More simply, detournement is subverting an old "aesthetic element" so that it carries your message. One of the most basic techniques of Situationist detournement is writing new words into the speech bubbles of pre-existing comic strips.

For example (from "Lipstick Traces"), a Beetle Bailey comic, two frames. In the first Beetle Bailey is bringing a cake to a general. In the second the general looks surprised. The new speech bubbles have them saying:

Soldier: I made you a cake. Tell me that I'm an artist and that I'm special.
General: You're an artist and you're special
Soldier: But I didn't make the cake and it may be poisoned.