Discovering the codes of contemporary pleasure

18 May 2021

The landscape of pleasure; where and how we find moments of joy and experience pleasure is ever changing and the last year has seen more changes than most. But, if the past 12 months has taught us anything positive about human nature, it is that people are always finding new (or rediscovering old) ways to enjoy themselves.

From the simple pleasures found through the natural world or inner peace and solitude, to the transportive effect of eccentric theatrical whimsy and hedonism found in the contrast between euphoric lights and dark fantasy of the night. As we focus on life post pandemic, the need for joy and pleasure in our lives is more important than ever.

It is this changing landscape we explore in our latest report, through our online-only semiotics methodology, Signals - powered by our Discover.ai platform. 

Delving into a range of rich and inspiring sources across categories, media sources and lifestyle activities we’ve uncovered a series of exciting and emergent visual codes and applied them to the premium alcohol space to bring them to life.

But, these codes of contemporary pleasure, can just as easily be applied to other categories that bring us joy and satisfaction or even those that want to borrow from or stretch into the area of contemporary pleasure.

Our latest report provides a deep dive into the codes of Eccentric Fancy, Light-Dark Fantastic, Gentle Solitude and Bold, Colourful Clash from the four key thematic spaces that illustrate pleasure in modern life:

  • Deeper depths – where we derive pleasure from our inner selves, looking inward to our spirituality and sense of self
  • Grounded Gratification – finding pleasure in nature, handicraft, provenance and established traditions
  • Outer limits – pleasure through pushing the boundaries of convention in the search of fresh hedonism
  • Full blooded – activating our primal and sensuous instincts for pleasure

To explore this exciting landscape, click here to download our Semiotic codes of Contemporary pleasure

Happy reading!

 

Written by Ferdie Simon

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