Chapter 3 - Schober

I really appreciate the Stolen Handbag images. To understand these ads, you need to think. It features a bunch of items that would be found inside a woman’s handbag strewn on the ground or thrown in a trash can, with a logo for designer handbags below. In order to understand this ad, one has to be familiar with the frame that when a thief steals a purse, they take the contents and dump the purse. By being familiar with this frame, we see the twist in the frame that the purse is more valuable than the items inside. It is a clever ad, and makes the viewer stop and dig to understand, which sets it apart in an over saturated world of ads.
I think this Eukanuba illustrates the same point very well. In order to understand this ad, one needs to have the previous knowledge that dogs like to swim and fetch sticks. Without that frame, this ad loses its humor.