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.

摘要

这项探索性定性研究探讨了赢得戛纳国际创意节（业界最令人垂涎​​的奖项）对顶级广告创意人员职业生涯的积极信号影响。信号理论被用作框架。我们采用主题分析对来自巴西（电影节获奖最多的 3 个国家之一）的获奖创意人士进行了 18 次深度访谈。金色创意俱乐部的归属被确定为核心新兴类别，这向就业市场和同行发出了积极的信号。调查结果表明，获得戛纳国际创意节奖会向就业市场发出信号，以增强动力、提高生产力和改善职业关系的形式；并为同龄人塑造更好的物质生活、更高的自尊和榜样地位。