Marketing Code-X

Sunrise to Sunset

Image for Sunrise to Sunset

Carhartt “Move It Like You Mean It” commercial

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.

Cabela “It’s In Your Nature” commercial

SUNRISE TO SUNSET” NORM: Taking advantage of every hour of daylight — because you have things to do.

Budweiser 2018 Super Bowl commercial “Stand By You”

SUNRISE TO SUNSET” FORMS: Sun rising or setting as blue-collar types — construction worker, cowboy, etc. — head to or from work. Primarily a visual code, often setting the scene at the very beginning of a commercial.

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

Tags: CODE-X