Code-X (18)
By: Joshua Glenn | Categories: Codebreaking, Semiotics

triscuit

Call this snack-food category code: Cracker Occasions.

Definition: Cracker Occasions coding offers signifiers of special occasions — each with its own particular rituals, mode of dress, guest list, and accoutrements… one of which is the cracker and/or its toppings.

ritz

Notes on this code: Unlike chip brands, whose messaging tends to be about mindless munching and extreme flavors, cracker brands would have us associate the cracker with particular occasions. The cracker is wholesome, a bread substitute, special.

town house

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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.