Advertising Techniques
Leo Burnett used dramatic realism in his advertising, the Soft sell approach to build brand equity. Burnett believed in finding the inherent drama of products and presenting it in advertising through warmth, shared emotions and experiences. His advertising drew from heartland-rooted values using simple, strong and instinctive imagery that talked to people. 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.
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Famous quotes containing the words advertising and/or techniques:
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