{"id":728,"date":"2008-08-26T14:17:13","date_gmt":"2008-08-26T14:17:13","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=728"},"modified":"2023-05-18T11:54:22","modified_gmt":"2023-05-18T09:54:22","slug":"dictionnaire-du-futur","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2008\/08\/26\/dictionnaire-du-futur\/","title":{"rendered":"L’innovation la plus farfelue est d\u00e9j\u00e0 l\u00e0 parmi nous"},"content":{"rendered":"

Innovation et folie riment elles ? Le ludique dictionnaire impertinent du futur d’Anne Caroline Pacaut, nous en apprend plus sur la vraie nature de l’innovation que de longs d\u00e9veloppements th\u00e9oriques<\/span>.<\/em><\/p>\n

Un dictionnaire du futur d\u00e9crit les innovations les plus farfelues<\/h2>\n
\n
\"L'innovation<\/a><\/dt>\n
Dictionnaire du futur : l’innovation la plus farfelue est d\u00e9j\u00e0 parmi nous<\/dd>\n<\/dl>\n
\"le
le dictionnaire impertinent du futur<\/figcaption><\/figure>\n

En cette rentr\u00e9e 2008, alors que Paris est encore bien vide et que le 1er septembre ne pas encore arriv\u00e9, il convient de recommander une lecture qui fasse le pont entre les vacances, le divertissement et le travail et l’innovation.<\/p>\n

C’est chose faite avec le dictionnaire impertinent du futur (sous-titr\u00e9 \u00e0 juste titre \u00ab\u00a0se divertir en d\u00e9couvrant l’avenir et le pr\u00e9sent\u00a0\u00bb) \u00e9crit par Anne Caroline Paucot et publi\u00e9 aux \u00e9ditions d\u00e9sormais bien connues M21 \u00e9ditions<\/span>.<\/p>\n

Il s’agit d’un dictionnaire ludique qui propose d’inventer l’avenir et de le d\u00e9finir en s’amusant. Le dictionnaire \u00e9gr\u00e8ne ainsi les vocables invent\u00e9s par l’auteur, souvent cocasses, sortes de cadavres exquis du futur et de l’innovation. Voici un exemple concret, avec le terme \u00ab poubellicit\u00e9 \u00bb, qui d\u00e9crit \u00ab un pack payant pour \u00e9viter l’envahissement publicitaire \u00bb. L’intrusion de ce n\u00e9ologisme dans un dictionnaire est l’occasion pour l’auteur de nous rappeler que \u00ab nous consommons en moyenne 800 messages publicitaires par jour, dont la moiti\u00e9 environ \u00e0 la maison \u00bb.<\/p>\n

Et l’auteur de d\u00e9crier cette \u00ab\u00a0pollution sonore visuelle odorante et tactile\u00a0\u00bb (les experts appr\u00e9cieront). L’auteur invente donc un nouveau produit, sorte d’antidote publicitaire \u00e0 la publicit\u00e9 elle-m\u00eame. L\u00e0 o\u00f9 le livre est int\u00e9ressant, c’est qu’il fait le pont entre ce futur invent\u00e9 et le pr\u00e9sent avec une rubrique intitul\u00e9e \u00ab c’est d\u00e9j\u00e0 demain \u00bb. Un cartouche est plac\u00e9 en dessous de chaque d\u00e9finition qui permet de remettre le n\u00e9ologisme ainsi expliqu\u00e9 dans son contexte.<\/p>\n

Pour cet exemple publicitaire, l’auteur rappelle l’importance du mod\u00e8le publicitaire notamment sur Internet, puis nous renseigne sur deux exemples de nouveaux supports publicitaires test\u00e9s aux \u00c9tats-Unis sur les points de vente\u00a0: Tout d’abord un test d’espace publicitaire sur les tapis roulants des caisses des supermarch\u00e9s.<\/p>\n

Un \u00e9cran en haute r\u00e9solution peut \u00e9galement \u00eatre install\u00e9 directement sur les charriots (comme cela est d\u00e9j\u00e0 le cas depuis quelques ann\u00e9es d’ailleurs dans le magasin du futur de la cha\u00eene m\u00e9tro tr\u00e8s D\u00fcsseldorf). \u00a0Autre exemple, une marque de bi\u00e8re br\u00e9silienne utilise une forme de publicit\u00e9 sous forme de graffiti sur le rideau de fer des \u00e9piceries, des caf\u00e9s et salons de coiffure dans la ville de Londres de Liverpool.<\/p>\n

Enfin, pour montrer que le n\u00e9ologisme de part b\u00e9n\u00e9dicit\u00e9 n’est pas totalement farfelu, l’auteur rappelle l’initiative du maire de Sao Paulo qui a fait passer une loi en 2006 qui interdit toute forme d’affichage ext\u00e9rieur (affiches, \u00e9cran vid\u00e9o, vendu plus etc.).\u00a0 Cette loi impose m\u00eame la taille des enseignes des magasins, interdit la distribution des prospectus, et a impos\u00e9 le d\u00e9montage des affiches (au nombre de 15,000 !), une initiative appr\u00e9ci\u00e9e selon Anne Caroline Paucot \u00e0 70 % par les habitants de la ville de Sao Paulo.<\/p>\n

Nous aurions pu citer bien d’autres exemples issus de ce livre, comme ces v\u00e9hicules de transports en commun aliment\u00e9 par l’\u00e9nergie humaine (oui cela existe d\u00e9j\u00e0 aux \u00c9tats-Unis, sur base d’un ch\u00e2ssis de camionnette doge), du \u00ab\u00a0Kinophone\u00a0\u00bb, le film projet\u00e9 \u00e0 partir d’un t\u00e9l\u00e9phone mobile. \u00a0Voil\u00e0 une innovation qui est v\u00e9ritablement en passe d’\u00eatre industrialis\u00e9, et nos t\u00e9l\u00e9phones mobiles se transformeront bient\u00f4t en projecteurs), ou le \u00ab\u00a0foodhere\u00a0\u00bb qui consiste \u00e0 se nourrir de productions locales\u00a0; l\u00e0 aussi il s’agit d’une r\u00e9tro innovation qui fait son chemin notamment \u00e0 Paris avec les producteurs qui vendent directement des paniers bio par certains points de vente et aussi dans les entreprises.<\/p>\n

L’auteur qui a plus d’un d’une corde \u00e0 son arc, puisqu’elle r\u00e9alise des romans et des polars pour les entreprises (www.hyaka.com), mais aussi des ouvrages traitant de vulgarisation sur les nouvelles technologies et la prospective, nous livre ici un divertissement ludo-\u00e9ducatif, qui nous montre que le futur, pour farfelu qu’il paraisse est parfois d\u00e9j\u00e0 parmi nous.<\/p>\n

Pour le commander<\/span><\/a><\/p>\n

180 pages, 23 euros, format : 15,5 x 23,5
\nISBN : 2-916260-25-0<\/p>\n","protected":false},"excerpt":{"rendered":"

le ludique dictionnaire impertinent du futur d’Anne Caroline Pacaut, nous en apprend plus sur la vraie nature de l’innovation que de longs d\u00e9veloppements th\u00e9oriques.<\/p>\n

En cette rentr\u00e9e 2008, alors que Paris est encore bien vide et que le 1er septembre ne pas encore arriv\u00e9, il convient de recommander une lecture qui fasse le pont entre les vacances, le divertissement et le travail et l’innovation. C’est chose faite avec le dictionnaire impertinent du futur (sous-titr\u00e9 \u00e0 juste titre \u00ab se divertir en d\u00e9couvrant l’avenir et le pr\u00e9sent \u00bb) \u00e9crit par Anne Caroline Paucot et publi\u00e9 aux \u00e9ditions d\u00e9sormais bien connues M21 \u00e9ditions.<\/p>\n","protected":false},"author":2,"featured_media":52156,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-728","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nDictionnaire du futur et ces innovations farfelues parmi nous<\/title>\n<meta name=\"description\" content=\"Le ludique dictionnaire impertinent du futur d'Anne Caroline Pacaut, nous en apprend plus sur la vraie nature de l'innovation ...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/728","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=728"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/728\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/52156"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=728"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=728"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=728"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}