Marketing Code-X (Marketing)

Dark Portal

Image for Dark Portal

Coraline — the portal to the alternate world

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.

“Little Nightmares” main character at the end of a mysterious hallway, about to discover the next nightmare

DARK PORTAL” NORM: A thrilling chilling invitation into… the unknown.

Grounded — underground tunnel

DARK PORTAL” FORMS: Tunnels and passageways into which we simultaneously don’t want to enter (because they’re scary) and do (because they’re exciting). Characteristics tend to include: Dark blue, indigo, and violet hues — and of course, black hues. Glimpses of something — light? Movement? — at the end of the tunnel. Twists and turns, so we can’t see what’s around the next corner.

From a 2024 analysis of the OUT THERE territory (unsettling, eerie — satirizing the safe, cozy, familiar) within the space of “sophisticated wholesome” videogames, animated movies and series, etc.

Tags: CODE-X