Marketing Code-X

Respect Rituals

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Carhartt website

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.

RESPECT RITUALS” NORM: The best way to keep traditions alive is to pass them down from one person to another.

Coleman “Building American Adventures” commercial.

RESPECT RITUALS” FORMS: Hunting, fishing, camping, etc. Reverential. “It’s in your family tree.” “Respect for tomorrow.” “Hunt your legacy.”

From a 2018 study of the Timeless & True space — defined as staying true to yourself, a vanishing way of life — and what really matters.

Tags: CODE-X, Spirit of the West