"Can you hear them sizzling in the pot?"

This is the first sentence in the advertising copy of "meat" made by Leo Boehner for the Chicago headquarters of the American Meat Association. Although Leo Boehner has some impressive works, such as Marlboro cigarette advertisements and Hulk canned peas advertisements, he regards this advertisement entitled "Meat" as one of the epoch-making events of his advertising company. Why is this happening? Because this advertisement fully embodies Leo Boehner's creative idea-looking for "innate drama".

This is a full-page advertisement: two fresh pork chops occupy the main part of the picture on a red background. On the screen, there is a main title composed of one word-Meat, and the subtitle is "It is a pleasure for you to absorb the protein you need". The text is also very concise. "Can you hear them sizzling in the pot? -It's delicious, so rich in B 1, so suitable for protein. This kind of protein will help children grow up and rebuild your health for adults. Like all meat protein, they meet the standards required by every protein. " The slogan is also loud-the tallest steak in America! This is an epoch-making masterpiece.

Entrusted by the Meat Research Institute, Leo Boehner believed that the image of meat should be strong, and it is best to show it in red. But many people say that red meat can't be used because it's undercooked and disgusting. So I made a thorough investigation and proved that red meat won't make women unhappy. I wonder, what will happen if you put a piece of red meat on a red background? Will it disappear? Or will it be dramatic? The result is great! Red creates desire. The red background makes fresh meat more tender, adding the concept of red, vitality and all other things about meat that they want to pay attention to. Advertisers also cheered for it, and published this advertisement for a long time and received good advertising results.

Leo Boehner said: This is a "natural drama". He believes that "every commodity has a dramatic side. Our urgent task is to explore the above characteristics for commodities, and then make commodities become heroes in advertisements dramatically. He emphasized that "the most important task of advertisers is to explore it (dramatically) and make use of it" and "find out the magic power of goods that can arouse people's interest". He claimed that this effort "represents the Chicago School of Advertising", and one of its basic ideas is that every commodity has "inherent drama". The reason why he took such a fancy to the advertisement of Meat is because, in his own words, "this is the purest drama, which we are striving for, not that you are too eccentric, too smart, too humorous, or do anything excessive-it is so natural. . Bona's main expression of "drama" is also the creed of Chicago advertising school he represents-we strive to be more frank and not arbitrary, and we strive to be enthusiastic and not emotional. He believes that,

The two elements of "being trusted" and "making people warm" are very important to consumers' desire to accept advertisements. When Higgins asked Leo, When Bona asked if there was a pattern or a special method to follow, he said, "If I really have one, it is to immerse myself in the knowledge of commodities. I firmly believe that I should face the reality and conduct in-depth interviews with the people I want to sell him goods. I try to sketch out in my mind what kind of people they are-how they use this commodity and what it is-although they don't often tell you so much, they should find out the motives and details that really inspire them to buy something or become interested in something.