一年一度的戛纳国际创意节不仅是广告界的重要奖项,更成为了各大广告主体竞相 展示的舞台,也是研判世界广告发展趋势的重要窗口。2015年的论坛主题分布反映出广 告活动主体日趋多元、参与区域增多、新领域异军突起的特征,也表现出广告行业对创 意价值的追求以及情感大于叙事的发展趋势。媒介变革作为大语境探讨广告业的生存现 状和广告的社会功能也是本届创意节讨论的重点。本文以2013年、2014年和2015年一共 486场主题论坛为研究对象,分析戛纳国际创意节论坛主题的演变。同时,本文也试图分 析戛纳创意节主题演变的组织、媒介、技术、消费环境和广告业实践等方面的原因。

Cannes Lions International Festival of Creativity is not only an important ceremony of advertising rewards, but also a platform of all attenders and a signal of the global advertising industry. The forum topics in 2015 show diversity of participant regions and advertising subjects in the industry. Media evolution and social function of ads both become essential topics this year. This article makes a content analysis on totally 486 forums from 2013, 2014 and 2015 Cannes Lions International Festival of Creativity in order to find out the thematic evolution of the forums. Besides, the discussion on thematic evolution will be taken from organization and structural perspective, technology and consumption environment, as well as industry practice.