McCafe social media
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.
“HARD WORK” NORM: : Coffee is earned by those who put in effort all day, every day.
“HARD WORK” FORMS: Coffee product depicted as a work tool — something you require in order to function on the job. Coffee product juxtaposed with someone working at their job. Celebrating your (underappreciated) work: “Celebrating those who work hard”; “We are rewarding your hard work”; “Your hard work starts after the first mug.”