Code-X (4)

By: Joshua Glenn
May 6, 2014

garnier skin renew

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.

oxi clean

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.



MORE SEMIOSIS at HILOBROW: Towards a Cultural Codex | CODE-X series | DOUBLE EXPOSURE Series | CECI EST UNE PIPE 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


Codebreaking, Semiotics