How loud does the Lion roar? : awards as signals of quality for advertising creatives
Meléndez-Rodríguez, Sarai (Universitat Autònoma de Barcelona. Departament de Publicitat, Relacions Públiques i Comunicació Audiovisual)
Roca, David (Universitat Autònoma de Barcelona. Departament de Publicitat, Relacions Públiques i Comunicació Audiovisual)

Date:	2023
Description:	17 pàg.
Abstract:	This exploratory qualitative study examines the positive signaling effects of winning Cannes Lions, the industry's most coveted award, in the careers of top advertising creatives. Signaling theory is used as a framework. Thematic analysis was employed to code 18 in-depth interviews conducted with award-winning creatives from Brazil (one of the top 3 most awarded countries in the Festival). The belonging to the Golden Creative Club was identified as the central emerging category, which sends positive signals, both to the job market and to the peers. Findings suggest that obtaining a Cannes Lions sends signals to the job market in the form of enhanced motivation, productivity increase and professional relationship improvement; and to the peers in the shape of better material life, higher self-esteem and role-model status. Authors also introduce 'lifespan' of the signal when employing signaling theory in the study of awards.
Rights:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, i la comunicació pública de l'obra, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original. No es permet la creació d'obres derivades.
Language:	Anglès
Document:	Article ; recerca ; Versió acceptada per publicar
Subject:	Advertising creatives ; Awards ; Awards in advertising ; Creativity festivals ; Signaling ; Vocational prizes
Published in:	Journal of Marketing Communications, Vol. 31 Núm. 3 (2025) , p. 329-345, ISSN 1466-4445

DOI: 10.1080/13527266.2023.2238276

Postprint 29 p, 772.3 KB

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