2013 Fiscal Year Final Research Report
A study about the influence of International Advertising Award Shows
| Project/Area Number |
24653099
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| Research Category |
Grant-in-Aid for Challenging Exploratory Research
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Tama Art University |
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Principal Investigator |
SATO Tatsuro 多摩美術大学, 美術学部, 教授 (50611258)
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| Project Period (FY) |
2012-04-01 – 2014-03-31
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| Keywords | 国際広告賞 / 国際マーケティング・カンファレンス / カンヌライオンズ / SXSW（サウスバイ・サウスウエスト） / 広告 / ソーシャル・グッド / ソーシャル・メディア / ソーシャル×ソーシャル |
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| Research Abstract |
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.
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