Articulo Revista Indexada
Advertising from the perspective of festivals: the present and future of commercial communication in the categories of awards (2013-2014)
Registro en:
Galmés, M., Berlanga, I. & Victoria, J.S. (2016). Advertising from the Perspective of Festivals: the present and future of commercial communication in the categories of awards (2013-2014). Communication & Society 29(2), 81- 100.
2386-7876
Autor
Berlanga Fernández, Inmaculada (1)
Galmés Cerezo, María (1)
Victoria Mas, Juan Salvador
Institución
Resumen
Since the very beginning of research on the structure of the
advertising system, advertising awards and acknowledgements
have been referred to as one of its essential elements. In the
specialised sector, a particular interest in advertising festivals
has been acknowledged which tends to mirror the continuous
evolution of the commercial communication system. With a
clear interaction, festivals are forums in which professionals
find suitable inspiration which has an impact on what is
suggested by each festival each year for future ones. Hence, they
become benchmarks for the present and future. Specifically, in
order to show the latter aspect, this paper focuses on the
organization of festivals and shows the major present and
future advertising trends. In advertising, five major macro
trends are addressed (Digitisation, New Alternatives,
Innovation, Integration and Results) and following the results of
our research, they are all covered in the festival awards.
Specifically, according to the way the categories of advertising
awards are presented, we have concluded that the digitisation of
communications has come to an end; the "new ways" of
communication in advertising are very present in all contests as
the result of the current marketing communication campaigns
in which new ways of communication are gradually gaining a
more relevant role; innovation is essentially an advertising
value; the context of integrated marketing communications is
inherent to current advertising; and the effectiveness and
results in festivals are significant.