2. Advertising Creativity
Advertising creativity is the ability to generate fresh, unique, and appropriate ideas that can be
used as solutions to communication of problems. To be appropriate and effective, a creative idea
must be relevant to the target audience.
Creativity is probably one of the most commonly used terms in advertising ads. The people who
develops ads and commercials are known as creative professionals. And advertising agencies
develop reputations for their creativity. Perhaps so much attention is focused on the concept of
creativity because many people view the specific challenge given to those who develop an
advertising message as being creative.
It is their job to turn all of the information regarding product features and benefits, marketing
plans consumer research and communication objectives into a creative concept that will bring the
advertising message to life.
3. Leo Burnett (October 21, 1891 – June 7, 1971)
• Leo Burnett was an American advertising executive and the
founder of Leo Burnett Company, Inc..
• He was responsible for creating some of advertising's most
well-known characters and campaigns of the 20th century,
including Tony the Tiger, the Marlboro Man, the Maytag
Repairman, United's "Fly the Friendly Skies", and Allstate's
"Good Hands", and for garnering relationships with
multinational clients such as McDonald's, Hallmark and
Coca-Cola.
• In 1999, Burnett was named by Time Magazine as one of the
100 most influential people of the 20th century.
• Burnett was one of the developers of what has been called the
“Chicago school of advertising.” Its objective was to build an
advertisement around the inherent importance or appeal of a
product itself rather than around clever copy or a catchy
slogan.
5. Leo Burnett - The Inherent Drama
Advertising should be based on a foundation of
consumer benefits with an emphasis on the
dramatic element in expressing those benefits.
He also created some of the notable human like
characters which he used in his advertising
such as THE MARLBRO MAN, GREEN
GIANT, PILSBURY DOUGHBOY & TONY
THE TIGER.
6. Advertising Techniques
• 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,
Pillsbury Doughboy, Tony the Tiger and more famously
the Marlboro Man.Indeed, these campaigns played on
the 1950s attitudes towards masculinity that pervaded
his campaigns.
