Clotaire Rapaille, the author of The Culture Code who was featured in the PBS documentary The Persuaders, is the inventor behind the patent for "Advertisement for Leather Clothing" granted in 2005. The patent references Rapaille's "imprinting sessions", "archetype discoveries" and the reptilian brain to conclude that "by emphasizing the transformative nature of leather clothing, it is possible to produce a useful, concrete and tangible result, namely, an effective advertisement for leather clothing. In particular it has been determined that such an advertisement can be made yet more effective when the transformations involved is from a person who is less sexual to a person who is more sexual."
In other words, show "before" and "after", with the "after" being the sexier of the two.
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