Marketing Code-X

Stay Sexy

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Healthysexual by Gilead PSA

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.

Washington, DC’s PrEP PSA

STAY SEXY” NORM: Making a mature decision to be more careful doesn’t mean you’re a fuddy-duddy. You’re still sexy, spontaneous, wild.

Birds Bees & STDs PSA

STAY SEXY” FORMS: Erotic, physical, intimate. Bright, flashy colors — lipstick, wrestler’s mask, condom. Purple. Sex-positive, playful, unashamed. “Healthysexuals.” “The thrust of this message.” “Play safe.” “Free love.”

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