Impact of Communication Technology on Global Creative TrendsImpact of Communication Technology on Global Creative Trends
- Other Titles
- Impact of Communication Technology on Global Creative Trends
- Authors
- 엄남현
- Issue Date
- 2017
- Publisher
- 한국콘텐츠학회
- Keywords
- Communication Technology; Global Advertising; Creativity; Cannes Lions; Social Media.
- Citation
- International Journal of Contents, v.13, no.1, pp.62 - 67
- Journal Title
- International Journal of Contents
- Volume
- 13
- Number
- 1
- Start Page
- 62
- End Page
- 67
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/6709
- DOI
- 10.5392/IJoC.2017.13.1.062
- ISSN
- 1738-6764
- Abstract
- This study attempts to explain how communication technology impacts global creative trends. We explore global creative trends based on award-winning creative topics presented at the 2016 Cannes Lions International Festival of Creativity . After analyzing award-winning topics, five main creative trends were selected with the keywords: technology, story-telling, social media, causes, and humor. The 2016 Cannes Lions Festival demonstrated that technology (i.e., virtual reality, artificial intelligence) has expanded the limits of creativity. Story-telling is still considered to be effective for raising audience attention. Social media enhances consumer engagement while nurturing future consumer relationships. Supporting social causes allows companies to garner goodwill from the public. Humor is powerful when it appropriately appeals to both products and customers.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - School of Advertising and Public Relations > School of Advertising and Public Relations > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.