In "The Culture Code," Dr.Clotaire Rapaille describes his book as "a culmination of more than three decades of experience of decoding imprints for major corporations around the world." Imprinting, a term first coined by Konrad Lorenz, is the combination of an experience and its accompanying emotion. For example, parents tell their young child not to touch a hot pan on the stove as it will burn the baby. Because this concept is too abstract, the child reaches out and grabs the hot pan anyhow, and it burns him/her. The baby screams from the pain and learns what "hot" and "burn" mean. The child is very likely never to forget this. Although this scenario may seem extreme, it is an obvious example of how imprinting takes place. As imprints occur, they strongly condition our thought processes and shape our future actions. Dr. Rapaille believes that the combination of imprints may very well define us.
His work on imprinting has led him to the discovery of a third unconscious - the cultural unconscious. Every culture has its own mindset. Rapaille states, "that mind-set teaches us about who we are in profound ways." For example, Dr. Rapaille discovered that for Americans, the emotions attached to the experience of driving a car are very strong indeed. The American Code for cars is IDENTITY. We want cars that are distinctive, remind of us Sunday drives, personify the freedom of getting behind the wheel for the first time, and connect us to many other feelings and situations from our pasts. It was this "discovery" of the imprint of cars in the US that led a famous auto maker to develop a new vehicle that was an instant hit. (You'll have to read the book to find out more). You may be amazed to find out that he and his corporation, Archetype Discoveries, are the architects behind many of the products we buy. The Culture Code is the unconscious meaning we apply to anything - a car, a food, a relationship, even a country - because of the culture in which we were raised.
So, how does he "crack" the Code? He does it in structured three hour sessions. First, he pretends he's someone from another planet and has no concept of the product the company wants to distribute. For example, if the product were coffee, he would ask the group participants to help him understanding what coffee is. Next, he has them cut words and phrases from magazines and make a collage of stories about coffee to give him additional identifying characteristics. In the third hour,(and this is what interests me most), he has the participants lie on the floor with pillows. He then puts on soothing music and instructs the
participants to relax. Dr. Rapaille explains why. "What I was doing was calming their active brainwaves (bold is mine), getting them to the tranquil point just before sleep." Now, who can tell me what he was doing in this third hour? Email me at consult4hypnosis@aol.com if you think you know the correct answer.
So, how does he "crack" the Code? He does it in structured three hour sessions. First, he pretends he's someone from another planet and has no concept of the product the company wants to distribute. For example, if the product were coffee, he would ask the group participants to help him understanding what coffee is. Next, he has them cut words and phrases from magazines and make a collage of stories about coffee to give him additional identifying characteristics. In the third hour,(and this is what interests me most), he has the participants lie on the floor with pillows. He then puts on soothing music and instructs the
participants to relax. Dr. Rapaille explains why. "What I was doing was calming their active brainwaves (bold is mine), getting them to the tranquil point just before sleep." Now, who can tell me what he was doing in this third hour? Email me at consult4hypnosis@aol.com if you think you know the correct answer.How the process progresses will be my next topic.
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"The Professor"
"The Professor"
