The contrasting emotional responses of the bus riders and the people in the advertisement on the outside of their bus are dramatically incongruous. I used this concept during my 2004 visit to China as well – you can see it by clicking on the thumbnail below. I am always trying to build on my ideas, and this time around I matched the number of people in the bus window to the number of people in the advertisement. By limiting the number of emotional responses here, the incongruity is more directly expressed.