Code-X (4)
By:
May 6, 2014
Call this market category code: Clarified Reality.
Definition: In skin-cleaning and domestic laundry/cleaning categories, Clear Reality coding emphasizes the idea that there are two realities: dirty/blurry and clean/clear. Tone is forceful, scientific, moralistic. Visual cues: shiny, new, clean reality emerging from beneath dirty and old one; scientific diagrams, medical color scheme.
Notes on this code: The idea is that the dirty/blurred reality isn’t the real reality, that achieving clarity is a moral imperative, and that you [always a woman, according to my research thus far] require the aid of a powerful reality-clarifying product created by medical/scientific experts.
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