Coco Chanel, the awesome bitch that she is, just sent me this passage...
because it made her think of me:
Rapaille subscribes to the triune brain theory, 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 baby--the
reptilian--the layer wired by our biological primal needs like sex,
reproduction, and survival.
"The reptilian always wins"--that's Rapaille's mantra. "So you have to
discover the reptilian hot button, whatever you want to do--design an
airplane, sell diamonds--what is the reptilian brain?" Whereas bad
advertising only taps into the cortex ("Buy this paper towel to clean
up a spill!"), mediocre ads appeal to the cortex and the limbic ("Buy
this paper towel to clean up a spill and reduce stress!"). But truly
effective campaigns nail all three ("Buy this paper towel to clean up
a spill, reduce stress, and satisfy your maternal reptilian desire to
relieve your son's shame at making the spill in the first place!").
I can't wait to locate my reptilian hot buttons. Hisss.