The Culture Code
4
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Transcript of The Culture Code
Rapaille’s 5 principles
Principle 1: You can’t believe what people say
brainCortex—part brain control intelligence
Reptilian—place where instincts housed
Where real answers lie
Principle 2: Emotion is the energy required to learn
anything
Stronger emotion more clearly experience learned
Emotions create series mental connections (mental highways)—
reinforced by repetition
Mental highways condition us see world in predictable ways
Principle 3: The structure, not the content, is the message
Key to understanding true meanings behind actions is
understand the structureAny situation, three distinct structures in
action
Structure 1: biological structure--DNA
Structure 2: Culture
Structure 3: individual
Principle 4: There is a window in time for imprinting, and the meaning of the imprint
varies from one culture to anotherExtremely strong imprints placed in
subconscious at early age determined by culture in which raised
Principle 5: To access the meaning of an imprint within a
particular culture, you must learn the code for that imprint
Every word, action, symbol has code
Brains supply Codes subconsciously
Discover Codes when find common
messages
Messages vary greatly from
culture to culture, and, therefore, so
do Codes
Cultural unconscious
Illuminate an unconscious that uniquely guides
each of us depending on cultures that produced us
Keri Kaneshiro
16 Mei 2007
COM 499
Cultural change
Via powerful imprints
Alter “reference system” of culture
Significance passed down subsequent generations
Adolescence
American culture
Intense focus on “now”
Dramatic mood swings
Constant need exploration & challenge
authority
Fascination with extremes
Openness to change & reinvention
Strong belief that mistakes warrant second chances
Codes—value neutralEverything experience in life
lies somewhere on axis between two extremes
When one seeks bring something new to
culture, one must adapt idea to culture
Alibis give “rational” reasons for doing
things do
When advertiser knows associating product with certain Code will trigger negative feelings, can choose sidestep Code
completely
Keri Kaneshiro
16 Mei 2007
COM 499
American culture code
love = false expectation
Seduction = manipulation
Sex = violence
Beauty = man’s salvation
Fat = checking out
Health and wellness = movement
Doctors = hero
Nurse = mother
Hospital = processing plant
Youth = mask
Home – “re-”
Betty Crocker = the soul of the kitchen
Dinner = essential circle
Work = who you are
Money = proof
Quality = it works
Perfection = death
Food = fuel
Alcohol = gun
Shopping = reconnecting with life
Luxury = military stripes
American presidency = Moses
America = dream
Keri Kaneshiro
16 Mei 2007
COM 499
French culture code
Shopping = learning your culture
America = space travelersGerman culture code
America = John Wayne
English culture code
America = unashamedly abundant
France = idea
Germany = order
England = class
Canadian culture code
Canada = to keep
Keri Kaneshiro
16 Mei 2007
COM 499
