Marketing Code-X


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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.

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BOOST” NORM: We’ll push you to achieve your full potential.

Athleta commercial

BOOST” FORMS: Motivational slogans juxtaposed with images of people working hard, at fitness or their careers or finances, etc. Athletic coaching. “#SUITUP.” “She who pushes you, powers you.” “Stay in the game.” “Get out of your own way.”

From a 2019 audit of the “Have It All” space. Defined as: Makes me feel self-reliant, able to take action by coaching me, pushing me, opening doors for me, lifting me up, lowering the cost of access, allowing me to remain who I really am.

Tags: CODE-X, Have It All