Clotaire Rapaille
 |
G. Clotaire Rapaille | |
|---|---|
| Born | August 5, 1941 |
| Nationality | French |
| Occupation | Marketing |
Gilbert Clotaire Rapaille, known as G. Clotaire Rapaille, is a French marketing consultant and the CEO and Founder of Archetype Discoveries Worldwide.[1] Rapaille is also an author, who has published on topics in psychology, marketing, sociology and cultural anthropology.
Early life and education
[edit]Rapaille was born in France and immigrated to the United States in the early 80s.[citation needed]
Rapaille attended The Paris Institute of Political Sciences for a degree in Political and Social Sciences and later went on to receive a PhD in Social Psychology from Paris-Sorbonne University.[2][better source needed]
Career
[edit]In addition to his books, 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.[3]
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.[4][5] This work led him to believe that while children learn a given word and the idea connected with it, they associate it with certain emotions. He called that primal emotional association an imprint. This imprint determines our attitude towards a particular thing. These pooled individual imprints make up a collective cultural unconscious, which unconsciously pre-organize and influence the behavior of a culture.[6][7]
Rapaille subscribes to the triune brain theory of Paul D. MacLean, which describes three distinct brains: the cortex, limbic, and reptilian. Beneath the cortex, the seat of logic and reason, is the limbic, which houses emotions. Camouflaged underneath those is Rapaille's theorized brain—the reptilian.[8]
Rapaille believes that buying decisions are strongly influenced by the reptilian brain, which is made up of the brain stem and the cerebellum. Only accessible via the subconscious, the reptilian brain is the home of our intrinsic instincts. It programs us for two major things: survival and reproduction. Rapaille proposes that in a three-way battle between the cortical, the limbic (home of emotion) and the reptilian areas, the reptilian always wins, because survival comes first. This theory has become the basis for his thoughts on what a product means to consumers on the most fundamental level.[9]
His theory that culture gets imprinted into the "Reptilian Brain" during early childhood[10][page needed] has been heavily contradicted by scientific evidence.[11][page needed] His practice of leading managers into regression sessions to tap into their unconscious in an attempt to discover a "code" word, has also been cited as "primitive" and has been heavily contradicted by scientific evidence.[11][page needed]
In the opening of his book, 7 Secrets of Marketing, he says, "Cultures, like individuals, have an unconscious. This unconscious is active in each of us, making us do things we might not be aware of."[12] This collective cultural unconscious can be further defined as a pool of shared imprinting experiences that unconsciously pre-organize and influence the behavior of a culture.[13]
Rapaille's claim of technique of "archetype discovery" stems from the psychoanalytic methods pioneered by the Viennese psychologist Ernest Dichter. This technique doesn't ask what people want, but why they want it.[14] These research methods focus on finding what he calls the “code”, the unconscious meaning people give to a particular product, service or relationship.[15] Rapaille posits that sublimated emotional memories occupy a place between each individual's unconscious (Freud) and the collective unconscious of the entire human race (Jung).[14]
Rapaille appeared in a Frontline episode about marketing entitled "The Persuaders", which first aired on November 9, 2004 on PBS in the United States.[16]
Published works
[edit] |
- "The Global Code: How a New Culture of Universal Values Is Reshaping Business and Marketing", 2015[full citation needed]
- "Move UP", English edition, Penguin UK, 2015[full citation needed]
- "El Verbo De Las Culturas" Taurus, 2015[full citation needed]
- The Culture Code, Crown Publishing, 2007[full citation needed]
- Rapaille, Clotaire (1 February 2001). Seven Secrets of Marketing in a Multi-Cultural World (First ed.). UT: Executive Excellence. ISBN 9781890009748. Retrieved 6 May 2025.[verification needed]
- Rapaille, Clotaire (2004). Seven Secrets of Marketing in a Multi-Cultural World (Second ed.). New York, NY: Tuxedo Productions.[full citation needed][verification needed]
- Rapaille, G. Clotaire (2003). Social Cancer: The Code for Terrorism. New York, NY: Tuxedo Productions. ISBN 9780974016825.[verification needed]
- Versteh' Deine Eltern, Bucher, Munich 1984, in German[full citation needed]
- Comprendre Ses Parents Et Ses Grands Parents Marabout, Paris 1982, in French[full citation needed]
- Escuchelo: Es Su HijoPomaire, Colección Libre, Barcelona 1981, in Spanish[full citation needed]
- Le Trouple Editions Menges, Paris 1980, in French[full citation needed]
- Si Vous Ecoutiez Vos Enfants Editions Menges, Paris 1978, in French[full citation needed]
- La Communication Créatrice Editions Dialogues, Paris 1976, in French[full citation needed]
- Wisdom Of Madness Thomas Jefferson State College, Michigan State University, manuscript, 1975, in English[full citation needed]
- La Relation Creatrice Editions Universitaires, Paris 1973, in French[full citation needed]
- La Relazione Créatrice Cittadella Editrice, 1975, in Italian[full citation needed]
- Laing Editions Universitaires, Paris 1972, in French[full citation needed]
- Analyse des Pratiques Medicales et des Croyances Liées a la Maladie et aux Soins Dans Quinze Communautes Cicaraguayennes Thesis Paris, Sorbonne, 1969 (220 pages) in French[17][better source needed]
References
[edit] |
- ^ "Who We Are - Archetype Discoveries Worldwide". Archived from the original on 2015-05-30. Retrieved 2015-05-21.
- ^ "Dr. Rapaille's Biography - Archetype Discoveries Worldwide". Archived from the original on 2015-05-30. Retrieved 2015-05-21.[independent source needed]
- ^ Hartley, Tom (2000-05-08). "Cruisin' for the right look".
- ^ "The Culture Code, by Clotaire Rapaille". 15 July 2006. Archived from the original on 15 July 2006.
- ^ Patton, Phil (2002-03-18). "Car Shrinks Forget rear-seat legroom. Automakers have decided that the key to higher sales lies in meeting your deepest emotional needs. Here come the". CNN.
- ^ Whitby, Bob (14 September 2000). "Getting Sleeeepy…". Archived from the original on January 18, 2013.
- ^ "Learn About ADW". Archived from the original on 2010-01-29. Retrieved 2010-07-16.
- ^ "Crack This Code". 1 April 2006.
- ^ Wells, Melanie (2003-01-09). "Mind Games". Forbes.
- ^ Rapaille, Clotaire (2007). Culture Code. Broadway. ISBN 978-0-76-792057-5.[full citation needed]
- ^ a b Holt, Douglas; Cameron, Douglas (2010). Cultural Strategy. Oxford University Press. ISBN 978-0-19-958740-7.[full citation needed]
- ^ G. Clotaire Rapaille, 7 Secrets of Marketing, 9.
- ^ "Promenade Speakers Bureau LLC - Clotaire Rapaille - Archetype Speaker, Author of Culture Code". Archived from the original on 2011-07-15. Retrieved 2010-06-09.
- ^ a b "The Reptilian brain always wins in the marketplace". 10 August 2000.
- ^ Rapaille. "Marketing to the Reptilian Brain." Forbes 03 July 2006: 44. Business Source Premier. EBSCO. Web. 15 June 2010.
- ^ "The Persuaders". PBS.
- ^ "Archetype Discoveries Worldwide". Archived from the original on 2013-06-02. Retrieved 2013-02-13.[independent source needed]
External links
[edit]- Interview for "The Persuaders", PBS Frontline, November 9, 2004
- Rebecca Leung, Cracking Your Wallet: A Psychologist Demonstrates a Feel for the Market, July 5, 2005, cbsnews.com
- Official website ( Archetype Discoveries Worldwide )
- Clotaire Rapaille's channel on YouTube
