Code-X (7)
By:
May 20, 2014
Call this beverages (alcoholic and non-alcoholic) category code: Catalyst.
Definition: Catalyst coding conveys the message that a tiny addition to the base brand can have an exponential effect — ever expanding outward and transforming everything.
Notes on this code: Pure’s cranberry extract ad tagline: “What water would be if God were a cardiologist.”
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