The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.
Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted 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.
“PERSONAL PRODUCT” NORM: Just one example of how chewing gum benefits are communicated via metaphor: in this case, gum is likened to essential equipment for daily life, from car keys to condoms. An “everyday carry.”
“PERSONAL PRODUCT” FORMS: Gum pack depicted as a product — something you’d keep hidden in your purse, in your car glove compartment, in a bathroom — i.e., for personal care.
From a 2016 audit of Chewing Gum commercials — past and present.