leo burnett is a majour advertising and marketing pioneer. with a career that spanned around 60 years, he was a leader in creating evocative archetypes that where easily regonised by consumers. leo burnett believed that " the most effective images resonate deep within the psyche the most powerful advertising ideas are the non verbal". the idea that if you create a character or brand that will stick in the consumers mind subliminally was one of leo burnett aim when producing advertising campains. one of his most famous campains is the marboro man. which showed the rugged tough cowboy smoking marboro cigarettes. rather than elaborate narratives the consumer is left with a lasting brand in there mind from the advertisment. other early examples of leo burnett's archetype characters include the jolly green giant that advertised canned peas, pillsbury dough boy, and kellogs tony the tiger. all of these characters left a lasting impression on the consumer as they would learn
The leo burnett companies still practice this technique with recent exapmles being the mc donald characters like ronald mc donald and burguler etc. the bundy bear adds a very recent example which was created by the sydney leo burnett team.
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