Marketing Code-X

In the Name of Love

Image for In the Name of Love

Tylenol PM 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.

Tylenol print ad

IN THE NAME OF LOVE” NORM: Don’t let pain keep you from being with the one(s) you love.

Xeljanz print ad

IN THE NAME OF LOVE” FORMS: Amorous. Couples canoodling. Hearts. “In case your valentine has a ‘real’ headache tonight.”

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

Tags: CODE-X