International Journal of Contents

The Korea Contents Association (한국콘텐츠학회)
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Impact of Communication Technology on Global Creative Trends

  • Um, Nam-Hyun (School of Advertising & Public Relations Hongik University)
  • Received : 2016.10.10
  • Accepted : 2017.03.16
  • Published : 2017.03.28
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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.

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