Helen Lansdowne Resor
List all Project Mentors & Advisor(s)
Dr. Melony Shemberger
Presentation Format
Poster Presentation
Abstract/Description
Helen Landsdowne Resor is known as being the first female copywriter. She contributed to the advertising world in a way that women simply didn’t at that time. She was the first woman to successfully plan and write national advertising, rather than just retail ads. In particular, she is credited with creating a new style of "feature story" advertising that used illustrations and text that appealed to readers' emotions. Perhaps her greatest contribution to copywriting, however, was her idea that "copy must be believable.” She was also able to tie in her feminism beliefs into her creative work. She took an ad for facial soap and sexualized the copy with the phrase, “A skin you love to touch.” In addition to her creative work, Resor mentored young women wanting to advance in advertising and set up a woman editorial department in the ad agency where she worked.
Location
Small Ballroom, Curris Center
Start Date
April 2016
End Date
April 2016
Helen Lansdowne Resor
Small Ballroom, Curris Center
Helen Landsdowne Resor is known as being the first female copywriter. She contributed to the advertising world in a way that women simply didn’t at that time. She was the first woman to successfully plan and write national advertising, rather than just retail ads. In particular, she is credited with creating a new style of "feature story" advertising that used illustrations and text that appealed to readers' emotions. Perhaps her greatest contribution to copywriting, however, was her idea that "copy must be believable.” She was also able to tie in her feminism beliefs into her creative work. She took an ad for facial soap and sexualized the copy with the phrase, “A skin you love to touch.” In addition to her creative work, Resor mentored young women wanting to advance in advertising and set up a woman editorial department in the ad agency where she worked.