Marketing Code-X

Stop Being Serious

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Patagonia 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.

North Face ad

STOP BEING SERIOUS” NORM: Adventure is fun. Fun is an adventure. Get in touch with your inner child and play.

The Girl Outdoors website, Cairn Twitter, REI FB, FitBit website

STOP BEING SERIOUS” FORMS: Adventurers goofing around. Note: Most of the goofball adventurers we found were women. Playful. “Join the fun!” “Make any terrain your playground.” “Resow your wild oats.”

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: CODE-X