摘要
戛纳狮子奖作为全球广告行业最具影响力的奖项，自产生以来一直紧随广告业的发展趋势进行变革。笔者有幸于2016、2017连续两年参加戛纳国际创意节，通过现场观察戛纳狮子的评奖过程、聆听演讲以及观赏优秀获奖作品，梳理出戛纳狮子对广告创意的升级路径。
As the most influential awards in the world of advertising ,canneslions has been changing greatly with the development trend of the advertising since the birth.The writer joined Cannes Lions International Festival of Creativity in 2016 and 2017, by on- the-spot observing the award process and Listening to the speech and watch the winning entries, found the upgrade path of advertising creative on cannes lions.
作者
陆斌
Lu Bin(School of Humanity and Comnmnication,Zhejiang University of Finance and Economic)
出处
《现代广告》
2018年第17期57-64,共8页
Modern Advertising
关键词
戛纳国际创意节
广告创意
品牌传播
媒介营销
Cannes Lions International Festival of Creativity
Advertising Creative
Brand Communication
Media Marketing
