雅思阅读真题（Part 3）
广告大师李奥·贝纳传奇一生
本篇也叫：李奥贝纳、李奥·贝纳、广告人李奥贝纳、李奥贝纳广告公司、Leo Burnett
Part 3 · 最近考试：2017.3.25
本篇为雅思阅读真题（Part 3）《Leo Burnett 1891-1971》，共 14 题，2017.3.25雅思考试真题回忆，页面提供完整原文、题目、答案与解析，并支持在线机考模式免费练习。本页同时提供 Markdown 版本 供 AI 助手与搜索引擎直接读取。
文章介绍广告界传奇人物李奥·贝纳（Leo Burnett）的生平与理念。他创立了市值数十亿美元的广告公司，从业近六十年，以反传统的管理风格著称，如拆掉办公室门、设立“创意右侍卫”角色、邀请外部专家批评作品。他反对当时盛行的“广告腔”，主张广告应讲述植根于产品本质的故事，并以1942年美国肉类协会广告为早期范例。
The advertising man who first exploited the power of the visual image
A
Leo Burnett, founder of the multibillion-dollar advertising agency Leo Burnett Worldwide, had a career spanning nearly six decades, and an aptitude for inventing new business strategies. He is widely regarded as one of the most influential figures in the history of advertising. Unlike many of his contemporaries who viewed advertising as a cynical manipulation of consumer weaknesses, Burnett held high expectancy that every employee should be bowed down to the work. But heaven help you if you were lazy in your approach to dealing with one of his clients. However, if you had a well-thought-out idea, even if he didn't like it, he would respect the effort behind it.
B
Burnett's management style was unconventional for its time. He practised the Removal of physical barriers -- famously taking his office door off its hinges to signal applicability. He also rejected the Group Think approach common in other agencies, believing that collective consensus often diluted creative edge. Instead, he relied on an internal role he called The Creative Right Bower, his number one man who could turn even the wildest idea into a viable campaign. Another innovation was that Burnett regularly invited a professor, a writer, or a businessman from a completely different industry to critique the agency's work. The Outside Expert offered blunt, unfiltered opinions, and knowing their work would be judged by someone unfamiliar with advertising's internal politics, Burnett's employees strove much hard to produce outstanding ideas.
C
Before Burnett entered the advertising field in the 1920s, the industry was dominated by what he called 'advertese' --a straightedge style of descriptive words emphasizing advantages of products. Advertisements of that era typically described a car as 'superbly engineered' or a soap as 'unquestionably pure', without any attempt to connect emotionally with the consumer. Burnett rejected this approach entirely.He argued that advertising should tell a story, and that the story should be rooted in the product's fundamental truth.
D
One of the first major demonstrations of this philosophy was Burnett's 1942campaign for the American Meat Institute. While other agencies proposed slogans about nutrition Burnett's team produced an advertisement that drew attention to the inherent drama of meat itself which was hardly seen in other ads. The now-famous visual show sizzling steak, with the simple headline What's on the fire?' The campaign did not mention vitamins or proteins. Instead, it appealed directly to the senses - the sound, the smell, the anticipation. This approach was considered highly original because it avoided product feature listing and instead dramatised the product in use.
E
Perhaps Burnett's most celebrated achievement was his work for Marlboro cigarettes. In the early 1950s, Marlboro was positioned as a woman`s cigarette,with a red filter tip to hide lipstick marks. Sales were stagnant. Burnett's agency took over the account and faced a seemingly impossible task how to rebrand a “ladies' cigarette” for a broader market. The solution became advertising legend. Burnett and his team created the Marlboro Man-a cowboy figure that symbolised masculinity. independence and the open West. What made this campaign truly significant was that it appealed to a t segment that not previously bought the product. By deliberately shifting away from female smokers and aiming at working-class men, Burnett transformed Marlboro into the world's best-selling cigarette within a decade. The campaign succeed not by inventing a new product,but by inventing a new identity
F
Throughout his career, Burnett developed a distinctive set of creative principles. He often looked for fundamental concepts that could serve as the foundation of an advertising idea - concepts he called inherent drama' or emotional truth'.were not abstract theories: they were practical tools for finding the core story within any product. He considered creativity as the single most important factor in success. He also aimed to design visuals that would reach the viewer without being consciously processed - images that spoke directly to the subconscious instead of consciousness. Finally. his advertisements were designed to connect with people's most fundamentals, such as the need for belonging or security - what he called consumers` innate instincts. Unlike the hard-sell tactics of his era. Burnett's work invited the consumer to participate in a story.
G
Decades after his death in 1971, Burnett's legacy remains remarkably intact. Some of his advertising characters, such as the Jolly Green Giant or Tony the Tiger,now appear outdated in their visual style. Yet the underlying principles have not aged. Due to today`s consumers have grown more sceptical of hyperbole and resistant to traditional hard sell, Burnett's approach -storytelling, emotional truth and visual immediacy - seems more relevant than ever, Indeed, many contemporary digital marketers explicitly cite Burnett as a precursor to modern content marketing. His original ideas still hold influence advertising today, from the use of authentic narrative the rejection of 'advertese'. And far from becoming less important, the visual aspect of advertising has dramatically since Burnett's era, with social media platforms placing image a the centre of consumer engagement.
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答案：dedication to the profession
原文定位：Unlike many of his contemporaries who viewed advertising as a cynical manipulation of consumer weaknesses, Burnett held high expectancy that every employee should be bowed down to the work. But heaven help you if you were lazy in your approach to dealing with one of his clients
同义替换：「expect all his employees」↔「held high expectancy that every employee」，「demonstrate in their work」↔「be bowed down to the work」
答案：the outside expert
原文定位：Another innovation was that Burnett regularly invited a professor, a writer, or a businessman from a completely different industry to critique the agency's work. The Outside Expert offered blunt, unfiltered opinions, and knowing their work would be judged by someone unfamiliar with advertising's internal politics, Burnett's employees strove much hard to produce outstanding ideas
同义替换：「encouraged his staff to perform better」↔「employees strove much hard to produce outstanding ideas」
答案：language describing positive features of the product
原文定位：Before Burnett entered the advertising field in the 1920s, the industry was dominated by what he called 'advertese' --a straightedge style of descriptive words emphasizing advantages of products. Advertisements of that era typically described a car as 'superbly engineered' or a soap as 'unquestionably pure', without any attempt to connect emotionally with the consumer
同义替换：「main emphasis」↔「dominated」，「Language describing」↔「descriptive words」，「positive」↔「advantages」
答案：It emphasised a feature of the product seldom seen in advertising.
原文定位：While other agencies proposed slogans about nutrition Burnett's team produced an advertisement that drew attention to the inherent drama of meat itself which was hardly seen in other ads. The now-famous visual show sizzling steak, with the simple headline What's on the fire?' The campaign did not mention vitamins or proteins. Instead, it appealed directly to the senses - the sound, the smell, the anticipation. This approach was considered highly original because it avoided product feature listing and instead dramatised the product in use
同义替换：「emphasised a feature of the product」↔「drew attention to the inherent drama of meat itself」，「seldom seen in advertising」↔「hardly seen in other ads」
答案：It targeted a group of consumers not previously attracted to the brand.
原文定位：What made this campaign truly significant was that it appealed to a t segment that not previously bought the product. By deliberately shifting away from female smokers and aiming at working-class men, Burnett transformed Marlboro into the world's best-selling cigarette within a decade
同义替换：「targeted a group of consumers」↔「appealed to a segment」，「not previously attracted to the brand」↔「not previously bought the product」
答案：fundamental concepts
原文定位：Throughout his career, Burnett developed a distinctive set of creative principles. He often looked for fundamental concepts that could serve as the foundation of an advertising idea - concepts he called inherent drama' or emotional truth
同义替换：「basic」↔「fundamental」，「on which an advertising idea could be built」↔「serve as the foundation of an advertising idea」，「identified」↔「looked for」
答案：creativity
原文定位：He considered creativity as the single most important factor in success
同义替换：「regarded」↔「considered」，「most essential element」↔「single most important factor」
答案：consciousness
原文定位：He also aimed to design visuals that would reach the viewer without being consciously processed - images that spoke directly to the subconscious instead of consciousness
同义替换：「bypassed」↔「without being consciously processed」
答案：innate instincts
原文定位：Finally. his advertisements were designed to connect with people's most fundamentals, such as the need for belonging or security - what he called consumers` innate instincts
同义替换：「appealed to」↔「connect with」，「deeper」↔「most fundamentals」
答案：NOT GIVEN
原文定位：Due to today`s consumers have grown more sceptical of hyperbole and resistant to traditional hard sell, Burnett's approach -storytelling, emotional truth and visual immediacy - seems more relevant than ever
答案：YES
原文定位：Some of his advertising characters, such as the Jolly Green Giant or Tony the Tiger, now appear outdated in their visual style
同义替换：「old-fashioned」↔「outdated」
答案：YES
原文定位：Due to today`s consumers have grown more sceptical of hyperbole and resistant to traditional hard sell, Burnett's approach -storytelling, emotional truth and visual immediacy - seems more relevant than ever
同义替换：「Modern」↔「today」，「less convinced by advertising claims」↔「grown more sceptical of hyperbole and resistant to traditional hard sell」
答案：YES
原文定位：His original ideas still hold influence advertising today, from the use of authentic narrative the rejection of 'advertese
同义替换：「significance」↔「influence」
答案：NO
原文定位：And far from becoming less important, the visual aspect of advertising has dramatically since Burnett's era, with social media platforms placing image a the centre of consumer engagement