Marketing Code-X

Rest & Recharge

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Skratch social media

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.

Big Agnes ad

REST & RECHARGE” NORM: Taking a break isn’t the opposite of working hard — it’s a smart strategy for canny adventurers.

Clockwise from top left: Outside Magazine website, Gatorade commercial, Prana social, Eno ad

REST & RECHARGE” FORMS: Adventurers lying down, chilling, napping — but not necessarily going to sleep for the night. “If it’s not game time, it’s recover time.” “Rest easy, mama.”

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: Adventure, CODE-X, Test Yourself