Media Literacy

“Don’t tell me how good you make it; tell me how good it makes me when I use it.”

- Leo Burnett, creator of Tony the Tiger, the Marlboro Man, the Maytag Man, and many other famous advertising characters and campaigns
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    What is media literacy, and why is it important?

    What is media literacy, and why is it important? Get expert advice and tips from Common Sense Media editors.

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    8 Hidden Needs

    In 1957, journalist Vance Packard's expose of the advertising industry brought their psychological techniques to light for the first time. He developed list of eight "compelling needs" that advertisers use to create a compelling need to buy the product.

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    Leo Burnett’s Oral History, As Told By 8 Former Creatives

    Have you ever wondered what it was like to work at Leo Burnett Chicago during the agency’s heyday?

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