The Culture Code: An Ingenious Way to ...

Why does an American SUV have to have round headlights? Why is the idea of making cheese from pasteurized milk doomed to failure in France? Why should advertising for the same product in America, Germany or France be different? Because the perception of any thing, phenomenon or concept-be it a car, food, human relations or even the country itself-goes back to the earliest impressions of childhood and is stored in the deepest part of the brain, which is responsible for survival. The secret meaning of established images is different in every culture. It is a kind of lock, and it is opened with the help of a cipher - the cultural code. The study of cultural codes led psychologist Clotaire Rapaille to the business world, where his knowledge has brought great practical benefit. The world's leading companies use Rapaille's ideas in product development and advertising campaign planning.