This might just sound like a fancy way of saying 'letting your hair down', but it isn't.
' Cultural remission' does not mean abandoning all your inhibitions, letting rip and behaving exactly as you please.
Another problem is that in some rather Puritanical cultures, such as Britain and North America, flirting has acquired a bad name.
Some of us have become so worried about causing offence or sending the wrong signals that we are in danger of losing our natural talent for playful, harmless flirtation.
We generally obey these unofficial laws instinctively, without being conscious of doing so.
According to some evolutionary psychologists, flirting may even be the foundation of civilisation as we know it.
They argue that the large human brain – our superior intelligence, complex language, everything that distinguishes us from animals – is the equivalent of the peacock's tail: a courtship device evolved to attract and retain sexual partners.
So, to save the human race from extinction, and preserve the foundations of civilisation, Martini commissioned Kate Fox at the Social Issues Research Centre to review and analyse all the scientific research material on interaction between the sexes, and produce a definitive guide to the art and etiquette of enjoyable flirting.
Psychologists and social scientists have spent many years studying every detail of social intercourse between men and women.