Marketing Code-X

Mother’s Touch

Image for Mother’s Touch

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.

MOTHER’S TOUCH” NORM: Toilet paper depicted as a vehicle for mothers cuddling and caregiving toddlers, now that your child is getting too old for diapers and is becoming a little more independent.

MOTHER’S TOUCH” FORMS: Displays of physical affection — hugging, snuggling, cuddling, nuzzling, sometimes in a playful, half-wrestling way.

From a 2015 audit of the Toilet Paper category.

Tags: CODE-X, Parenting