Achieving legendary status in advertising creativity: A critical analysis.

摘要

Since the Great Depression, the advertising industry has put great faith in individuals able to create big ideas that capture the attention and favor of American consumers. The purpose of this study was to determine who these individuals were and how they established legendary status in the advertising industry.;To make this determination, the study initially focused on the views of trade publications and respected professionals over this time period. Four individuals (William Bernbach, Leo Burnett, David Ogilvy, Rosser Reeves) were found to be at the top of virtually every list of leading advertising professionals.;Using a critical and historical approach emphasizing biographical analysis and an examination of these legends' body of work (i.e., advertising campaign creations), the study identified nine factors that helped these individuals achieve legendary status: timing, media visibility, professional associations, quality of work, success (effects) of their work, acclaimed work, dedication, sensitivity and an expansive viewpoint.