The story of the master’s success

The story of the master's success The story of the master's success 1

On October 21, 1891, Leo Burnett was born in St. John's, Michigan. His father owned a textile store, and he worked in his father's store as a handyman from an early age. It was his father who introduced Leo Burnett to the world of advertising for the first time. "After dinner, I lay on my father's back and looked over his shoulder. A large piece of white paper was spread out on the dining table, and he used a yardstick and a big black pencil to write the posters that would be used in the store." . That was the first time Leo Burnett saw the big black pencil numbered Alpha 245. He loved to use it throughout his life, and the company still uses this pencil today.

Little Leo helped his father’s store write slogans for posters. After school on weekends, he also tried to help his father stand at the counter, but he didn’t like being a store clerk, so his father He was allowed to work in the town. He was 12 years old at the time and working at a small newspaper called the Clinton Democrat, cleaning printing cylinders. He soon became familiar with machine operation, typesetting, and most of the chores of a printing press. Later, he was promoted to a text reporter. One of his tasks was to go to the train station to wait for the incoming train, and chat with the townspeople who were about to leave their hometown or just returned to their hometown to obtain news. His weekly salary was 3 US dollars.

Leo’s high school life was not very pleasant. He described himself as a "pimple-ridden kid who tried to hide it. Although I did well in school, I was not very physically strong and I tried to avoid most social and extracurricular activities." However, a distinguished guest named Nathan Ferris who came to the school to give a speech completely changed him. "The essence of Ferris's speech is: There will always be some difficult moments in life. At this moment, you must wake up, cheer up, and start again. You may be better than you think." Leo Burnett wrote, "I I felt that these words were exactly speaking to me, and I had an epiphany like waking up from a dream. I felt that I began to have energy again and was full of interest in the things around me."

Leo began to paint. Charcoal sketches, watercolors, and colorful posters for campus events. He even participated in inter-school competitions, won many honors for the school, and was elected as the president of the student union. Leo Burnett originally planned to attend the University of Michigan in 1909, but due to his father's difficulties in business, he had to change his original plan. In order to save money to go to college, he started teaching in a middle school in a neighboring town. In the fall of 1910, Leo Burnett entered the University of Michigan as he wished. In addition to completing credits including Latin, German, rhetoric, history and architectural drawing, Leo also worked in the restaurant and helped the professor tidy up the courtyard to earn fees. Later, he found a job writing window posters for Merck's, the largest department store in town. At the same time, Leo also devoted himself to campus literature and art, becoming the editor of "Michigan Celebrity Yearbook", "Odd Fellows Monthly", "Daily" and the author of "Colored Window". He also found time in his busy schedule to design large-scale color posters for the school theater's opera. The Story of a Great Master 2

In the spring of 1914, Leo Burnett graduated from the University of Michigan with a Bachelor of Arts degree. The summer after graduation, Leo Burnett helped edit the school newspaper and hoped to find a reporter's job at the New York World. The next year, however, he found a job as a reporter at the Peoria News in Illinois, earning $18 a week.

Relying on meager remuneration, Leo lived frugally. He spent 15 cents on breakfast, 25 cents on lunch and 35 cents on dinner every day. In order to earn more royalties, he began to publish a column on "Railway Development" in other newspapers under the signature of "Leo N. Burnett", twice a week. At the same time, he also began to pay attention to the auto industry coverage that was launched a year ago, and the coverage expanded from a small weekly column to a full-page special report.

At that time, the American automobile industry was booming, and large and small car factories were established one after another and expanded rapidly. Leo couldn't resist this craze and decided to join the automobile industry.

In the spring of 1915, when he learned that his old classmate Winters was working at Paccar Motors in Detroit, his determination to join the automobile industry was strengthened. At Winters' suggestion, he resigned and went to Detroit, where he got his wish and entered the Cadillac Motor Company. He was mainly responsible for editing the "Cadillac Intelligence Magazine" magazine. His salary was initially $25 a week, which soon increased to $40.

Cadillac Motor Company became Leo Burnett's advertising school, and those days were something he would never forget. At that time, advertising guru Mark Manus, who advocated that advertisements should resonate with consumers, was responsible for all Cadillac copywriting. The "Price of Leadership" he designed for Cadillac was a sensation. In order to have a deeper understanding of advertising, Leo read all advertising professional publications, cut out large and small newspaper advertisements and discussion topics related to advertising, and participated in many advertising clubs. This period became a turning point for him to enter the advertising industry.

In the early 1920s, Leo Burnett moved to Indianapolis and became the advertising manager of the Lafitte Motor Company. From 1923 to 1930, he served as the senior creative director of Indianapolis' premier Homar Mack advertising agency. Eventually, he came to Chicago, where he served as associate creative director of the Russian advertising agency. Russian Wessey was one of the largest advertising companies in the world at the time. However, due to various reasons, especially the boss's indifference to the advertising industry, the company's major clients began to terminate their contracts from the end of 1931. Soon, the company disappeared from the advertising world. The Story of the Master's Success 3

This winter vacation, I read the book "The Story of the 100 Most Influential Celebrities in the World". Seeing the introduction of those famous figures, I read this book with great interest. The book introduces the emperors through the ages who created the world with their kingly demeanor, the intellectual giants who conquered the world with their wise ideas, and the great talents who rewrote the times. A political leader who pursues the truth with rigor and pragmatism, a literary giant who writes about the world with his pen, a celebrity in the art world who beautifies life with perfection, an economic master who accumulates human wealth with theory, and an economic master who uses diligence and wisdom to Business tycoons who create wealth myths, and sports elites who challenge the limits of human beings with higher, faster, and further distances.

Among them, the one I admire most is the greatest boxing champion in the world - Ali. The reason why he affects the world is "even though he has retired from boxing for many years, even though he is already a patient with Parkinson's disease He is an old man, but no one has ever doubted that he is "the greatest boxing champion in the world." He is born with a sense of justice. Once, Ali couldn't stand the domineering behavior of "Big Man" Corky, so he fought with him. After two rounds, Corky ran away. He won the boxing championship 9 times and 10 times in his life. Hemingway once said: "People can be destroyed, but they cannot be defeated." This sentence was vividly reflected in Muhammad Ali, whose great spirit has surpassed his achievements in boxing. We should also learn from Ali's perseverance to not be afraid of difficulties and persist in fighting the disease. The Story of the Master's Success 4

In the summer of 1818, I entered Dr. Butler's College at Threwsbury, where I remained for seven years until the midsummer of 1825, by which time I had 16 years old. I boarded at this school so I got a lot of benefit from real student life. But the school was less than a mile from my home, and I often ran home after roll call and before closing time at night. I believe this has done a lot of good for me in maintaining the affection and interest of my family. Early in my school life, I remember often having to run very fast in order to meet time, as I was a fast runner and always managed to not lose time. But when I am unsure, I pray sincerely. I distinctly remember attributing my success to prayer rather than to running fast, and marveling at how generously I was helped.

My father and sister told me that when I was very young I had a strong interest in taking long solitary walks. But I can't remember what I was thinking at that time. I am often completely lost in meditation.

I once walked back to school on top of the old castle that surrounded Threwsbury, which had been converted into a public walkway and the parapet on one side was gone. I slipped and fell from it, but it was only six or seven feet high. Yet the wealth of thoughts that arose in my mind at that moment of sudden, completely unexpected loss was astonishing.

I venture to say that I have been kind since I was a child. This is entirely due to the teachings and examples of my sisters. I really doubt that kindness is an innate quality, a quality you are born with. I like collecting bird eggs, but I have never taken more than one egg from a nest, but there was only one time when I took all the eggs from a nest, but it was just for intimidation, not for what they're worth.

Throughout my entire life, I have been particularly incapable of mastering any language. At that time I was particularly enthusiastic about composing poetry, but I could never do it well. When I left this school, I was neither too old nor too young. I thought that all my teachers and my father thought that I was a very mediocre child, well below the average intelligence level. To my deep regret, my father once said to me: "There is nothing more than hunting." If you don't worry about anything other than raising dogs and catching mice, you will taint yourself and your entire family in the future. "My father was the most charitable person I know, and I loved him with all my heart. He must be angry. It's somewhat unfair for him to say this. The story of the master’s success 5

1. Teaching objectives:

Attitudes and emotions: To inspire children to revere the master, so that they have role models in their hearts, and initially cultivate children’s aspirations, pursuits, and Have a longing attitude towards life.

Behaviors and habits: Develop good study habits that are willing to read, use your brain, and collaborate in discussions.

Process and method: Try to understand the master’s growth experience, conduct simple organization and induction, and explore the secret of the master’s success.

Knowledge and skills: Learn about some masters and their stories of contributions to mankind.

2. Teaching time:

3. Teaching activity design:

(1) Appreciate the master’s achievements.

1. Organize students to watch courseware about the master’s achievements (make courseware of pictures in the book and some achievements of the master that students want to know about).

2. Students talk about their feelings: The contributions of the masters are really amazing!

3. Teacher summary: Masters have made great contributions to mankind. They have changed the world and created a colorful life for future generations. Let us explore the secret of their success today! Plant the “Master’s Secret to Success” apple tree.

(2) Planting the "Master's Secret to Success" apple tree

1. Draw an apple tree on the blackboard. Which scientist do you know is related to apple trees? (Newton)

2. Who is willing to tell you the story of "the apple falling to the ground".

3. Discussion: After listening to this story, what kind of person did you find Newton to be? (Good at thinking)

Teachers and students together filled in the apples with the words "good at thinking" and posted them on the apple tree.

(3) Exchanging stories and exploring secrets.

1. The groups exchanged the collected stories of masters’ success.

2. Discuss in the group to explore the secret of the master’s success and fill in the “secret apple”.

3. The whole class communicates and puts the "apple" written with the master's secrets of success on the apple tree.

(4) Small experiment - "Playing with lenses"

Introduce people by guessing riddles. Prepare a set of myopia lenses and presbyopic lenses, and ask students to explore the mysteries of the lenses by themselves. The teacher can tell the story of the telescope and its inventor.

(5) Watch "The Movie of the Master's Growth" and explore the secret of the master's growth.

(6) Summary: The masters were very naughty and cute in their childhood just like us. In the years to come, because they picked these "secret apples of success", they created and invented many new things. , changed the world and made our lives better. The story of the master's success 6

Teaching objectives:

1. To inspire children to revere the master, so that they have role models in their hearts, and initially cultivate children's yearning, pursuit, and longing for life. manner.

2. Develop good study habits that are willing to read, use your brain, and cooperate in discussions.

3. Try to simply organize and summarize the master’s growth experience to explore the secret of the master’s success.

4. Understand the stories of some masters and their contributions to mankind.

Teaching focus:

1. Understand the stories of some masters and their contributions to mankind.

2. Stimulate children's feelings of reverence for the master, so that they have role models in their hearts, and initially cultivate children's life attitude of yearning, pursuit and longing.

Teaching difficulties:

1. Develop good study habits that are willing to read, use your brain, and discuss cooperatively.

2. Try to simply organize and summarize the master’s growth experience to explore the secret of the master’s success.

Teaching process:

1. Appreciating the achievements of the masters

Introduction: In the last lesson, we learned that the masters have made huge contributions to our human life. , and the childhood stories of the masters are as attractive as magnets. In fact, there is an intriguing story behind a master's success.

1. Organize students to watch courseware about the master’s achievements (make courseware of pictures in the book and some achievements of the master that students want to know about).

2. Students talked about their feelings: The contributions of the masters are really amazing!

3. Teacher summary: Masters have made great contributions to mankind. They have changed the world and created a colorful life for future generations. Let us explore the secret of their success today! Plant the “Master’s Secret to Success” apple tree.

2. Planting the "Master's Secret to Success" apple tree

1. Draw an apple tree on the blackboard. Which scientist do you know is related to apple trees? (Newton)

2. Who is willing to tell you the story of "the apple falling to the ground".

3. Discussion: After listening to this story, what kind of person did you find Newton to be? (Good at thinking)

Teachers and students together filled in the apples with the words "good at thinking" and posted them on the apple tree.

3. Exchange stories and explore secrets

1. Exchange the collected stories of masters’ success among groups.

The four-person group sent a representative to share the experiences and stories he had collected about the growth of these four figures: "Qian Xuesen and China's Rocket Technology", "Qi Baishi and His Four Wonders", "Marx and "Das Kapital", "Lu Ban and the Invention of the Saw".

Teacher: Indeed, these masters each have their own experiences and stories of success. The stories of the masters may be interesting or exciting, and they will always give us a lot to think about.

2. Discuss in the group to explore the secret of the master’s success and fill in the “secret apple”.

The teacher writes the secrets outlined by the students on apple cards and sticks them on a big apple tree. Each secret becomes an apple on the tree. (Perseverance, perseverance, curiosity, willingness to explore, willingness to endure hardship...)

3. The whole class communicates and puts the "apple" with the secret of the master's success on the apple tree.

What secrets of success do you think these masters have? Attach the apples of the secret of success to the big apple tree as well.

4. Class Summary

It is precisely with these beautiful qualities and the secret of success that our masters are different and have achieved enviable results. Whether ancient or modern, male or female, masters have brought many surprises to our lives and made great contributions to mankind.

Today I learned about the success stories of so many masters. What are your thoughts or gains? Students speak freely.

5. Assign homework

Students can go home and speak freely and write a paragraph. The story of the master's success 7

Teaching objectives:

1. To inspire children to revere the master, so that they have role models in their hearts, and initially cultivate children's life with yearning, pursuit and longing. manner.

2. Develop good study habits that are willing to read, use your brain, and cooperate in discussions.

Teaching focus:

Stimulate children's feelings of respecting the master, so that they have role models in their hearts, and initially cultivate children's life attitude of yearning, pursuit and longing.

Teaching difficulties:

Develop good study habits that are willing to read, use your brain, and discuss cooperatively.

Teaching process:

1. Small experiment - "Playing with lenses"

Start by guessing riddles. Prepare a set of myopia lenses and presbyopia lenses, and ask students to explore the mysteries of the lenses by themselves. The teacher can tell the story of the telescope and its inventor.

The teacher assigned a set of myopia lenses and presbyopic lenses to each group of four, and asked the students to play with them themselves and explore the mysteries of the lenses.

(1) Students report the results of playing with lenses (the function of the lenses, the visual effects after stacking two lenses, etc.)

(2) Supplement the story of Jensen’s invention of the telescope.

(3) Teacher: At a young age, Jensen became famous for his creative "playing" and became the inventor of the telescope. And what kind of experience did those who eventually became masters have? (Click to show the picture)

2. Watch "The Movie of the Master's Growth" and explore the secret of the master's growth

(1) Play FLASH "Luban and the Invention of the Saw".

(2) Thinking and discussion: A small blade of grass is so ordinary, so ordinary, no one will notice it, let alone be interested in it. Why can Luban transform from the most ordinary Get inspiration from something and finally invent the saw?

(3) Answer by name: (Curiosity, good at thinking, inquiring spirit...)

(4) Students tell stories about the success of other masters.

Master’s summary: Indeed, masters always have many excellent qualities that enable them to do extraordinary things. Now let’s think about it. Among the masters we are talking about today, although they Their growth stories and experiences are all different, but what are the similarities among them?

Clearly: Masters were very naughty and cute in childhood just like us. In the years to come, because they picked these "secret apples", they created and invented many new things and changed the world. , making our lives better.

3. Teacher Summary

Teacher: (Click on the background music) In this class, we learned about the growth stories of many masters and the secrets of their success. It was really rewarding. Quite a few. In fact, the success of a master may be due to being more diligent, careful, patient, thoughtful, creative, and curious than ordinary people. Get inspiration in ordinary life, train yourself in ordinary life, and eventually become a master. Outside class, you can also collect some stories about the success of masters that were not mentioned in class. I believe their experiences will also deeply move you.

4. Assign homework

Collect some stories of masters who have not been mentioned in class