A study about the influence of International Advertising Award Shows

本研究旨在考察国际广告奖颁奖典礼和国际营销大会的实际情况/转型/对商业的影响。它们分为两种类型。一种是“全局型”，另一种是“专业型”。从整体型来看，我发现一些国际广告奖颁奖典礼的研讨会较多，已经变成了“会议”。对于专业型，我发现它们中的一些有不同的运作方式，比如SXSW.获奖作品的趋势是从“创意作为一种艺术作品”向“文脉创意”的转变。在这两三年里，最著名的关键词是“社会公益”。我研究了这种社会公益和社交媒体之间的一些联系，并把“社会x社会”这个关键词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.