Marketing Code-X

Winning a Prize

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The "immunity idol" from SURVIVOR

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.

YETI social

WINNING A PRIZE” NORM: The “test” provided by adventure depicted as a literal one, complete with prizes and trophies.

Clockwise from top left: Cairn website, Hipcamp website, Burton social, Gatorade social

WINNING A PRIZE” FORMS: Showing off your medal, your big fish — and other evidence that you proved your worthiness.

From a 2017 study of the TEST YOURSELF (defined as: achieving freedom from any physical constraints holding you back) territory within the Adventure space in US brand communications.

Tags: CODE-X