10. Gray (2006) proposes that texts interact and build on
each other.
11.
12.
13.
14.
15. Through the use of the Desperate Housewives reference,
we are able to relate to the audience.
Show directed at working wives and mothers between the
ages of 18-49 (Outdoor Advertising Association of
America).
Husbands and partners are the ones generally be
associated with doing the physically more strenuous jobs
around the house, enabling them to understand the
reference made.
The parody of the sexually explicit nature of advertising
today is also apparent due to the “Cougars” reference and
it is disproved by “Don’s” character.
17. Chose an actor with similar characteristics to the
character “DON”.
The satirical approach to the SCHOP slogan.
His character was made famous by being an
overweight, unattractive Hungarian man who
promoted his salami through the saying, “Is Don. Is
Good”.
Gray (2006) proposes that texts interact and build on
each other.
“Not SCHOP, not good.”
18.
19. The intertextual framing of linking one text to another
text, as MacLachlan (1994) suggested, creates
meaning for the viewer, and correlates with the
humour associated with the original advertisement
No longer affiliating the brand with the concepts of
being successful and good looking
20. Harrington suggested that advertising is one of the
most significant parts of the branding process
Differentiating your product from the millions of
others on the market
Brand aims to create culture, a place of belonging and
sanctuary for consumers
Humour in advertisement welcomes consumers
SCHOP conveys class, genuineness and reliability for
clients
