/tellraw via Command block

Using a /give command via /tellraw gives item and error.

Code(Made by Dinnerbone, used in a video of Sethbling.

When admitting a redstone signal command block outout:

Click on the item to buy it: Dinner's Bone

Opp on clicking "Dinner's Bone"
You get the bone and the error.

Code and error in an attached file.