Code-X (13)
By: Joshua Glenn | Categories: Codebreaking, Semiotics

goldman sachs

Call this culture code: Tomorrow Never Knows.

medical mutual

Definition: Conveys the message that the “most” in the notion “getting the most out of each day” refers to resisting the temptation to resign oneself to hopelessness — because tomorrow might be an improvement. Not an exuberant “carpe diem” notion, but not fatalistic either.

Notes on this code: Medical Mutual insurance ad: Bob Feller: “Every day is a new opportunity. That’s life. That’s baseball.” Goldman Sachs ad: “You never stop growing.” Seroquel (anti-depression) ad. “Isn’t it time to put more distance between you and your depression?”




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.