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.

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.

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, Spirit of the West