Why should an American SUV have round headlights? Why is the idea of making cheese from pasteurized milk doomed to failure in France? Why should advertising for the same product be different in America, Germany, or France? Because the perception of anything, phenomenon, or concept - be it a car, food, relationships between people, or even the country itself - goes back to the earliest childhood impressions and is deposited in the deep part of the brain, which is responsible for survival. The secret meanings of different images are different in every culture. This is a kind of lock, and it is opened using a cipher - a cultural code. The study of cultural codes led psychologist Clotaire Rapaille to the world of business, where his knowledge brought enormous practical benefits. Leading companies in the world use Rapaille's ideas when developing products and planning advertising campaigns
