Marketing Code-X

Mommy Man

Image for Mommy Man

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.

MOMMY MAN” NORM: Though they have not achieved parity yet, fathers are doing much more child care than in the past.

MOMMY MAN” FORMS: Advertising and pop culture are constantly seeking to determine just how nurturing a father can be… before he is emasculated.

From a 2015 audit of Family Trends.

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