G. Clotaire Rapaille | |
---|---|
Born | August 5, 1941 |
Nationality | French |
Occupation | Marketing |
Spouses |
|
Gilbert Clotaire Rapaille, known as G. Clotaire Rapaille, is a French marketing consultant and the CEO and Founder of Archetype Discoveries Worldwide. [3] Rapaille is also an author, who has published on topics in psychology, marketing, sociology and cultural anthropology.
Rapaille was born in France and immigrated to the United States in the early 80s.
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. [4]
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. [5]
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. [6] [7] 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. [8] [9]
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. [10]
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. [11]
His theory that culture gets imprinted into the "Reptilian Brain" during early childhood [12] has been heavily contradicted by scientific evidence. [13] 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. [13]
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." [14] 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. [15]
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. [16] These research methods focus on finding what he calls the “code”, the unconscious meaning people give to a particular product, service or relationship. [17] 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). [16]
Rapaille Associates worked on Philip Morris's Archetype Project, an effort to study the emotional reasons why people smoke, presumably so the company could better leverage these emotions in advertising and promotions. Rapaille noted that typically peoples' first experience with smoking involved seeing an admired adult do it, and having a feeling that they were excluded from the activity and strongly wanting to be included. Rapaille ultimately linked smoking with adult initiation rituals, risk taking, bonding with peers and the need for kids to feel like they belong to a group and can partake in an "adult activity". Rapaille's recommendations explain why PM supports—and advertises widely that it supports—restricting sales cigarette sales to minors and moving cigarettes out of reach of kids. [18]
Rapaille appeared in a Frontline episode about marketing entitled "The Persuaders", which first aired on November 9, 2004 on PBS in the United States. [19]
Rapaille was hired in February 2010, at the approximate cost of $300,000, by Quebec City's mayor Régis Labeaume to analyze the city's image on an international level. But an article published by Pierre-André Normandin in Le Soleil de Québec revealed that Rapaille's client list and CV contained several falsehoods and exaggerations. [20] Following those revelations his contract with Quebec City was terminated. Although the mayor terminated his contract early on March 29, 2010, he was still paid almost the entire sum.
Rapaille said during his investigation that the city of Quebec has a masochistic side to it. He also claimed his mother listened to Félix Leclerc during WW2, before Felix Leclerc (a French-Canadian singer-songwriter and political activist) recorded his first album in 1951. [21]
The concept of an archetype appears in areas relating to behavior, historical psychology, and literary analysis.
Collective unconscious refers to the unconscious mind and shared mental concepts. It is generally associated with idealism and was coined by Carl Jung. According to Jung, the human collective unconscious is populated by instincts, as well as by archetypes: ancient primal symbols such as The Great Mother, the Wise Old Man, the Shadow, the Tower, Water, and the Tree of Life. Jung considered the collective unconscious to underpin and surround the unconscious mind, distinguishing it from the personal unconscious of Freudian psychoanalysis. He believed that the concept of the collective unconscious helps to explain why similar themes occur in mythologies around the world. He argued that the collective unconscious had a profound influence on the lives of individuals, who lived out its symbols and clothed them in meaning through their experiences. The psychotherapeutic practice of analytical psychology revolves around examining the patient's relationship to the collective unconscious.
As a cosmopolitan province, Quebec is a home to varied genres of music, ranging from folk to hip hop. Music has played an important role in Quebecer culture. In the 1920s and '30s, singer/songwriter Madam Bolduc performed comedic songs in a folk style with Irish influences. Quebec's most popular artists of the last century include Félix Leclerc (1950s), Gilles Vigneault (1960s–present), Kate and Anna McGarrigle (1970s–present) and Céline Dion (1980s–present).
Analytical psychology is a term coined by Carl Jung, a Swiss psychiatrist, to describe research into his new "empirical science" of the psyche. It was designed to distinguish it from Freud's psychoanalytic theories as their seven-year collaboration on psychoanalysis was drawing to an end between 1912 and 1913. The evolution of his science is contained in his monumental opus, the Collected Works, written over sixty years of his lifetime.
Jean Leclerc is a Québécois singer-songwriter and author from Sainte-Foy, Quebec, Canada. He is popularly known as Jean Leloup, a stage name he kept using until 2006, when he temporarily changed his name to Jean Leclerc, only to resurrect his wolf character in August 2008. He is known for his colourful personality and unique musical style in the francophone rock community.
Félix Leclerc, was a French-Canadian singer-songwriter, poet, writer, actor and Québécois political activist. He was made an Officer of the Order of Canada on December 20, 1968. Leclerc was posthumously inducted into the Canadian Songwriters Hall of Fame for his songs "Moi, mes souliers", "Le P'tit Bonheur" and "Le Tour de l'île" in 2006.
Daniel Lavoie is a Canadian musician, actor, and singer best known for his song "Ils s'aiment" and the role of Frollo in musical Notre-Dame de Paris. He releases albums and performs on stage in Canada and France and tours in Canada and Europe.
Jean Laplanche was a French author, psychoanalyst and winemaker. Laplanche is best known for his work on psychosexual development and Sigmund Freud's seduction theory, and wrote more than a dozen books on psychoanalytic theory. The journal Radical Philosophy described him as "the most original and philosophically informed psychoanalytic theorist of his day."
Archetypal literary criticism is a type of analytical theory that interprets a text by focusing on recurring myths and archetypes in the narrative, symbols, images, and character types in literary works. As an acknowledged form of literary criticism, it dates back to 1934 when Classical scholar Maud Bodkin published Archetypal Patterns in Poetry.
Psychodynamics, also known as psychodynamic psychology, in its broadest sense, is an approach to psychology that emphasizes systematic study of the psychological forces underlying human behavior, feelings, and emotions and how they might relate to early experience. It is especially interested in the dynamic relations between conscious motivation and unconscious motivation.
Lou Aronica is an American editor and publisher, primarily of science fiction. He co-edited the Full Spectrum anthologies with Shawna McCarthy. As a publisher he began at Bantam Books and formed their Bantam Spectra science fiction and fantasy label. Later he moved on to Avon and helped create their Avon-Eos science fiction and fantasy label.
Gaston Miron was an important poet, writer, and editor of Quebec's Quiet Revolution. His classic L'homme rapaillé has sold over 100,000 copies and is one of the most widely read texts of the Quebecois literary canon. Committed to his people's separation from Canada and to the establishment of an independent French-speaking nation in North America, Gaston Miron remains the most important literary figure of Quebec's nationalist movement.
Bois-des-Filion is an off-island suburb of Montreal, located in Quebec, Canada, to the north of Montreal.
Jungian archetypes are a concept from psychology that refers to a universal, inherited idea, pattern of thought, or image that is present in the collective unconscious of all human beings. The psychic counterpart of instinct, archetypes are thought to be the basis of many of the common themes and symbols that appear in stories, myths, and dreams across different cultures and societies. Some examples of archetypes include those of the mother, the child, the trickster, and the flood, among others. The concept of the collective unconscious was first proposed by Carl Jung, a Swiss psychiatrist and psychoanalyst.
There are some hypotheses concerning the origin of the name of Montreal. The best-known is that it is a variant of "Mount Royal".
Sid Lee is an international creative services firm founded in Montreal, Quebec, Canada. It operates offices in Toronto, New York City, Los Angeles, Seattle and Paris. The agency offers services in the fields of branding, digital and social marketing, advertising, analytics, architecture and retail design, branded content and entertainment.
Joëlle Morosoli is a French-Canadian sculptor of French and Swiss descent. Her work takes the form either of installations or of architecturally integrated art in public buildings. Most of her works have moving parts, driven by mechanical systems.
Move UP is a nonfiction book written by Dr. Clotaire Rapaille and Dr. Andrés Roemer in 2013 that explains upward social mobility from a biological and cultural perspective, and how societies and nations create adequate environments for maintaining the bio-logical requirements of the human species. The book is based on the latest research in biology, evolutionary psychology, behavioral economics, neuroscience and anthropology.
Jean-François Bouchard is the co-founder of Sid Lee, the creative services agency he launched with Philippe Meunier in 1993. He later founded C2, a global platform and series of events exploring the intersection between creativity and commerce. He is also a visual artist whose contemporary photographic work has been exhibited in Montreal, New York, Toronto, Miami, and Paris.
{{cite book}}
: Missing or empty |title=
(help)