Marketing Code-X

Cultivate Courage

Image for Cultivate Courage

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.

Always “Unstoppable” commercial

CULTIVATE COURAGE” NORM: Fear holds us back — so in order to progress, we must develop courageous character traits.

Reshma Saujani TED Talk

CULTIVATE COURAGE” FORMS: Woman looking brave, often standing with arms folded. ALL CAPS exhortations to be brave. Exhortatory tone: “Be brave, not perfect.” “Courage not courtesy.” “Proceed and be bold.”

From a 2018 audit of the Female Empowerment territory.

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