Code-X (14)

By: Joshua Glenn
June 20, 2014

Sentry Investments ad: stock ticker symbols UP for “Big Picture” and “Windex,” DOWN for “Rose-Coloured Glasses.”

Call this financial services category code: Boomer Visionquest.

Definition: Throughout their lives, Boomers have sought inspiration in visionary “eureka” moments. This generational tendency is exploited via investment and other financial services advertising.


Notes on this code: Metaphors of vision, liminality and transformation (bridges, windows), rational yet utopian plan for change (rainbow made of bar graphs is a nice touch). Tricky balance between scare tactics — your financial situation is insecure! — and appeal to Boomer faith that nothing truly bad will ever befall their generation.




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

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