Marketing Code-X

The Bright Side

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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.

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THE BRIGHT SIDE” NORM: Life may seem bleak, colorless, meaningless— but everything will be beautiful. Stay hopeful.

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THE BRIGHT SIDE” FORMS: Wizard of Oz effect — drab world turning into magical technicolor. Sense that the sun has just come out from the clouds. Optimistic, in the face of difficult situation. “Say hello to a lighter feeling.” “Positive life.” “Life will go on.”

From a 2018 study of the GET IT BACK space, defined as “Yes, your life has changed for the worse — but there’s reason to be optimistic. We can fix this.

Tags: CODE-X, Making a Big Change