Clover Sonoma commercial
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.
“HAPPY COW” NORM: We take terrific care of our animals.
“HAPPY COW” FORMS: Cows living their best lives. Wide open pastures, free-range Cows being pet and hugged. Cows who seem to have personality. Close-up snapshots, “selfies.” Smiling people with cows. “We love cows! We tend our herds humanely and with respect.” (Horizon) “Home to happy cows” (Clover Sonoma) “Go play!” (Organic Valley) “Happier and healthier cows lead to more nutritious dairy” (Stonyfield)