Marketing Code-X

Force Field

Image for Force Field

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.

FORCE FIELD” NORM: Sense of relief and security — your children are being physically protected, wherever they go.

FORCE FIELD” FORMS: Force field protecting against dirt/germs/outside world. Umbrella visual metaphor. Encompassing line used as graphic design element. “Fewer sniffles. More princess parties.” “Lifeproof.” “Stomp out ___.” “Simply protect.”

From a 2020 audit of the Parenting space. Thanks, Kelly Webster, for the assist.

Tags: CODE-X, Parenting, Protection