주요 국제광고제의 옥외광고 수상작 크리에이티브 비교연구 - MAD STARS․Cannes Lions․Clio Awards․New York Festivals -

This study compared 339 outdoor advertising works that received awards at major international advertising festivals over the past three years, including the Busan International Marketing Advertising Festival, Cannes Lions International Festival of Creativity, Clio Awards, and New York Festivals International Advertising Awards. The purpose of the research is to explore the trends in the creativity of outdoor advertising, which is undergoing rapid changes due to the continuous development of the advertising market and technological innovations. The study aimed to understand the trends in the development of outdoor advertising by conducting a comparative analysis of the types of products, product categories, appeal strategies, and presentation formats primarily utilized in the analysis of advertising creativity. Additionally, cross-tabulation analysis was employed to examine the differences in award-winning advertisements, and efforts were made to visualize these distinctions through correspondence analysis plot. The analysis results show that in terms of product type, Busan International Marketing Advertising Festival, Clio, and New York had the most corporate image and other products, while Khan had the most non-durable goods. In terms of appeal type, rational appeal methods were highly prevalent in most international advertising festivals. As for the advertising expression strategy, the social area was the highest in all four major advertising festivals, and the advertising copy expression format was highest at the Busan International Advertising Festival, Cannes, and Clio, with 0<copy size≤25%, and the advertising visual expression format was the Busan International Marketing Advertising Festival and Clio had more than 75%, while Cannes and New York had 25<copy size≤50%. The trends in outdoor advertising creativity identified in this study can provide empirical data for scholars researching outdoor advertising and creativity in the future. Additionally, it is anticipated that the findings will offer positioning strategies for advertisers looking to attract or participate in each advertising festival.