Marketing Code-X

Open Up

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Start Talking Stop AIDS 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.

Bring Change to Mind

OPEN UP” NORM: Work up the courage to tell your story, to ask difficult/scary questions, to keep your loved ones in the loop.

Axe “Find Your Magic”

OPEN UP” FORMS: Lovers having intimate conversations, people boldly sharing something painful/shameful. Pep talk. Encouraging you to do something that makes you uncomfortable.

From a 2018 study of the GET OVER YOURSELF space, defined as “When making a big change, it’s not just up to you. Look beyond yourself for support and purpose.

Tags: CODE-X, Making a Big Change