Marketing Code-X (Marketing)

Combat Ready

Image for Combat Ready

Omega 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.

Saint Laurent ad

COMBAT READY” NORM: Life as a mission impossible — requiring constant preparation, training, awareness, confidence in one’s abilities.

Dassault Aviation ad. “Every inch reflects its military DNA.”

COMBAT READY” FORMS: Bad-ass types, military signifiers.

From a 2025 audit of the VISION space (getting involved in the world in a controlled way) within the Fine Writing category.

Tags: CODE-X, Fine Writing