1. Garden Shovel

2. SCHOP 3. Not SCHOP. Not Good. 4. Gray (2006) proposes that texts interact and build oneach other. 5. Through the use of the Desperate Housewives reference,we are able to relate to the audience. Show directed at working wives and mothers between theages of 18-49 (Outdoor Advertising Association ofAmerica). Husbands and partners are the ones generally beassociated with doing the physically more strenuous jobsaround the house, enabling them to understand thereference made. The parody of the sexually explicit nature of advertisingtoday is also apparent due to the Cougars reference andit is disproved by Dons character. 6. Information here 7. Chose an actor with similar characteristics to thecharacter DON. The satirical approach to the SCHOP slogan. His character was made famous by being anoverweight, unattractive Hungarian man whopromoted his salami through the saying, Is Don. IsGood. Gray (2006) proposes that texts interact and build oneach other. Not SCHOP, not good. 8. The intertextual framing of linking one text to anothertext, as MacLachlan (1994) suggested, createsmeaning for the viewer, and correlates with thehumour associated with the original advertisement No longer affiliating the brand with the concepts ofbeing successful and good looking 9. Harrington suggested that advertising is one of themost significant parts of the branding process Differentiating your product from the millions ofothers on the market Brand aims to create culture, a place of belonging andsanctuary for consumers Humour in advertisement welcomes consumers SCHOP conveys class, genuineness and reliability forclients 10. Not SCHOP. Not Good.