Marketing Code-X

Bliss Out

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Headspace app commercial

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.

Athleta commercial

BLISS OUT” NORM: Take time out to calm your mind and reset. Retreat from the stress and busy-ness of life.

Headspace print ad

BLISS” FORMS: Stressful, busy life juxtaposed with time alone, getting away from it all. Eyes closed, calm smile. Isolated, tranquil location. Reassuring, calming, therapeutic tonality. “Serenity in your soul.” “Treat your head right.” “Stress-buster.”

From a 2019 audit of the “Getting Whole” space. Defined as: Makes me feel self-reliant, able to take action by helping me get out of my own way, calming me down while also energizing me, restoring a neglected part of my inner life.

Tags: CODE-X, Getting Whole