Rapaille's 5 principles provide a framework for understanding culture: 1. Deeply held beliefs and instincts lie in the subconscious brain regions rather than conscious thoughts. 2. Emotions create strong mental connections that condition our perceptions in predictable ways. 3. Every situation has a biological, cultural, and individual structure that shapes its true meaning. 4. Extremely strong early life impressions vary based on one's culture and determine much of our subconscious thinking. 5. To understand a culture's meanings, one must learn its "codes" where words, actions and symbols have distinct interpretations depending on the culture.

1. Rapaille’s 5 principles Principle 1: You can’t believe what people say brain Cortex—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 structure Any 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 another Extremely 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

2. 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 neutral Everything 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

3. 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

4. French culture code Shopping = learning your culture America = space travelers German 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