Early life and education[ edit ] Rapaille was born in France and immigrated to the United States in the early 80s. He called that primal emotional association an imprint. This imprint determines our attitude towards a particular thing. These pooled individual imprints make up a collective cultural unconscious, which unconsciously pre-organize and influence the behavior of a culture. MacLean , which describes three distinct brains: the cortex , limbic , and reptilian. Beneath the cortex, the seat of logic and reason, is the limbic, which houses emotions.
|Genre:||Health and Food|
|Published (Last):||4 June 2004|
|PDF File Size:||16.70 Mb|
|ePub File Size:||8.1 Mb|
|Price:||Free* [*Free Regsitration Required]|
So I decided that I would start reading it all over again this year and yeah I did. He sites great examples from other cultures and comparisons after reading it, I still feel he made many good points on how humans deal with things. This book was full of information of how people think and why they do things, specifically buy things that they buy.
And this was realy interesting. I found it fast read and full of interesting information about culture codes that have been discovered by Rapaille over time.
He got my attention in chapter 3 when he mentioned the code for beauty and fat. He says the American code for fat is "checking out" This means people get fat, so they can withdraw from society. That seems a bit like asking for the cultural code for gravity.
It really seems more an issue of food tasting good and calories in and calories out at the waist. Rapaille argues each product makes a unique imprint on members of any given culture. This imprint can be described in only a few words.
Based on this, Rapaille suggested replacing square headlights with round ones, because horses have round eyes. The Jeep was then successfully marketed as a "horse" in America.
But in France and Germany, Jeeps were seen differently. Chrysler marketed Jeeps in Europe as symbols of freedom. TheCultureCode is a book that represents an important contribution to understanding how cultures work their ways on people.
¿Cómo funcionan los códigos culturales?
5 lecciones de Clotaire de Rapaille sobre códigos de consumo