Nescafé — Barista magazine: “Whether people like or dislike me, I’m grateful for the attention”
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.
“BFF” NORM: For a working woman, coffee is your sidekick and supporter.
“BFF” FORMS: Women (real/fictional) with established career. Collaboration with famous comic series about working woman. Introducing successful women at their workplace. Encouraging and friendly tonality; not necessarily obvious feminist language but taps into positive empowerment. “Whether people like or dislike me, I’m grateful for the attention” (in a context where she explains how strong her mentality has become through her YouTube work); “busy life,” “aspirational,” “being myself,” ”my way to refresh/relax,” etc.
From a 2021 study of the YOU DO YOU (It requires self-confidence and support to blaze your own trail) territory, within Japan’s Coffee category.