Marketing Code-X

Shedding Inhibitions

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Beats by Dre social

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.

Vitaminwater ad

SHEDDING INHIBITIONS” NORM: Don’t just leave civilization behind — cast off its shackles from your mind, body, and spirit.

Clif FB, Ace Hotel FB, Rugged Maniac 5k ad, Mini Cooper commercial

SHEDDING INHIBITIONS” FORMS: Adventurers acting crazy, doing things in a larger-than-life way, expressing themselves fully. Exhortations to cut loose, live large: “Let it happen,” “Regret nothing,” “Don’t give a fuck.”

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