Marketing Code-X

Battle Tested

Image for Battle Tested

Jeep/Call of Duty ad

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.

Ram: “Thank God I’m A Country Boy” commercial

BATTLE TESTED” NORM: Proving your mettle in combat, fighting for your country.

Carhartt “Unpredictable” commercial

BATTLE TESTED” FORMS: Soldiers, both contemporary and historical; combat scenarios; bullet holes.

From a 2018 study of the Strong & Stoic space — defined as doing your duty, toughing it out, self-sacrificing, uncomplaining.

Tags: CODE-X, Spirit of the West