Dr. Clotaire Rapaille is a French-born psychologist, now an American citizen, who has become a marketing guru retained by major Fortune 500 corporations worldwide. His work is based on the idea that every culture has a 'cultural unconscious' that drives the behavior of its members. His task has been to unearth our 'cultural archetypes' to reveal the way they shape our attitudes today. His discoveries have helped companies sell everything from coffee in Japan to cars in the U.S. (notably, he helped design Chrysler's distinctive PT Cruiser) and he has even helped to shape a U.S. Presidential campaign.
Some examples of the codes Clotaire Rapaille has discovered include:
* why Americans love the PT Cruiser (미국애들은 왜 PT Cruiser를 좋와하나)
* why German children need instructions to play Lego(독일 아이들은 레고놀이 하는데 설명이 필요한가)
* why Italian men are so good at seducing women(이탈리아 넘들은 여자를 잘 꼬시는가)
* why George W. Bush was on code for the American Presidency and John Kerry was on code for the French Presidency(부시는 미국대통령 스타일이고 존 케리는 프랑스대통령 스타일인가)
In The Culture Code, Dr. Rapaille decodes two dozen of our most fundamental archetypes—ranging from sex to money to health to America itself to give us a new set of glasses with which to view our actions and motivations. Why are we so often disillusioned by love? Why is fat a solution rather than a problem? Why do we reject the notion of perfection? Why is fast food in our lives to stay? The answers are in the Codes.