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Intelligence collective ou bêtise collective

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Et si la somme d'intelligences individuelles entrainait irrémédiablement une bêtise collective ? Un exemple à méditer la prochaine fois que vous jugerez d'une création publicitaire

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Intelligence collective ou bêtise collective

  1. 1. @PPCVoici commentlintelligence individuellepeut générer une stupiditécollective.
  2. 2. @PPCJe suis tombé il y a plusieurs années sur ce texte,lœuvre géniale dun créatif de talent qui avisiblement beaucoup dexpérience dans lapublicité ou le marketing direct.Jadore ce traité humoristique pour parler de labêtise collective... cest criant de vérité.Prenez donc le temps de lire lintégralité de cetteprose, vous ne le regretterez jamais.
  3. 3. Mardi 8 juin 1663, 15h30."
  4. 4. Le concepteur-rédacteur Jean de La Fontainearrive au château de Vaux.
  5. 5. Il est en retard, il gare son carrosse en double file.
  6. 6. Son client, le surintendant Fouquet, l’attend.
  7. 7. Avant d’entrer dans la salle, Jean de la Fontainese remet sa body-copy en mémoire.Elle répond parfaitement au problème posé.
  8. 8. Stratégie :prouver au lecteur que les poètesn’ont pas les pieds sur terre.
  9. 9. Ton à employer : allégorique.
  10. 10. Media : gazette grand public.
  11. 11. Jean de La Fontaine se rassure, “La cigale et lafourmi” est pile dans la plaque.
  12. 12. C’est très sûr de lui qu’il pénètre dans la salle deréunions du château.
  13. 13. Soudain, il déchante.
  14. 14. Le surintendant n’est pas seul.
  15. 15. Il est entouré d’un responsable des études, d’undirecteur marketing et d’un directeur des ventes.
  16. 16. Par le passé ces gens très érudits, trèsintelligents ont déjà modifié ses textesd’une manière très érudite, très intelligente... mais très empoisonnante aussi.
  17. 17. A chaque fois, les fables rafistolées par cesexperts ont fait un bide.
  18. 18. Jean de La Fontaine songe à tourner les talons,mais il songe aussi que son loyerlui coûte 50 louis par mois.
  19. 19. Il reste ...
  20. 20. Un peu tremblant, Jean de La Fontaine lit sontitre: “la cigale et la fourmi”.
  21. 21. Le directeur des ventes lève déjà les yeux au ciel.“Trop ciblé ! Cet insecte ne vit que dans le sud !Nous voulons aussi toucher tout le pays.
  22. 22. Qui est sensible aux cigales en Bretagne ?Je ne fais pas de création, mais je mettraisquelque chose comme grillon ou sauterelle”.
  23. 23. Il est fier de sa sortie, il jette un œil sur sonpatron. Il a tiré plus vite que les deux autres.Il ne vole pas son salaire.
  24. 24. Vexé de n’avoir pas ouvert la bouche le premier, ledirecteur marketing suggère de mettre “abeille”.
  25. 25. Le responsable des études bondit comme un ressort.Dans l’inconscient du public, “abeille” veut diretravailleuse obstinée privée de toute vie sexuelle.C’est négatif.
  26. 26. Le surintendant Fouquet, suggère “mouche”. C’estselon lui plus quotidien, plus simple, plus vécu.
  27. 27. On applaudit le patron.
  28. 28. Nouveau titre : “La mouche et la fourmi”.
  29. 29. Comme on a repoussé son grillon et sa sauterelle, ledirecteur des ventes suggère de remplacer “fourmi”par “coccinelle” qui est plus poétique selon lui.
  30. 30. On trouve l’idée judicieuse.
  31. 31. En secret, il voit la fable déjà imprimée etrêve de dire à sa femme : “C’est moi qui aittrouvé la moitié du titre”.
  32. 32. On vote.
  33. 33. Nouveau titre : “La mouche et la coccinelle”.
  34. 34. L’épreuve du titre passée, Jean de La Fontaine lit ledémarrage de sa body-copy.
  35. 35. “La mouche ayant chanté tout l’été, se trouva fortdépourvue quand la bise fut venue”.
  36. 36. Le surintendant Fouquet le coupe.
  37. 37. “Une mouche ne chante pas. Je comprends que ça allaitbien avec la cigale, mais maintenant, il faut écrire :ayant bourdonné”.
  38. 38. La Fontaine rature en pensant à son carrossequ’il n’a pas fini de payer.
  39. 39. Il relit.
  40. 40. “La mouche ayant bourdonné tout l’été ...”
  41. 41. Le directeur des ventes le coupe."Tout l’été est vague, mieux vaudrait dire “du 21juin au 22 septembre inclus”".
  42. 42. Tout le brain-trust acquiesce.
  43. 43. Tout le brain-trust acquiesce.
  44. 44. On relit.“La mouche ayant bourdonné du 21 juinau 22 septembre inclus se trouva fortdépourvue...”.
  45. 45. Le surintendant Fouquet prend la parole.
  46. 46. “Se trouva fort dépourvue” est une belletournure, mais trop élitiste.La bergère lambda ne la comprendra pas.
  47. 47. Il faut être beaucoup plus au ras des fleurs de lys,le peuple a besoin de style direct.Il faudrait écrire “fut bien emmerdée”.
  48. 48. C’est certes un peu trivial, mais il ne faut pasperdre de vue les gens auxquels on s’adresse.
  49. 49. “La mouche ayant bourdonné du 21 juin au22 septembre inclus fut bien emmerdéelorsque la bise fut venue”.
  50. 50. Le directeur des ventes se lève. “Bise” esttrès bon, mais ce mot lui fait très peur.Les gens sont très premier degré.
  51. 51. Ils ne comprendront pas “bise - vent duNord” mais “bise - un baiser”.
  52. 52. Il faudrait tester mais il est déjà certain que le publicinterprétera que la mouche est emmerdée quand labise arrive parce qu’elle est homosexuelle.
  53. 53. Le français est d’ailleurs trop imprécis à proposde cet insecte.On écrit toujours “la” mouche et jamais “le” mouche.
  54. 54. Le directeur des études crie casse-cou.Le groupe frissonne... On revient de loin.
  55. 55. Jean de La Fontaine relit.
  56. 56. “La mouche et la coccinelle”. “La mouche ayantbourdonné du 21 juin au 22 septembre inclus futbien emmerdée lorsque l’hiver arriva”.
  57. 57. Les bravos fusent.
  58. 58. Le directeur des ventes glisse à l’oreille dusurintendant Fouquet que La Fontaine a un talentfou. Il a eu raison de faire appel à lui.
  59. 59. Sans le dire, Jean de La Fontaine a honte.
  60. 60. Il trouve son texte plat, impersonnelet dépourvu d’impact.
  61. 61. Il se tait cependant. Le crépi de samaison doit être refait.
  62. 62. Jean de La Fontaine fut, peu après, chasséde chez le surintendant Fouquet.
  63. 63. Car après des tests, le public jugeait “Lamouche et la coccinelle” plate, impersonnelleet dépourvue d’impact.
  64. 64. Dieu merci, cette histoire a plus de troiscent cinquante ans."
  65. 65. Alors ?Ça vous rappelle quelque chose ?@PPC

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