Marketing Code-X

Open Your Mind

Image for Open Your Mind

Emirates 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.

Turkish Airlines ad

OPEN YOUR MIND” NORM: Encounter and embrace exotic and unexpected perspectives and worldviews.

Instagram’s Instagram feed, North Face commercial, Airbnb commercial, TED Talks

OPEN YOUR MIND” FORMS: Close encounters with other cultures, being challenged by new ideas, making new friends. Exhortations: “Belong anywhere,” “Seek rarity,” “Outthink ordinary,” “Meet new people.”

From a 2017 study of the EVOLVE (defined as: freedom to reinvent yourself and to create your own purpose) territory within the Adventure space in US brand communications.

Tags: Adventure, CODE-X, Evolve