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?”

seroquel

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Joshua Glenn is a Boston-based semiotic culture and brand analyst. He is editor/publisher of HILOBROW and the Radium Age science fiction imprint HILOBOOKS. In addition, Josh is co-author of several books, including (with Mark Kingwell and the cartoonist Seth) THE IDLER'S GLOSSARY and THE WAGE SLAVE'S GLOSSARY, the object-oriented story collections TAKING THINGS SERIOUSLY and (with Rob Walker) SIGNIFICANT OBJECTS, and (with Elizabeth Foy Larsen) the family activities guides UNBORED, UNBORED GAMES, and the forthcoming UNBORED ADVENTURE. 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.