Marketing Code-X

Busting Loose

Image for Busting Loose print ad

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.

Pain Specialists of Charleston commercial

BUSTING LOOSE” NORM: You’ve been a prisoner of pain for too long. It’s time to stage a jailbreak.

Laser Spine Institute print ad

BUSTING LOOSE” FORMS: Women shown breaking free from pain. Arms stretched out in a gesture of liberation. Visual metaphors for pain retreating. Fake smile replaced by a real one. “Finally, free yourself from back pain.” “Chronic migraine doesn’t have to knock me down.”

From a proprietary 2019 study of the Back to Normal space within the Pain category (US).

Tags: CODE-X, Pain