Shamrock Farms website
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.
“SMOOTH LIFE” NORM: Milk helps take the edge off of daily life.
“SMOOTH LIFE” FORMS: Chillaxing. People relaxing — de-stressing, self-soothing, being mindful. ”Me” time. Active yet relaxing outdoor activities — e.g., yoga, paddle-boarding. Goes down easy. “Our Velvety Smooth Products.” “a2 Milk with the natural A2 protein is easier on digestion and may help some avoid discomfort.” (A2) “Peas are easily digested and hypoallergenic. That means you get full without feeling bloated or uncomfortable.” (Ripple)