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Advertising Techniques

Leo Burnett used dramatic realism in his advertising, the Soft sell approach to build brand equity,^[1] Burnett believed that in finding the inherent drama of products and presenting it in advertising through warmth, shared emotions and experiences.^[2] His advertising drew from heartland-rooted values using simple, strong and instinctive imagery that talked to people.^[3] He was also known for using cultural archetypes in his copy, by creating mythical creatures that represented American values. This is evident on such campaigns as Jolly Green Giant, Tony the Tiger, Pillsbury Doughboy and more famously the Marlboro Man.^[4]

Creative Process

His creative process could be summed up in three points:

'There is an inherent drama in every product. Our No.1 job is to dig for it and capitalize on it.'
'When you reach for the stars, you may night quite get one, but you won't come up with a handful of mud either.'
'Steep touself in your subject, work like hell, and love, honor and obey your hunches.' ^[5]

References

^ Hackley, Chris (2010). Advertising & Promotion An Integrated Market Communications Approach (2nd ed.). London: Sage Publications Ltd. p. 36. ISBN 978-1-84920-145-2.
^ "Ad Age Advertising Century: People: Leo Burnett". Advertising Age. Retrieved 12 March 2012.
^ ciaadvertising.org (January 16, 2006). "1.2: A Brief History of Advertising". In Tellis, Gerrard; Ambler, Tim (eds.). The SAGE Handbook of Advertising. SAGE Publications. pp. 17–35. ISBN 978-1-4129-1886-2. {{cite book}}: Cite has empty unknown parameter: |1= (help)
^ Sandra, Moriarty; Mitchell, Nancy; Wells, William (2012). Advertising & IMC Principles and Practice (9th ed.). Harlow: Pearson Education Limited. p. 44. ISBN 978-0-27-37-5292-9.
^ Ogilvy, David (1983). Ogilvy on Advertising. London: Carlton Publishing Group. ISBN 978-1-853375-615-3. {{cite book}}: Check |isbn= value: length (help)

Advertising Techniques

Creative Process

References

Further reading