Title

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

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Apr 20th, 10:00 AM Apr 20th, 11:30 AM

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.