The text is abundant with cartoons illustrating the observations of Witte and Hesner. They point to cartoonists who rely on common situations (the desert island, Garden of Eden, hell) and stock characters (the pirate, business executive, scientist), as well as cartoonists who subvert these conventions. They analyze types of humor: absurd, dark, ironic, satirical. They address how the wording of a caption can mean the difference between a cartoon succeeding and almost succeeding, and the extra degree of difficulty required of the caption-less cartoon. They discuss cartooning as an art form, and specifically how the artwork of the best cartoons supports the humor.
This book features a foreword written by Bob Mankoff, former cartoon editor at The New Yorker and a legend in the cartoon world.