During the Great Depression in 1930s, a dazzling star appeared in American advertising ―― Leo? Bernard was the representative of American advertising innovation revolution in 1960s, and won the honor and respect of the whole world for American advertising industry. , master Leo? Li Bingran's figure is bloated, his appearance is not surprising, and he can hardly reflect the image of "advertiser", but his creativity is very eye-catching and unforgettable at a glance. He created many influential brand images, such as Hulk Jolly, Baker pillsbury, Tuna Charlie and Tiger Tony. , but the most successful, classic, well-known and well-received Marlboro advertisement. It can be said that Marlboro is because of Leo. Li Bingran's creative propaganda is famous all over the world, while Leo? Li Bingran is also famous for Marlboro advertisements and has become a master worshipped by every advertiser. Advertising genius, 189 1 year 10/day, Leo? Bona was born in St. John, Michigan. His father owns a textile shop, and he worked as a handyman in his father's shop when he was very young. , lead a Leo? It was his father who first came into contact with the advertising industry. "After dinner, I lay on my father's back and looked over his shoulder. A large piece of white paper was spread out on the dining table, and he wrote down the poster to be used in the shop with a yardstick and a big black pencil. " Is that Leo? Bona first saw a big black pencil numbered Alpha 245. He loved it all his life, and the company still uses it. Little Leo helps his father write posters for his shop. After school on weekends, he also tried to help his father stand in the cupboard, but he didn't like being a clerk, so his father allowed him to work in the town. At that time, he was only 12 years old and worked in a small newspaper called Clinton Democracy, responsible for cleaning the printing cylinder. Soon, he became familiar with the machine operation, typesetting and most trivial matters of the printing house. Later, he was promoted to journalist. One of his tasks is to wait for the incoming train at the railway station and chat with the townspeople who are about to leave home or have just returned home to get news. His weekly salary is $3. Leo's high school life is not very pleasant. He described himself as a "teenager with acne all over his face trying to hide". Although his school work is not bad, he is not very strong and tries to avoid most social and extracurricular activities. "However, a guest speaking at school, Wu Ginason? Ferris completely changed him. " The essence of Ferris's speech is that there will always be some difficult moments in life. At this moment, you must wake up, cheer up and start over. You may be better than you think. "Leo? Bona wrote, "I feel like these words are addressed to me. I had an epiphany like waking from a big dream. I feel energetic again and full of interest in the things around me. "Leo began to draw charcoal sketches and watercolors, and painted colorful posters for campus activities. He even took part in inter-school competitions, won many honors for the school and was elected as the president of the student union. Leo? Li Bingran originally planned to go to the University of Michigan from 65438 to 0909, but due to his father's business difficulties, he had to change his original plan. In order to save money for college, he began to teach in a middle school in a neighboring town. , 19 10 autumn, Leo? Li Bingran got into the University of Michigan as he wished. In addition to completing credits including Latin, German, Rhetoric, History and Architectural Drawing, Leo also works in a restaurant to help professors clean up the courtyard and make money. Later, he got a job writing window posters for the biggest Meck department store in town. At the same time, Leo also devoted himself to campus literature and became the editor of Michigan Celebrity Yearbook, Miracle Monthly and Daily and the author of Colored Windows. He also took time out of his busy schedule to design large-scale color posters for the opera in the school theater. , forced to start a business,1965438+spring 2004, Leo? Bona graduated from the University of Michigan with a Bachelor of Arts degree. The summer after graduation, Leo? Li Bingran helps the school to edit the school newspaper, and hopes to find a job as a reporter in new york World. However, the next year, he found a job as a reporter in the Peoria News in Illinois, with a weekly salary of $ 18. Leo lives a frugal life on his meager salary. He spends/kloc-0.5 cents for breakfast, 25 cents for lunch and 35 cents for dinner every day. In order to earn more money, he began to publish "Railway Development" column in other newspapers under the name of "Leo Burnett" twice a week. At the same time, he began to pay attention to the automobile industry report opened a year ago, and the length expanded from a small column every week to a full-page special report. At that time, the American automobile industry flourished, and large and small automobile factories were established and expanded rapidly. Leo couldn't resist this craze and decided to join the automobile industry. 1965438+In the spring of 2005, when he learned that his old classmate Winters was working in Picard, Detroit, his determination to join the automobile industry was even stronger. At Winters' suggestion, he resigned and went to Detroit, where he realized his wish to join Cadillac Motor Company. He is mainly responsible for editing Cadillac journal of information. At first, his weekly salary was $25, which soon rose to $40. Cadillac became Leo? Li Bingran's advertising school, those days made him unforgettable. Mark, the advertising master who advocated that advertising should resonate with consumers at that time? Manas was in charge of all the copywriting for Cadillac, and the "leader price" he designed for Cadillac was a sensation. In order to have a deeper understanding of advertising, Leo read all the advertising professional publications, cut out large and small newspaper advertisements and discussion topics about advertisements, and joined many advertising clubs. These days became a turning point for him to enter the advertising industry. In the early 1920s, Leo? Bona moved to Indianapolis and became the advertising manager of lafitte Automobile Company. During the period of 1923 ~ 1930, he became the leading Homa in Indianapolis. Senior creative director of Mike advertising company. Finally, he came to Chicago as a Russian grain? Weixi advertising company creative deputy director. Russian model? Weixi was one of the largest advertising companies in the world at that time. However, due to various reasons, especially the boss's indifference to advertisements, since the end of 193 1, the company's major customers have cancelled their contracts. Soon, tattoos? Weixi company disappeared in the advertising industry. , leaving the Russian model? After Weixi Company, some original customers suggested Leo? Li Bingran should start his own company. Reluctantly, Leo finally raised $50,000 by mortgaging the house, and founded Leo on August 5th, 1935. Bona Co., Ltd., rising rapidly in the advertising industry, Leo? As soon as the news that Li Bingran set up a company came out, it immediately attracted five working partners and three companies to Leo? Customers from Li Bingran joined the lineup, including Hulk's corn paste manufacturer. After the company was established, Leo? The first thing Bona did was to buy a big farm by the lake Zurich, which was out of his love for nature. In the same year, the company created the trademark "Reaching for Stars", and there are six stars in the green "Reaching for Stars" map. The idea of the whole picture comes from Leo? Li Bingran's famous entrepreneurial belief: "Be a person who reaches for the stars"-determined to work hard and eager to surpass other advertising companies. The first year is hard, although Leo? Li Bingran firmly believes that through struggle, she will get ahead one day. They accepted the advertisement of Hershey chocolate, and the product was good, but the advertisement was not done much. Leo and his working partner Jack are confident that Hershey will sell well through high-quality advertising cases. However, the advertisement failed. Leo summed up his experience and redesigned the advertisement of Wrigley gum, but he still didn't make any money. Next, another big customer of the company, Minnesota Valley Canning Company, had a poor harvest due to a long drought, and its advertising budget was also cut. Leo? Bona's prospects are bleak. 19411After the Pearl Harbor incident on February 7th, Leo decided to focus on the wartime propaganda committee. His first act was to collect metal scrap voluntarily. Because of his outstanding contribution, Leo was invited by the Washington War Production Committee to be the minister. 1945, Leo won the prize for his outstanding performance in the war. Soon, Leo? Li Bingran had a heart attack. Although it was unfortunate news for the company, he initiated the famous "farm meeting". Every weekend, he will call the account manager, artistic director and screenwriter to learn about the latest business decisions of the company. This tradition lasted for many years. So I stumbled into 1945. Leo? Bona designed a print advertisement for the American Meat Association: on a red background, there are two pieces of tender red meat. Such a design was incredible at that time, and even looked like a chicken rib. Leo? Bona thought it over and over again and thought that the image of meat should give people a strong * * *, so he used a whole page of advertisements to describe thick strips of raw red meat on a big red background. Breaking scruples, "red to red" is the highlight. He explained, "this is a natural thing, which explains the concept of red well and tells us other things we want to express." This is the purest form of inner drama. " In this way, the red background makes fresh meat more tender, and Americans can't resist the temptation and always want to eat more. Dashicheng JIU advertisement