For instance, building on its long-popular tinned spaghetti in tomato sauce, Kraft took the risk of making it more ‘authentic’ by inventing a cartoon mustachioed chef, recognizably ‘Italian ...

But the stereotypical Italian chef, with his poofy white ... kiss meme is an image known as “Discourse Chef.” The chef in this cartoon is winking and making an A-OK sign, but it still conveys ...