Code-X (4)
By: Joshua Glenn | Categories: Codebreaking, Semiotics

garnier skin renew

Call this market category code: Clarified Reality.

Definition: In skin-cleaning and domestic laundry/cleaning categories, Clear Reality coding emphasizes the idea that there are two realities: dirty/blurry and clean/clear. Tone is forceful, scientific, moralistic. Visual cues: shiny, new, clean reality emerging from beneath dirty and old one; scientific diagrams, medical color scheme.

oxi clean

Notes on this code: The idea is that the dirty/blurred reality isn’t the real reality, that achieving clarity is a moral imperative, and that you [always a woman, according to my research thus far] require the aid of a powerful reality-clarifying product created by medical/scientific experts.



MORE SEMIOSIS at HILOBROW: Towards a Cultural Codex | CODE-X series | DOUBLE EXPOSURE Series | CECI EST UNE PIPE series | Star Wars Semiotics | Icon Game | Meet the Semionauts | Show Me the Molecule | Science Fantasy | Inscribed Upon the Body | The Abductive Method | Enter the Samurai | Semionauts at Work | Roland Barthes | Gilles Deleuze | Félix Guattari | Jacques Lacan | Mikhail Bakhtin | Umberto Eco



Joshua Glenn is a cultural and brand semiotician, and co-principal of the agency SEMIOVOX LLC. He is editor and publisher of HILOBROW and the Radium Age sci-fi paperback imprint HILOBOOKS. He is author of (with Mark Kingwell and the cartoonist Seth) THE IDLER'S GLOSSARY (2008) and THE WAGE SLAVE'S GLOSSARY (2011); and he is co-editor of the object-oriented story collections TAKING THINGS SERIOUSLY (2007) and SIGNIFICANT OBJECTS (2012). With Elizabeth Foy Larsen and Tony Leone, Josh produced the popular family activities guides UNBORED (2012), UNBORED GAMES (2014), and UNBORED ADVENTURE (2015), not to mention two UNBORED activity kits from MindWare. In the ’00s, Josh was an editor and columnist for the BOSTON GLOBE's IDEAS section; in the ’90s, he published the high-lowbrow zine/journal HERMENAUT. He was born and raised in Boston, where he lives with his wife and sons.