Marketing Code-X

Kick Back

Image for Kick Back

Naomi Osaka in commercial for Beats by Dre

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.

Bottega Veneta

KICK BACK” NORM: There’s more to life than working hard — we applaud your idleness.


KICK BACK” FORMS: Men (almost always men) who “should” be climbing the corporate ladder, pursuing success, starting businesses, etc. — shown elegantly lounging. Not just sitting elegantly slumped, but actually prostrate and immobile. Naomi Osaka lying down on tennis net: “Move how you want.”

From a 2022 study of the US Luxury space — across categories.

Tags: Accessories, CODE-X, Fashion, Luxury