This document discusses a parody advertisement for a garden shovel. It references the television show Desperate Housewives and plays on the slogan of a famous salami advertiser named Don from the 1960s known for saying "Is Don. Is Good.". The parody ad takes the opposite approach, saying "Not SCHOP. Not Good." to distance the garden shovel brand from the concepts of success and attractiveness associated with the original slogan. It aims to use humor and pop culture references to relate to audiences and differentiate the product in the marketplace.

1. Garden Shovel

8. SCHOP

9. Not SCHOP. Not Good.

10.  Gray (2006) proposes that texts interact and build on
each other.

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.

16.  Information here

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.”

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

21. Not SCHOP. Not Good.