Marketing Code-X

Working Hard

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Goodyear "Noble Obsession" 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.

Budweiser”Principles” commercial

WORKING HARD” NORM: Putting in maximum effort, getting the job done well. Earning your reward.

Carhartt “Weatherman” commercial

WORKING HARD” FORMS: Men toiling at construction, farming, blue-collar work. Beer as reward for hard day’s work. Unstoppable. “Outwork them all.” “Sweat the details.” “Grit.” “Get more done.”

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