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.

“CARTOON ACTION” NORM: Let us teach you about illness and how to treat it — in a fun, accessible, slightly childish way.

“CARTOON ACTION” FORMS: Cartoonish, exaggerated, unreal images, bursts, and special effects; sometimes these are superimposed on realistic scenes and photos. Method of action visuals which are cartoonish — like a science video for school children. Bubble letters, logos with bursts and ”action” graphics — like comic books. Rocket ships, astronauts. Superhero- or adventure-like tonality: e.g., “Houston, we have a problem,” “Slay your cough dragon,” “In a world… of hard-working immune systems, thankfully there’s Airborne Man.”

From a 2020 audit of the Health & Wellness space.