, humour, and symbols to stimulate their consumers’ interests in ideas, products and services. The study concluded among others that the use of cartoons as a marketing strategy should be encouraged as more readers are attracted to the comic cartoon characters and could be persuaded through the cartoon message. Finally, readers and decoders alike should concentrate their attention on the entire verbal, non-verbal and visual details in cartoon for effective meaning retrieval.