The writing at the foot of the page (GLI AUMENTI BRUCIANO. CANONEZERO SPEGNE IL CANONE / the increases burn. Canonezero extinguishes the canon) go on with identities by similarity.  

The fire of the image and the canon increases, both  burn, so driving to an identity by semantic similarity. Canonezero (No TV canon to pay) is the name of the dog that puts out the fire (Canone/canon): A double simile by partial phonetic identity (canonezero-canone-cane / canonezero-canon-the dog) with a rhythmic anticlimax.  

The dog does it in a little depreciating way (he is pissing over: an emotionally gratifying opposition that symbolizes a quiet rebellion) with relative profit.

Very well done, and surely persuasive.