[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.5392/IJoC.2017.13.1.062

Impact of Communication Technology on Global Creative Trends

Um, Nam-Hyun (School of Advertising & Public Relations Hongik University)

Publication Information

International Journal of Contents / v.13, no.1, 2017 , pp. 62-67 More about this Journal

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.

Keywords

Communication Technology; Global Advertising; Creativity; Cannes Lions; Social Media;

Citations & Related Records

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