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SCHOP Presentation

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Alice Hillier

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.

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Garden Shovel
SCHOP Presentation
SCHOP Presentation
SCHOP Presentation
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SCHOP Presentation
SCHOP Presentation
SCHOP
Not SCHOP. Not Good.
Gray (2006) proposes that texts interact and build on each other.
SCHOP Presentation
SCHOP Presentation
SCHOP Presentation
SCHOP Presentation
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 Dons character.
Information here
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.
SCHOP Presentation
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
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
Not SCHOP. Not Good.

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SCHOP Presentation

  • 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 Dons 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.

Editor's Notes

  1. Change to desparate housewives
  2. Question mark is from marty pike xoxo.