Marketing Code-X

Mountain Man

Image for Mountain Man

Carhartt commercial

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.

Isopure ad

MOUNTAIN MAN” NORM: Neo-primitive masculine ideal — Grizzly Adams and Jeremiah Johnson types. Anti-civilization.

Jason Momoa modeling outdoor gear in GQ

MOUNTAIN MAN” FORMS: Muscular, outdoorsy men with long beards and hair. Unkempt and slightly savage-looking.

From a 2017 study of the BREAK FREE (defined as: freedom from internalized social and cultural norms) territory within the Adventure space in US brand communications.

Tags: Adventure, Break Free, CODE-X