Marketing Code-X

Family Time

Image for Family Time

Tempra social

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.

Dolo Neuro-bion TV spot

FAMILY TIME” NORM: Don’t let pain stop you from building memories with your children or grandchildren.

Aspirina TV spot: “Are you ready for the best concert? Aspirina Advanced alleviates twice as fast as the normal one so you don’t miss out on anything.”

FAMILY TIME” FORMS: Scenes of family togetherness. Rich, warm color palettes suggesting special moments that we’ll never forget. Savoring each moment. “Celebrate each extraordinary moment.” “Don’t miss out.” “Don’t let pain stop your story.”

From a 2019 study — conducted in partnership with Semiotica Studio — of the BACK TO NORMAL territory (getting back on track in life) within Mexico’s Pain Relief category.

Tags: CODE-X, Health & Wellness, Mexico, OTC Medication, Pain Relief