Brilliant Feminine Mind
Helen Lansdowne Resor (1886-1964)
Background
Also known as the greatest copywriter of her generation, Helen Lansdowne learnt early in life from lessons of feminism, independence, and self-sufficiency after the death of her father at age 4 and living in dire poverty.
These influences lead her to focus on a career of self-improvement, and aspiration of the habits of richer people.
In 1903, Helen Lansdowne, 17, graduated as class valedictorian from a high school in Covington, Kentucky. She met Stanley Resor in 1904, a young Yale graduate and soon to be president of the J. Walter Thompson (JWT) ad agency where Helen’s copywriting career took prominence. They married in 1917.
Stanley Resor was the first man who brought business sense and professionalism to advertising through his philosophy of scientific research
In the 1920's, under Stanley Resor's direction, JWT took the first place in total agency billings and stayed there for the next five decades.
Key Contributions
Helen scored many ‘firsts’ for women in her lifetime; the first woman in writing & planning national advertising (1920s), the first woman to present an advertising campaign to Procter & Gamble’s board of directors.
She was instrumental in organising suffragette (right for women to vote) parades in New York and helped to aspiring artists, homeless women while contributing to family based community work. She was also among the first to use photography in her ads.
30 comments:
Helen Lansdowne Resor became the most influential copywriter in 1920's.She was the first prominence in Advertising and also the inventor of a revolutionary style in the Advertising Industry.She is the first to use husband and wife in advertisement.This slowly flow into the industry when advertisor nowdays also used female and male as their icon for advertisement.But some of them use this concept in the wrong way and it give bad impression to the readers.Some ads using the concept 'sex appeal' to sell the product but unlikely it give the consumer the wrong idea.They used the female as the sex icon to sell their product.They focus the on the model not the product.The model overcome the product which they should sell and this have gone totally wrong.She is also the first to use celebrity to sell the product.This idea work very well and it attract many consumer.It is because people love to follow the trend of celebrity.She also used the concept "The Art of Testimonial" where she get people by telling how good is the product to convince the consumer.Slowly she use celebrity in her ad to endorse the product.In other way the celebrity used this ad to promote themselves too that's why Helen never pay them.She was the first woman in writing and planning national advertising.She also was the first t present to Procter and Gamble's board of directors.In all her ad,she only focus on woman because during that time,all the man went to war.The women is the only one that left that's why slowly the women became independent.Nowdays female and male are equal.Helen is the one who prove that woman is also good and strong in working industry.
Based on what I've learned in class,I get to know that Helen Landsdowne Resor was the first woman and planning national advertising and also the first woman to be named among the famous copywritter.She is married to Stanley Resor and both of them were also business partner.What really makes me admire them is their professionalism and partnership which lead them success.
Helen Lansdowne Resor was also a suffrage leader which means someone who fight for women's right to vote.She started her career in JWT(James Walter Thompson).She focused and specialized products sold to women and that leads JWT to success.Helen Lansdowne Resor always look from the feminine point of view because she believe in 'The Power of Sex Appeal' and I think she's trying to prove a women's worth in the advertising industry.Her advertisment has their own editorial style,imitating the look of magazines and no detail left out to create a good advertisment.One of her famous campaign which is the Woodbury's Facial Soup include softness,romance and sex appeal to attract women consumers to try the product and with poetic rhythm style of slogan leads consumer to take action without thinking twice.Not to forget,another famous campaign of Helen Lansdowne Resor is the Lux Toilet Soup which include famous screen stars but doesn't require big sum of money to create the ad as Helen was trying to promote the young screen stars without charging them a single cent.It gives both side benefit and I have to say she's not only creative but also a business mind person.
Unfortunately,advertising agencies in the modern world has misuse 'The Power of Sex Appeal' method as they were trying to attract consumers without using the right way.This will create negative thinking among the public and even increasing crime such as rape since sex appeal advertisment in this day were not straight to the point but more to lust and self satisfaction especially to the opposite sex.
-lawrence-
sorry may ann.Forget to put my name.The first comment and without name is mine.Carrere here.
I think Helen Resor's testimonial approach is very effective. Even till nowadays, we can see it is still very powerful. For those high technology products, like mp3 player or mobile phne, people always like to keep up with the friend. When they see a celebrity appear in a advertisement with new product, they will think that if they do not have that product, they are out dated.
Helen Resor supplied the feminine point of view in her advertising design on women's product. For all these product, putential consumer mostly will be women. Actually women are quite easy to be influenced when people think and persuade them on they point of view.
CSF 065168 CD065-3
Helen Resor Lansdowne was the leading female copywriter in 1920's.She was the first woman in writing and planning national advertising and also the first woman who present an advertising campaign to Procter & Gamble.She and her husband , Stanley Resor were the first husband and wife in advertising and they cope very well as partner in this industry.
Helen Resor used the concept 'Art of Testimonial'in her ad where she find famous celebrity to testify on the product.She also used 'Sex Appeal' and we can still see this concept being used in many ads today.But advertiser have misuse sex appeal concept and the consumer misunderstood the ad in negatif thoughts
Erin
Helen Lansdowne Resor is the first woman in writing and planing national advertising to present to Procter&Gamble's. She focused on women and studied women's buying habits.Most of her ad consist of pretty painting,gentle copy and reason.Feminine,soft and gentle are her style to create ads.She knews the connection of famous people with brand will make the brand to be famous,so she invited those famous artists/screen stars to advertise her advertisement.Some advertiser will still be using this concept nowadays and seems like it works for the consumer.Her famous concept is "sex appeal" which she used female as the sex icon to advertise the product.She sells the product by telling the consumer how good is the result after using it on the model.
..::*elaine*::..
From what I’ve learned, Helen Resor was the 1st female copywriter. She succeeds when she started work at JWT. She was a suffrage leader n fight for the women’s right. She used power of sex appeal in her ad. Her target audience is mostly female. She used image which is husband n wife for her early ad. Soon there’s woman in different ranking to sell her product. Then, when the men went to war, she started using ‘tough and strong’ woman for her ad. And provide free coupon which can exchange free sample. She used the art of celebrities’ testimonial to grab consumer’s attention. This concept created many successful as for example the Woodbury’s facial soap, Lux, ponds. Nowadays, many product using Helen Resor’s celebrities testimonial to sell their product for example SK ll , Bio-essence and so on. As for the sex appeal, many people misuse this concept. They use female to attract consumer in unnecessary and negative ways.
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Helen Resor Lansdowne was the first female copywriter in 1920's and she was the first woman in writing and planning national advertising and also the first woman who present an advertising campaign to Procter & Gamble.
She met her husband, Stanley Resor in 1904 in advertising and they cope very well as partner in this industry.
Helen Resor used 'Sex Appeal' and 'art of testimonial'. using some famous artist and celebrity testify them on the product. Even thou, Helen's sex appeal is good but it gave misunderstanding by some consumers.
Helen Resor’s testimonial approach was most influence in advertisement in 1920’s and also now. The advertisement which is promotes by a celebrity can attract many people. If there have a celebrity appear in the advertisement, reader will think the product is very famous and outstanding.
Women are the big market for many products. So Helen Resor’s advertisement made with knowledge of female habits, reasoning and prejudices. I admire her very much because she was the first woman of real prominence in advertising and most influential copywriter of 1920’s.
From what I’ve learned, Helen Lansdowne Resor was the most influential copywriters during the 1920’s. She became even more successful after joining JWT. Most of her ads were mostly targeted towards the female because she was somehow a representative of the females during her generation. I personally like the way she does her layout in an advert. She trusted her thoughts and work on it. Her style was rather artistic and spontaneous. The layout of her ads is mostly in a form of ‘editorial style’. A typical Lansdowne ad will be containing a nice classic painting that has its own feminine with the cons for buying the product, the benefits that the consumer/ the user itself will get from buying it, and of cause, not forgetting the free sample as well. She also uses celebrity as well (celebrity endorsement) on some of her ads. This is to attract the attention of the user/ consumer to buy one’s product.
-xiao mei-
xoxo
Helen Lansdowne Resor was one of the prominent women in those days. She had a brilliant mind and have great ideas in her head all the time. This make her so successful and famous in the advertising industry. She was also the first woman to be successful in writing and planning national advertising. She uses the power of sex appeal in her ads, making one of her famous Woodbury's Facial Soap ad so famous and successful. It was a great combination between telling the reason-why, and the the coupon for getting free samples.
She joined the JWT (James Walter Thompson) company and that make her even more famous and influential. She also uses the concept 'Art of testimonials' in her ad. She believe that using famous celebrities tested and proven can create attention as well as improve the sales of a product. She proves that women is also capable in working industry.
Helen Lansdowne Resor is an independent woman. She was the first woman who presents ads to P & G boards. She was the first woman to be successful in writing and planning national advertising and also the first woman of real prominence in advertising (Fox, 1997). Her real success comes after she started to work at JWT.
Her influence opened the advertising field to women. She also brought the feminine point of view to advertising. She introduced the ‘power of sex appeal’. She believed that the advertising appeals for such products should be made with knowledge of female habits, reasoning and prejudices. Her style was aesthetic.
~*+ sU! +*~
Helen Lansdowne Resor is the first female copywriter and also known as one of the greatest copywriters in her generation due to her contribution in her new idea on copywriting.
As far as I've learn, Helen's idea on ads are mostly sex appeal, focuses on females and tends to create a romantic, soft feeling and poetic ads for the consumers.
In my own opinion, Helen's idea mostly target on female as most of her campaign involve around products that mostly females will be attracted to such as skin products; Lux. It is known that most females care for their skin and their beauty more than anything thus Helen's idea on ad works well for skin products ads.
Besides this, most of her ads contains romantic atmosphere that every girl would have dream of because of the beautiful illustration that was use in the ad. By looking at the illust, most of the females will be attracted to it and thus purchasing the products.
Helen Lansdowne has created many 'first' in her life time. She has become the first woman in writing national advertising, present and advertising campaign and so on. As a suffrage leader, she always focused on women's right. She understand feminine view so much,thats why she created the sex appeal concept and apply it into advertisments in very good way but a lot of advertiser use it in the wrong way and over use it now a days.She has also upgrade the Testimonial concept by getting famous person to endorse the product.Therefore she created the Lux toilet soup ad and it shows that she was a business mind person as well. She has inveted a lot of famous screen stars to grab the customer's attention without creating high cost for the product and help the screen stars became more famours as well. From what i've learned, we should bravely went through all kinds of hardships as what have experienced by Helen Lansdowne...
-Foo Voon Joon
From the lesson that I learned in the class, I know that Helen Lansdowne is the first one who use “The power of sex appeal” in the advertising industry but in nowadays the advertising agencies has misuse “The power of sex appeal” to attract consumers attention, and it will inculcate audience a negative thinking, and it already become promoting the promoter but not the product. Helen Lansdowne is also the one who using “The Art of Testimonial” to telling consumer how good the product is. She is clever and creative is because she use celebrity to promote the product so audience will notice about it and it also good for those celebrity because they use advertising to promote themselves also.
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I inspire Helen Lansdowne Resor because she as a first woman in writing and planning national advertisements. She is just like encouraged all the female in the past to be brave to be success in career same like men. She is just like made woman had same status with the man. She had a lot of new, fresh idea or concept in advertisement to make almost every advertiser in industry uses her concept which is the power of 'sex appeal' and the art of celebrities' testimonials. Her advertisement always will make lot of people surprised and they are all attractive.
-shien-
I seriously admire Helen Lansdowne Resor as a successful female copywriter. Based on what i learn in class, Helen is a true copywriter with the mind of a true feminine which she applies that in her advertisement flawlessly. She is also very intelligent and a directive thinking kind of person that darts out any idea she can think of at that time. Helen Lansdowne Resor was also a suffrage leader which means someone who always stands and fights for women's rights.
Her advertisements were always based on lust,love,feminine and sex appeal, in short the power of sex appeal that grabs attention of women. What impresses me is that
she is the first woman to be so successful and the most influential copywriter and that time. When it comes to feminine knowledge, Helen knows it best and its a very big advantage in the advertising world when u have that key element of understanding what your consumers
would actually want and admire.
As a female herself, she greatly understands the habit of a female
and most importantly what women want. Her style was always aesthetic and intuitive and always trusted her imagination. Her ads
applied pretty paintings with gentle selling copy and most importantly it offers a free sample
that will grab the consumers attention. She was a great copywriter at first glance where she also stood for womens rights and potential that any other man in the world can do they do the same or even better at greater heights . She is also very independent in contributing to the advertising world that prove how good a women can excel.
As I read about Helen Lansdowne Resor, I now know that she is the first woman copywriter–turned–author, and famous as well. Though there are other women copywriters. And she’s married to Stanley Resor. From what I’ve learn, there are two famous JWT campaigns. For Woodbury’s (emotion and poetry), Helen mostly sold softness, romance and sex appeal, which is her main theme.
Another one is Lux, sold glamour, luxury, fame and also sex appeal. Most of her ads would have a free coupon as an offer, but later on she advertises her ads by connecting the brand with famous people/celebrity, example - Lux. So while I was watching the television, I noticed that most of the brands like Olay, SK-II or any other cosmetic brand that they advertised use Helen Resor’s style (connecting the brand with famous people/celebrity). And so now I know where the advertising company gets this idea.
Clarissa
Helen Resor’s testimonial approach was most influence in advertisement in 1920’s and also now. The advertisement which is promotes by a celebrity can attract many people. If there have a celebrity appear in the advertisement, reader will think the product is very famous and outstanding.
Women are the big market for many products. So Helen Resor’s advertisement made with knowledge of female habits, reasoning and prejudices. I admire her very much because she was the first woman of real prominence in advertising and most influential copywriter of 1920’s.
sv leong
NAME: Chang Sook Han
ID: 068069
Class: CD068-3
Communication Skills (Copywriting): Helen Lansdowne Resor
Helen Lansdowne Resor is a very special and strong women. At that time, women are difficult to have their own career and thoughts. Women have no freedom and always work for their family, women affirm as cannot do the work like man, but she can do what she likes without any discrimination.
The ways of her writing is unique and have the effect. She uses “A Skin You Love To Touch” as headline to grab attention from customer, this is a powerful headline. She introduces the product in the medicine way, it let people be more profoundly convinced of the product. The headline is very interesting and different with other advertising at that time.
She scored many “first” for women in her lifetime. She is the first to use photography in her advertising; the use of coupon to give the samples to attract customers is a new try , this show that she not only creative and also has a business sense; the use of editorial style in of advertising; She is the first to use husband and wife in advertisement.the first women to be successful in writing and planning national advertising.
Helen Lansdowne Resor sold luxury, romance and sex appeal. Her advertising did not make people feel unfitness. Her concept was use by many company nowadays, we can see that how powerful her idea is. Unlike the advertising nowadays, the sex appeal issue is overmuch, gave the customers wrong idea, did not have any meaning and the sense of beauty. Most of them will let us have negative thoughts and the focus is on the model and not the product.
She used movie stars in the advertising will have an effect on people and she did not pay them. This is a good idea, because people like to follow trend. If movie stars also use this product, why don’t us also use it. The use of screen stars also follows by people nowadays. For example, advertising like perfume, cosmetic clothes, slimming and others.
At that time, a small number of advertising will target women as the buyer. Helen Lansdowne Resor is different, she notice that women are the best purchaser, because men go to war and leave women there. She studies women buying habits and focused on them , because she is a women, then she know what women need and want. Her headline, “A Skin You Love To Touch” is a interesting headline and have an effect to the customer. Then, the use of coupon to give the samples to attract customers is a new try, she know the greedy and curiousity of human. This is a good try and she has the good result from it.
Helen Lansdowne Resor is a successful women with many ideas, she has a great imagination. She knows what the customers want and what they need. At that period, this is very hard to has a women like her. We can notice that the advertising nowadays not all can have a good effect like what Helen Lansdowne Resor did.
NAME:SELVIA
ID:068046
CLASS:CD-O68-3
I think Helen Lansdowne resor was greatest copywriter woman and successful woman in advertising industry because she has a unique style to advertise the product, her style was aesthetic and intuitive. And she thinks from a consumer point of view.
She focused a pretty woman to advertise the product and she has a typical in advertising like pretty painting, gentle selling copy and offer free sample to consumer, from there the consumer can try the product and will have an experience about that product.
She has a unique way of advertising for her product. The advertising expressing romance and softness.
I think this an effective way of advertising. That is why nowadays advertising industry follows her way of advertising.
Name: Ang Fee Lee
ID: 068071
Class: CD068-3
I think that Helen Lansdowne Resor is a model for all new genaration modern lady. She always
focus to increase the femine sexual appeal.She was really special and successfully. I thought
she was really brave and confident for herself. She loved to challenged the limit of moral
and rules.And, be a female, i think she open a new way for women, we can explore more and
more about the pretty of women from her advertising.She can really attractive the heart of
all female.
And why i say she was brave?It is because she was the first one who use caupon to change the
cosmatic sample for her customers.It became a very usal way to promote our products at this
age. i think this is the most influencial for us.
Name:Sisca
Class:cd-068-3
Id:068064
Helen Lansdowne Resor is one of the famous copywriters. I think Helen is a brilliant woman with a dozen of creative ideas. She was the first woman who success in writing and advertising. Her real succsses came after she started to work at JWT. She believe that the ways of the advertising appeals for such products should be made by knowledge of female habits,reasoning and prejudices. Her style was aesthetic and intuitive. Her advertising was very diffrent from all the advertising which appear in American megazines at that time.Helen have a lot of ideas to express her products. A woman like her on that time was really powerful.She can create a lot of things with her ideas.Since her work was famous,nowadays people are using her ways to advertise their product.
Helen Lansdowne Resor (1886-1964)
After loosing her father, she learn many things from her mother and her mother said: "You’re not going to get caught the way I was. You’re going to learn how to work."
Helen more success after she join in JWT(J.Walter Thompson) company which is she advertise many things. Woodbury's Facial Soap, Lux, Pond's Cold Cream and Vanishing Cream, Cutex Nail Polish, Aunt Jemima, Carter's Underwear etc.
Helen is a Brilliant-talented-hardworker in that time. She apply many idea that no one never thinking about that. Like give sample, testimonial from celebrity, focus on women, and use sex appeal to make people interested. She refused interviews from many magazines. She is low profile even she succes in her job.
at 31, Helen married with Stanley Resor. after married, they stil hardworkers, talk about work even at home! Helen become a inspiration source for all women in this time.
Name : Nesia Caroline
Class: CD-0683
ID : 068058
Chang Sook Han
068069
CD068-3
COMMUNICATION SKILLS (Copywriting)
Helen Lansdowne Resor is a women with many idea. She uses “A Skin You Love To Touch” as headline to grab attention, she let people profoundly convinced of the product with unique way. Helen Resor sold luxury, romance and sex appeal. Her concept was use by many companies. Unlike the advertising nowadays, the sex appeal issue is overmuch, gave the customers wrong idea or negative thoughts, and focus is on the model and not the product. Helen Resor notices that women are the best purchaser, because men go to war and leave women there. She studies women buying habits and focused on them. The use of coupon is a new try, she know the greedy and curiosity of human. Helen Resor is a successful women that is creative and has business sense. We can notice that the advertising nowadays not all can have a good effect like what she did.
Based on the year above 1886, the power of women is lower tha men.That time a woman whose name was Helen Lansdowne Resor was born.She changed the whole world of women's do what they like to do without any discrimination. That is why she makes the way to support women to do what they want to do. iIn my opinion, she is great in selling jer product, for example she uses advertisment to describe hers product by using any tecnique to make her customer buy her product.Once of the reasons to make Helen Lansdowne more great and interes ting is became she is hardworking in thinking how to make a good result in hersproduct. She always changes the bad ideas to make the advertising more intersting.Sometimes she use some special words to makes her product more iteresting.She also give the sample to his customer try usig it.
From,
Ng Ching Yee
068072
Cd068-3
I like Helen Lansdowne Resor advertisement because it was very easy to understand. She is using the sex appeal and the art of celebrity testimonial to create an ad. Most of her AD was focus on women and she is also the first women successful in writting planning national advertisment.
Beside that, she also studies their buying habits and what worked for them.
I like she used the "Art of celebrity testimonial" to create an advertisment because nowaday they are lot of designer like to use celebrity person to make their advertisment more famous. Celebrity person such as Michelle Yeoh, she had been appear in the PUMA adcertisment.
I believe that most of the people their 1st look to an advertisment was see which famous they are using in their product, if they saw Michelle Yeoh, the famous actress, most of the buyer will remember the advertisment that she appear on it.Then this can help the product to become more famous and know by many people.
from,
een..
0701024..
CD071-3
I think her sex appeal to the use of advertising in previous years, is very pretty, very healthy concepts. But modern form of advertising than a year. It is already not as Helen Lansdowne Resor kind of a simple concept of advertising. Sexy beauty, sexy posturing, almost publisher of the model. Besides that, Helen Lansdowne Resor's most outstanding point is her copywriting. Her other two advertisements feature is that it is very clearly stated products, so readers can directly in the article to know all the products and coupons. This means we can now advertisements can be seen everywhere.
from
LEONG KA HING
CD0713
0701008
Helen Resor is a very great women. She is one the famous female copywriter in history. I think her sex appeal really change the century. She is the first who open the market of women. I appreciate that her braveness and motivation to help the women standing up.
She uses back the symptoms and power of women to help in advertising. She use sex appeal to sell the product. The romantic science is use in advertising to catch consumer attention. The harmony and soft painting is put in advertising that can catch women attention in advertising.
Celebrity testimonial is used by her too to convince her consumer. The testimonial make the consumer believe in their product. Her style to advertise a product like news also helps the product look believable.
She show herself can do the thing better than man and she also help others women have the chance to show off themselves.
Wai Kam Fatt
0701103
CD071-3
Helen Lansdowne Resor was the 1st woman who stands out for women's right in advertising. She inspires lots of women.
The things I like about her are she's brave enough to use the concept "sex appeal". Some people may think it will lose the women's dignity but in the feminine point of view, it changes lots of women’s mind to show their pride.
She was the 1st to use celebrity testimonial in her advertisement. She was so brilliant that she didn’t spend a single cent on the celebrities but a promising that society would know them more.
That advertisement grabs lots of women's heart to use that product by promising women's will look fabulous like those celebrities if they use that product.
For my opinion, Helen Lansdowne Resor has brilliant thoughts and people will never forget her ideas especially "sex appeal".
Tan Han Wee (Henry)
CD071-3
0701087
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