Chobani Oat commercial. “Imagine a world where non-dairy oatmilk is creamy and delicious.”
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.
“MAGIC NATURE” NORM: Our natural ingredients are fantastically special.
“MAGIC NATURE” FORMS: Disney-style magic. Oats, almonds, etc., magically funneling into the milk bottle — or whirling around it. Suggestion that the product isn’t created in a factory but instead the process happens by itself. Nature celebrating. Celebratory beams of light, for example, surrounding the product.