Cultural code. How we live, what we buy and why. Rapai K.

Why should the American jeep headlights be round? Why in France the idea of ​​making pasteurized milk cheese is doomed to failure? Why should the advertising of the same product in America, Germany or France be different?

Because the perception of any thing, phenomenon or concept - be it machine, food, relations between people and even the country itself - dates back to The earliest children's impressions are postponed in the deep part of the brain, which is responsible for survival. The secret meaning of the established images in each culture is its own. This is a kind of castle, and it opens with the help of a cipher - a cultural code.

The study of cultural codes led the psychologist Clater Rapai to the world of business, where his knowledge brought great practical benefits. Leading companies in the world use the ideas of Rapai in the development of products and planning advertising campaigns.