Matthew McC. in Wild Turkey print 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.
“CREATIVE ELITE” NORM: Suggestion that the brand is intended for an elite type — not someone who inherited wealth or was born into certain traditions, but instead a self-made, even self-invented person. An entrepreneur, a pioneer. A renaissance man or woman.
“CREATIVE ELITE” FORMS: “I’ve always wanted to be many things.” “One Life/ Live them.” (Remy Martin). “Meet Wild Turkey’s new Creative Director, Matthew McConaughey.” (Wild Turkey). “Appropriately complex” — Hennessy. “Evan Williams The Entrepreneur, The Politician, and most importantly The Distiller” (Evan Williams). Rugged men in sophisticated clothes; and sophisticated men in rugged clothes. Contexts and scenarios suggesting creative, entrepreneurial work is being done. Figures well known for being more than merely actors, say: they’re also directors, painters, architects, writers.