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.
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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.
The Culture Code by Clotaire Rapaille
Amazon The Culture Code is American to its core. His Code knows how and why Americans assume certain things about their lives, what external symbols represent and motivate their inner selves, what drives them to eat, drink, buy, work, and play, and how simple insights can challenge their limiting worldviews. It is hard to put down. It is easy to believe. At face value, it is a revolutionary new guide to modern life. Deep down, it is a caricature of American consumer culture, a pop spectacle, and a sublime example of reductionism. It is so wrong, but feels so right.