The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

“SPA TREATMENT” NORM: In what authority can the consumer looking for the restoration of her physical health and mental/emotional wellbeing trust? Source of authority for brand’s claim that product will restore physical health and wellbeing, is because it’s spa-approved. The “spa doctor” restores beauty through gentle, but still expert methods. A pragmatic (dealing with needs in a sensible way) and proactive code.

“SPA TREATMENT” FORMS: “Detox,” “Be Well,” “Wellness,” doctors who aren’t shown wearing stethoscopes — and who are named, as though they’re pioneers in their fields. Spa coding in US culture is “medical-lite”, i.e., blue-and-white coding (like medical), except instead of navy blue it’s pastels and purple. Influenced by cosmetics.

From a 2014 audit of the OVERHAUL territory (defined as pragmatic, proactive, making changes for optimal performance) within the Health & Wellness category.