What You Should Know About Advertising

Can marketers really get inside a consumer’s head to influence the choice they will make? For market researcher, Clotaire Rapaille, the answer is yes. He believes all purchasing decisions really lie beyond conscious thinking and emotion and reside at a primal core in human beings. As chairman of Archetype Discoveries Worldwide, he helps Fortune 500 companies discover the unconscious associations for their products — the simple “code” — that will help them sell to consumers: “When you learn a word, whatever it is, ‘coffee,’ ‘love,’ ‘mother,’ there is always a first time. There’s a first time to learn everything. The first time you understand, you imprint the meaning of this word; you create a mental connection that you’re going to keep using the rest of your life. … So actually every word has a mental highway. I call that a code, an unconscious code in the brain.” This interview was conducted on December 15, 2003.    – Frontline interview

This entry was posted in Lessons. Bookmark the permalink.

One Response to What You Should Know About Advertising

  1. joel weber says:

    Safe is a very big work in self help, not often used up front before the group, nevertheless it’s bottom line and once the group becomes comfortable with the space, others, and guides……they always begin to share the importance of ” BEING SAFE ” and in “SELF- HELP” it may be the primal OXYMORON!!!!

    Thanks for the link……..lovepeace……..joel

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s