Why do American jeeps have to have round headlights? Why is the idea of making cheese from pasteurized milk doomed to fail in France? Why must the advertisement for the same product in America, Germany, or France be different?
Because the perception of any object, phenomenon or concept — whether it's a car, food, relationships between people, or even the country itself — is rooted in the earliest childhood impressions and is stored in the deep part of the brain responsible for survival.
The hidden meaning of established images in each culture is unique. It is a kind of lock that opens with a cipher — the cultural code. The study of cultural codes led psychologist Clotaire Rapaille into the world of business, where his knowledge has brought enormous practical benefits.
Leading companies in the world use Rapaille's ideas when developing products and planning advertising campaigns.
Features
Without claiming to be popular science — the author insists on his own developments.
Fried facts from the lives of Americans and French: how does the cultural code of the two nations help and hinder in everyday life?
How to predict the success of an advertising campaign by asking focus groups more than strange questions?
Statistical data from surveys on a variety of topics.
