Marketing Code-X

Keep Pushing

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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.

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KEEP PUSHING” NORM: Adventure means never being satisfied with your performance, always looking to improve.

Clockwise from top left: Mountain Dew ad, Garmin ad (detail), American Ninja Warrior, Stephen Curry in Muscle Milk ad

KEEP PUSHING” FORMS: Image of a person striving to overcome their own limits — often with an encouraging slogan. Coach tonality. “To get to easy you have to go through hard.” “Push yourself to the brink.” “Vs.”

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