Code-X (20)
By: Joshua Glenn | Categories: Codebreaking

doritos

Call this snack-chips category code: Snacking Surrealism.

Definition: Absurdist, ironic, magical, deeply strange evocations of the snacking experience.

doritos 2

Notes on this code: Surrealist experience is a reason-to-believe for chips brands like Doritos and Cheetos. A thumb in the eye to other brands’ more earnest r-t-b codes (like the code we might call Olde Tyme); and a trumping of dominant r-t-b chips codes like Adventurous or Exclusive. You want adventurous and exclusive? Step into the Twilight Zone of snacking.

cheetos

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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.