Elissa_Chp8

This is a link to information on Leo Burnett and how he developed the idea of Inherent Drama. I found this particularly interesting, because I have seen it in action in many ads, but never knew the name or the entire theory. Most of he most iconic ads have used this theory, which shows how effective his tactic is. I particularly liked his business strategy, "When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either."
http://www.hardtofindseminars.com/Leo_Burnett.htm