Cultural Code: How We Live, What We Buy and Why

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 of the same product be different in America, Germany, or France? Because... the perception of any object, phenomenon, or concept — whether it's a car, food, human relationships, or even the country itself — dates back to 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 sort of lock, and it is opened using a code — a cultural code. The study of cultural codes led psychologist Clotare Rapai into the business world, where his knowledge has proved immensely practical. Leading companies around the world use Rapai's ideas in product development and advertising campaign planning. .