Advil TV spot: "Nothing stops me, not even a strong back and neck pain"
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.
“DO WHAT YOU LOVE” NORM: Live a highly meaningful life, doing what you love, pursuing your passion. Interesting to note that all the examples from the Mexico audit involving music.
“DO WHAT YOU LOVE” FORMS: People overcoming pain in order to lead rich, full, meaningful lives. Doing what they care most about — not just work. Life coach tonality. “Nothing stops me.” “Hit the PLAY button of your life.”
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.