A study about the influence of International Advertising Award Shows

本研究旨在探讨国际广告颁奖典礼与国际行销会议的现况、变迁与对企业的影响。国际广告颁奖典礼与国际行销会议分为两种类型，一种是“整体”型，另一种是“专业”型。整体型的国际广告颁奖典礼，我发现有些国际广告颁奖典礼有较多的研讨会，变成了“会议”;专业型的国际广告颁奖典礼，我发现其中一些有不同的运作方式，比如SXSW。获奖作品的趋势是从“作为艺术作品的创造力”到“语境创造力”的转变。这两三年来，最著名的关键词是“社会公益”。我研究了这种社会商品和社会媒体之间的一些联系，提出了关键字“社会x社会”作为分析这一趋势的工具。

This study aimed to examin the actual situation/transition/influence to business of International Advertising Award Shows and International Marketing Conferences.They are divided two types.One is "overall" type and the other is "specialized" type.For overall type, I've found that Some International Advertising Award Shows have more seminar and have been become "conferences".For specialized type, I've found that some of them have different ways of operation like SXSW.Transition of trend of awarded pieces is from "creativity as an art work" to "creativity of context making".For these two-three years, the most famous key word is "social good". I studied about some connections between this social good and social media,made the keyword "social x social"as a tool of analysis of this trend.