Relates to the sound system of a language. A phoneme is a single unit of sound. Phonological substitution, replacing an anticipated sound with an unanticipated sound is commonplace in media texts such as advertisements and tabloid journalism. An example of phonological substitution can be found in the less that inspired joke: Q. ‘What newspaper does a cat read?’ A. ‘The Mews of the World’. Notice that phonological substitution draws on preexisting contextual awareness if it is to make sense.