Clotaire Rapaille. -- New York : Crown Business, 2006.

x, 213 p.; 21 cm.

ISBN 978-0-7679-2057-5.

En portada: With a new chapter on global branding.

Incluye índice.

Contenido: Introduction -- The birth of a notion -- The growing pains of an adolescent culture. The codes for love, seduction, and sex -- Living on the axis. The codes for beauty and fat -- First comes survival. The codes for health and youth -- Moving beyond the biological scheme. The codes for home and dinner -- Working for a living. The codes for work and money -- Learning to live with it. The codes for quality and perfection -- More is more. The codes for food and alcohol -- Just put that alibi on my gold card. The codes for shopping and luxury -- Who do these upstarts think they are? The codes for American in other cultures -- Parting of the Red Sea optional. The code for the American presidency -- Never growing up, never giving up. The code for America -- Afterword.