Code-X (17)
By: Joshua Glenn | Categories: Codebreaking, Semiotics

Coors Light

Coors Light

Call this North American beer category code: Extreme Leisure.

Budweiser

Budweiser

Definition: Idealized lifestyle — extreme sports associated with beer brands.

Notes on this code: Although this Extreme Leisure coding was dominant in communications from the US & Canadian beer category the time I collected these examples — in 2011 — it’s important to note that at some point in the past, this type of coding was emergent. It emerged as a rejection of the Protestant work ethic — through the lens of which leisure activities were seen as a reward for hard work.

Kokanee

Kokanee

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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 editor of the object-oriented story collections TAKING THINGS SERIOUSLY (2007) and (with Rob Walker) 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.