Marketing Code-X

Climb Higher

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Voltaren website: "When you get to the top, you can only keep on climbing."

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.

Advil TV spot: “Nothing stops me. Advil, don’t let pain stop you.”

CLIMB HIGHER” NORM: Rethink what is possible in your life. Push past barriers and achieve greatness.

Dolo Neuro-bion social: “Women who outdo themselves.”

CLIMB HIGHER” FORMS: Mountain climbing and other athletic activities as a metaphor for pushing yourself beyond limits. Success in career. Life coach tonality. “Nothing stops me.” “Keep on climbing.” “Women who outdo themselves.”

From a 2019 study — conducted in partnership with Semiotica Studio — of the CHANGE YOUR LIFE territory (a transformative journey of liberation) within Mexico’s Pain Relief category.

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