Why does an American Jeep have round headlights? Why is the idea of making cheese from pasteurized milk doomed to failure in France? Why should advertising of the same product in America, Germany or France be different? Because the perception of any thing, phenomenon or concept - be it a car, food, relationships between people, and even the country itself - goes back to the earliest childhood impressions and is deposited in the deep part of the brain that is responsible for survival.

Secret the meaning of the prevailing images in each culture is different. This is a kind of lock, and it opens with the help of a cipher - a cultural code. The study of cultural codes led the psychologist Kloter Rapay to the world of business, where his knowledge was of great practical use. Leading companies in the world use Rapay's ideas in product development and advertising campaign planning.

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