The document discusses cultural codes and how they shape human behavior and identity. It provides context on marketing specialist G. Clotaire Rapaille and his work identifying unconscious cultural archetypes. There are three types of cultural codes - preliterate, literary, and screenful - which contain basic codes that generate new, secondary codes. Rapaille believes cultural codes create unconscious impressions that strongly influence our actions and define who we are. Understanding a culture's hidden code allows anticipating needed products/services and potentially manipulating people.

2. •As the key to understanding the type of culture, unique
cultural features encoded in some form of information to
identify a culture
•Cultural code defines a set of images that are associated with
a particular set of stereotypes in our minds. This is sort of
cultural unconscious, which is hidden even from our own
understanding, but is also seen in our actions
•Cultural code of a nation helps to understand the behavioral
responses of its inhabitants, as the cultural code of a
corporation it self on the related to their executives and work
force as well

3. There are three kinds of global cultural codes:
•Preliterate (traditional)
•Literary
•Screenful (the amount of information visible at
one time on a display – Merrian Webster Dic.)
Each type contains basic cultural code, opened to
self-generation of new, secondary cultural codes

4. G. Clotaire Rapaille, or Gilbert Clotaire Rapaille, is a marketing
specialist. Born in France, he has a doctorate from La Sorbonne. He
moved to the United States in the early 80s
Dr. Rapaille's technique for market research has grown out of his work
in the areas of psychiatry, psychology, and cultural anthropology
Dr. Rapaille developed his theory on the brain after working as a
psychologist for autistic children and studying Konrad Lorenz ”theory
of Imprints” and John Bowlby ”theory of attachment”
He is known for advising politicians and advertisers on how to
influence people's unconscious decision making.
Rapaille's work identifies the unstated needs and wants of people in a
certain culture or country as cultural archetypes (see the books: “The
Cultural Code” and “7 Secrets of Marketing”)

6. “The Cultural Code”
Clotaire Rapaille
Clotaire Rapaille, CEO of Archetype Discoveries Worldwide Consultancy,
the author of the renowned book "The Cultural Code" (Free Press), says:
"People and brands generate remarkable impressions" as a cultural code.
A code that effectively mark the behavior, and the very identity of human
beings, institutions, and perhaps countries.
This cultural code, it is the unconscious image of how we humans perceive
the value of a brand, or identity
BRANDS, IDENTITIES AND CODES GENERATE CONNECTIONS AND
BEHAVIORS AND A WAY OF LIVING

7. In every culture there is a hidden code that determines our way of acting
and thinking. Knowing this code means:
Negatively considering: to be able to manipulate individuals and turn them
into consumers, collaborators, supporters
Positively considering: to recognize the code and anticipate necessary
services and products that are and/or may give the opportunity for growth
of the individual in society and the environment
The use of this information will depend only on the type of business you are
...

8. •CREATIVITY FOR INNOVATIVE FORMS OF COMPETITIVENESS
•INTEGRITY, HONESTY AND TRANSPARENCY
•COMMITMENT TO SUSTAINABILITY (LONG-TERM VISION)
•CONFIDENCE THROUGH PERSONAL AND PROFESSIONAL
CONSIDERATION
•SECURITY AND SUPPORT TO THOSE WITH WHOM WE
INTERACT
•SITUATIONAL AWARENESS

9. •Act with transparency and respect to the agreements with the different
publics with which the company interacts, promoting durable and reliable
connections
•Employing the highest standards of quality and service available, trying
to satisfy our customers
•Generate innovative forms of growth and development that add value to
the company and its shareholders
•Promote a reasoned statement supported by veracity of the information
and facts
•Provide a safe and healthy workplace that encourages initiative, creativity
and continuous growth of human capital
•Contribute to the integral development of the communities where we
operate and society at large, while respecting their culture and customs
•Establish a sustainable management of processes, based on the balance
between economic, social and environmental dimensions
•Comply with national laws and international conventions and
integrating our value chain in this undertaking and promoting a
sustainable and competitive business environment

10. “When an impression occurs, it strongly conditions our processes
and gives shape to our future actions. Each deep impression helps
make us more and more what we are. The combination of deep
impressions defines us”. (G. Clotaire Rapaille)

11. •Kononenko B. The big Dictionary of Cultural Studies. Moscow,
2003 - ISBN 5-94538-390-2
•Culture and Cultural Studies: Glossary. Moscow, 2003. ISBN 588687-134-9
•Rapaille, G.Clotaire. “The Culture Code: An Ingenious Way to
Understand Why People”. New York, 2006. ISBN 978-0-7679-2056-8