Marketing Code-X

Unselfish Effort

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Jack Links FB post

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.

US Army video

UNSELFISH EFFORT” NORM: Heroic self-sacrifice, compassion put into action, serving and protecting.

Budweiser “Stand By You” commercial

UNSELFISH EFFORT” FORMS: Firefighters, soldiers doing their duty. Companies and individuals pitching in for disaster relief. Voice of conscience. “Answer the call.” “Stand by you.”

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