Call this financial services category code: Boomer Visionquest.
Definition: Throughout their lives, Boomers have sought inspiration in visionary “eureka” moments. This generational tendency is exploited via investment and other financial services advertising.
Notes on this code: Metaphors of vision, liminality and transformation (bridges, windows), rational yet utopian plan for change (rainbow made of bar graphs is a nice touch). Tricky balance between scare tactics — your financial situation is insecure! — and appeal to Boomer faith that nothing truly bad will ever befall their generation.
MORE SEMIOSIS at HILOBROW: The Double Exposure 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