Leo Burnett: Sultan of Sell I
While working in the store, he wondered why people chose to buy some products instead of other products. Although he left his parents and graduated in 1914 from the University of Michigan, he always remembered working in his parents' store and questioning the buying habits of individuals. Since working for Cadillac, he realized his love for advertising and pursuing an advertising career became an attainable goal for Leo Burnett.
利奥·伯内特: 推销大王 I
在店里工作的时候，他想知道为什么人们会选择购买一些产品而不是其他产品。尽管他离开了父母，1914年从密歇根大学毕业，但他始终记得在父母的店里工作，并质疑个人的购买习惯。自从为凯迪拉克工作后，他意识到自己对广告的热爱，而追求广告事业成为了里奥·伯内特(Leo Burnett)可以实现的目标。
Write an essay within 250 words, stating the characteristics of today's ads.
写一篇250字以内的文章，说明今天广告的特点。
https://lanfeizi.wixsite.com/english-learning/blog/today-s-advertising-features
Attracting the consumer to the product through creative advertising was his forte. He believed that creativity called for an intuitive ability in identifying the inherent drama that resided within a product through the conscious use of "earthy vernacular imagery". He thought that the visual image was more persuasive and it appealed to the "basic emotions and primitive instincts" of consumers.
他的专长是通过创意广告吸引消费者购买产品。他认为，创造力需要一种直觉能力，通过有意识地使用“乡土意象”来识别产品内在的戏剧性。他认为视觉形象更具有说服力，更能迎合消费者的“基本情感和原始本能”。
One is struck by Burnett's penchant for employing a range of masculine archetypes. With the Jolly Green Giant, he resurrected a pagan harvest god to monumentalize "the bounty of the good earth" -- and to sell peas. Aiming at male audiences in the '50s, a time when filter cigarettes were viewed as effeminate, Burnett introduced a tough and silent tattooed cowboy on horseback, " the most masculine type of man", instead of a gorgeous feminine woman, to transform the image of Marlboro cigarettes - for better or worse, one of the most enduring advertising icons ever devised.
伯内特喜欢使用一系列男性原型，这给人留下了深刻的印象。在这位快乐的绿色巨人的带领下，他复活了一位异教徒的丰收之神，以纪念“大地之恩”——并出售豌豆。针对男性观众在50年代,当过滤香烟被认为是柔弱的,伯内特引入了一个严格的和沉默的纹牛仔骑在马背上,“最男性化的人”,而不是一个华丽的女人的女人,将万宝路香烟的形象——无论是好是坏,最持久的广告图标设计。
He mainly used images or characters in communicating the products to consumers. With this "rule breaking" advertising strategy, he allowed consumers to like the images enough so they would buy the product. For instance, when he landed the American Meat Institute account, he "broke the rules" by displaying an image of fresh red meat clashing with a red background. After careful consideration, he said, "we convinced ourselves that the image of meat should be a virile one, best expressed in red meat." Enthusiastically breaking the code, Burnett produced full-page ads depicting thick chops of raw red meat against a bright-red background. “Red against red is a trick, but it is a natural thing to do. It just intensifies the red…
In a ad for Kellogg's Frosted Flakes, "to start the day with" when describing the cereal. With this simple four-word phrase, Burnett created a message that any American cereal eater, whether man, woman, boy, or girl, could understand. He believed that advertising was a "controlled means of communication which takes many sundry forms" .
在凯洛格麦片的广告中，当描述麦片时，用“to start the day with”来形容。用这个简单的四字短语，伯内特创造了一个信息，任何美国人，无论是男人、女人、男孩还是女孩，都能理解。他认为广告是一种“受控制的传播手段，有多种形式”。