Sick of awards : hidden costs of signaling for advertising creatives
Meléndez Rodríguez, Sarai (Universitat Autònoma de Barcelona. Departament de Publicitat, Relacions Públiques i Comunicació Audiovisual)
Roca Correa, David (Universitat Autònoma de Barcelona. Departament de Publicitat, Relacions Públiques i Comunicació Audiovisual)

Date:	2023
Description:	20 pàg.
Abstract:	This qualitative study explores the signaling costs associated with winning Cannes Lions, considered the industry's most prestigious award ceremony. The dynamic componential model of creativity and signaling theory are utilized as a theoretical framework. Grounded Theory was employed for the analysis of eighteen in-depth interviews conducted with Cannes award-winning creatives from Brazil (one of the top three most awarded countries in the festival). Corporate creative tyranny emerged as the central category, which leads to excessive workload, competitive obsessions, and stress. Findings suggest that winning awards is linked to negative costs related to reputation (scam work) and health (physical and psychological damages), contradicting the dynamic componential model of creativity and showing the hidden costs of achieving awards in the advertising industry. Managerial advice is given to reduce these costs.
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 awards ; Advertising creatives ; Creativity festivals ; Motivation ; Signaling
Published in:	International Journal of Advertising, Vol. 42 Núm. 8 (2023) , p. 1295-1314, ISSN 1759-3948

DOI: 10.1080/02650487.2023.2175301

Postprint 34 p, 477.5 KB

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