Marketing Code-X

Spiritual Test

Image for Spiritual Test

Isopure ad

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.

Fear{less} with Tim Ferris poster

SPIRITUAL TEST” NORM: Not a quest but a test — of your body and also your spirit. Finding out what makes you tick.

North Face commercial

SPIRITUAL TEST” FORMS: Serious, even grim or angry-looking faces. Steady gazes, chins raised defiantly, shoulders back. Uplifting credo. “Move like you mean it.” “Why ration passion?” “I am pure focus.”

From a 2017 study of the TAKE CHARGE (defined as: freedom to control your life, take the lead, realize a vision) territory within the Adventure space in US brand communications.

Tags: Adventure, CODE-X, Take Charge