Running Head: HELEN LANSDOWNE RESOR: ADVERTISING GURU 1

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1 Running Head: HELEN LANSDOWNE RESOR: ADVERTISING GURU 1 Helen Lansdowne Resor: Advertising Guru and Woman Pioneer Rebecca L. Coleman Comm 392: Copywriting and Ad Design for Traditional Media King s College

2 HELEN LANSDOWNE RESOR: ADVERTISING GURU 2 Abstract Helen Lansdowne Resor is an advertising great that worked for J. Walter Thompson. She is most known for created ads that directly targeted women. Her campaign for Woodbury s Soap is the most famous campaign she created because it was the first to use sex appeal. Her successful ads made JWT become successful and increased profits. More women were hired because of Helen and women were given a greater voice in the industry. Her husband, Stanley Resor, was JWT s President and a very large part of her life. They both worked hard to make J. Walter Thompson an honorable company that fulfilled its client s needs. JWT is still a major agency in marketing and communications because of Helen s influence. They are known for paving the way for women and being global. This was made possible by Helen Resor who was the first woman in a board room meeting at Proctor & Gamble and the success of her creative ideas allowed them to go worldwide. Keywords: Helen Lansdowne Resor, J. Walter Thompson, Advertising, Stanley Resor

3 HELEN LANSDOWNE RESOR: ADVERTISING GURU 3 Helen Lansdowne Resor: Advertising Guru and Woman Pioneer Introduction Helen Lansdowne Resor paved the way for women in the advertising industry. She was influential in increasing the amount of advertising for products intended for women. Helen had a significant role in introducing sex appeal in the promotion of merchandise. Her power in the advertising agency led to more women being employed in the field. She and her husband, Stanley Resor, changed advertising for decades to come. Helen s hard work at J. Walter Thompson Advertising Agency has stood the test of time and gave women power as consumers. She had a lasting impression on the offices of JWT, both physically and emotionally. As a woman, Lansdowne Resor was not afraid to be powerful and show femininity in advertising. She made her mark on the advertising industry starting with the campaign for Woodbury s Soap. Most Prominent Campaign and Its Impact Helen s most famous campaign was for Woodbury s Soap with the slogan, A Skin You Love to Touch and more risqué imagery for the time (See Appendix for the advertisement). Over 8 years the sales of the soap grew 1000 percent thanks to the catchy slogan and the more intimate image of a man and woman (Scanlon, 1998, p. 590). This promotion is noted to be the, first ad to use sex appeal in an advertisement, (Members, 2010). Helen has been referred to as one of the best copywriters of her time by David Ogilvy (Kanner, 2003). This campaign was an important insight into American life during this time in history because soap was one of the major advertised products. Between 1910 and 1920 the advertising industry had a major shift in how they reached their audiences. Agencies started using, first impression, romance, and emulation formulas and

4 HELEN LANSDOWNE RESOR: ADVERTISING GURU 4 certain archetypal stereotypes, to captivate audiences (Sivulka, 2001, p.295). In the Woodbury s soap campaign Helen and her employees used the romance formula and appealing to sex. The ads hinted at what the product could do to add excitement to their lives with romance. It was not only JWT who did this but most advertising agencies at this time (Sivulka, 2001, p ). Advertising soap became popular because it drew legitimacy from dominant cultural myths, beliefs, and values in America, (Sivulka, 2001, p. 296). This was because during the 1920 s many immigrants were seen as dirty and having good hygiene was seen as being higher in status. Many ads wanted to appeal to self-confidence in women. The images and copywriting of the ads put emphasis on the significance of appearance and satisfying others. Advertisers, including Resor, made caring about personal hygiene appear effortless and gratifying (Sivulka, 2001, p ). The most famous campaign Helen was part of was just one of many advertisements that were specifically aimed towards women. Increasing Women s Buying Power Helen saw women as having buying power and increased the number of ads to cater to their needs. Some of the products that she created ads for were Crisco and other food products, cleaning items, clothing and beauty merchandise (Scanlon, 1998, p. 590). Helen once said that, the success of the J. Walter Thompson Company had been in large measure due to the fact that we have concentrated and specialized upon products sold to women, (Pendergrast, 1999, p. 139). Resor was absolutely correct because more women were buying items. Women wanted a voice and power in the products they needed. They did not want to be tied to certain roles like motherhood. JWT s advertisements helped, the consumer culture (present) a unified and

5 HELEN LANSDOWNE RESOR: ADVERTISING GURU 5 powerful vision of satisfaction not through social change but through consumption, (Scanlon, 1995, p. 230). She shaped this view throughout the entire agency. According to Scanlon, the J. Walter Thompson agency really wanted to get into the mindset of the average female consumer of the time. Since Helen worked for this company, she played a huge role in satisfying this need for information. The agency Helen was a part of, wanted to find out why women were dissatisfied with their domestic responsibilities and family life. They would then take that information and create advertisements that catered to women s desires. The JWT agency teamed up with the Ladies Home Journal to reach the mass of women they wanted to target. The magazine wanted to give women happiness through material items (Scanlon, 1995, p ). This was the start to having a more modern woman. Adding Sex Appeal in Advertisements The Woodbury s Soap advertisements caused debate because some saw them as depicting women as sex objects. However, Helen wanted to not portray women as, asexual wives and mothers, as they had previously and she saw, the recognition of women s sexuality as a step forward in the advertising world, (Scanlon, 1998, p ). Resor saw a more modern side to women. She and her female employees, made their living by appealing to the sexism of the era, convincing women that their social status and marriage depended on using the correct brand of coffee, facial cream, or cooking oil, (Pendergrast, 1999, p. 139). Along with the sex appeal message in the ads came another implication from the advertisements. This was the notion that women had spending power and men would most likely not change how they consumed goods (Scanlon, 1995, p. 230). The sex appeal generated from the increase in number of female employees that Helen hired.

6 HELEN LANSDOWNE RESOR: ADVERTISING GURU 6 Shaping the Advertising Industry More women gained employment because of Helen Lansdowne Resor. She hired more women writers which helped future generations of women to have an easier time being employed in advertising. During the New York suffragist movement, Helen was an activist to gain women the right to vote. She and her female staff members marched in the parade following President Wilson declared women had the power to vote (Members, 2010). In the advertising industry she increased female employment and involvement. For the Crisco campaign, Helen was invited to a Proctor & Gamble board meeting. This took place in 1911 and she was the first woman in attendance at a board meeting for the company. Another copywriter at J. Walter Thompson, James Webb Young, said that Helen had the real talent for advertising and Stanley was not as much of a natural in the industry. Some other women she hired were Aminta Casseres, Ruth Waldo, and Augusta Nicoll, who were all copywriters at JWT (Pendergrast, 1999, p. 139). She had created these jobs and paved the way for women in the advertising line of work, where women had not had a place before (Scanlon, 1998, p. 591). According to Sutton, JWT was recognized during the 1920 s as the, women s agency, because, it had gained the reputation of being the company in which bright, young women would have a chance to succeed, (2009, p. 2). Helen created the Women s Editorial Department at JWT. This part of the company was started by women and for women and on the proposal that women knew what other women wanted. Some of the products this department created ads for were Crisco, Woodbury s, and Pond s Cold Cream and Vanishing Cream. Helen and the other women attracted women to the ads and products through women s sexuality, class

7 HELEN LANSDOWNE RESOR: ADVERTISING GURU 7 adjustability and feminine attractiveness. Profits that were produced from these campaigns and many others, confirmed the business power of J. Walter Thompson Agency. During this same decade, JWT increased its size and went international (Sutton, 2009, p. 3). This new modern woman idea is what made Resor successful. The achievements of JWT and Resor were because they led to the creation of a modern woman. This woman, traveled, smoked cigarettes, drove a car, and played sports, however this may have only been in advertisements and not in real life (Sutton, 2009, p. 5). The new image did widen what was acceptable for a woman to act like. This modern woman also had an ideal image to live up to. Resor and JWT had a big part in reaching American women and showing them how they should look (Sutton, 2009, p. 5-6). Helen was one of these modern women and was married to a very successful man, Stanley. Stanley Resor A huge part of Helen s life was her husband and business partner, Stanley Resor. They were married in 1917 (Pendergrast, 1999, p. 139). He also worked at J. Walter Thompson and was the company s President from 1916 to 1955 (Wood, 1961, p. 71). Stanley believed in the marketing philosophy that, given enough facts about people, and the right facts, you know how they will act, (Wood, 1961, p. 72). Both Helen and Stanley made an effort to make advertising a science. They wanted to do this so their company would perform exceptionally for their clients. They believed morality and honesty were important in success (Sutton, 2009, p.6). Even though he was head of the company, Helen still had major influences on what the company did.

8 HELEN LANSDOWNE RESOR: ADVERTISING GURU 8 He was very involved in the J. Walter Thompson Company and during the 1930 s he set up a Consumer Panel in order to find out more about clients. Helen s husband believed that advertising produces the latest ideas, conveniences and satisfies the desires of consumers. Another belief Stanley had was that the most successful campaigns and ideas were those that were the product of many different people. It was not just one person working on the project and the project was best when the creators were unspecified. The couple both believed in the importance of ethical values and dignity in an advertising agency. The Thompson agency had around 6,500 employees when Stanley was in charge and he credits them with his success (Wood, 1961, p. 73). The couple also knew the importance of giving back. Community Involvement Not only was Lansdowne Resor influential in advertising, she also was involved in giving back to the community. During the Great Depression Helen became the President of the Traveler s Aid Society. This organization gave homeless women a sanctuary during the uncertainty of the depression. She also donated and gave assistance to Planned Parenthood, Museum of Modern Art and Radcliffe College (Members, 2010). The success of JWT allowed her to be so charitable. Modern JWT J. Walter Thompson agency is one of the largest advertising companies. According to Fox, from 1920 to 1975 JWT was the largest agency. Some of accounts JWT held were Kraft Foods, Eastman Kodak, Ford Cars and Scott Paper. After the Resor s were no longer involved in the agency, a huge transformation of the company occurred. In 1986 Wire & Plastic Products

9 HELEN LANSDOWNE RESOR: ADVERTISING GURU 9 bought JWT for $566 million (Fox, 1997, p. xvi). The company changed greatly without the voice of Helen and Stanley. J. Walter Thompson is now simply referred to as JWT. Globally, JWT is the fourth biggest advertising and communications association. The company has around 1,200 clients they attend to and almost 10,000 people in their workforce. More than 90 countries have a JWT office (JWT Company Profile, 2010). The company website says that since 1864 JWT s modernization has guided it, to invent copy and layouts, pioneer ad careers for women, produce the first sponsored TV program, develop account planning and forge the first international network, (JWT Company Profile, 2010). JWT still reaches many consumers, just as it had done when Helen Lansdowne Resor was creating advertisements. The agency has a much different consumer in 2010 than it did in the early 20 th century. Today s consumers use much more technology and are use to sexual overtones in ads. This only challenges and empowers JWT to come up with the next big idea in advertising so the target market can be reached (JWT Company Profile, 2010). Conclusion Helen Lansdowne Resor changed the way advertising operated with her creative ideas. Her Woodbury s Facial Soap advertisements created success for her employer, J. Walter Thompson. The imagery and slogan used sex appeal, something that had not been done before. Lansdowne Resor used her power to reach women and create ads for products she knew women wanted to buy. The success of campaigns made JWT a huge success as well. Her husband Stanley Resor was the President of JWT and was a major part of the success of Helen and the company. They both wanted JWT to be an ethical and prestigious operation. Helen gave back to

10 HELEN LANSDOWNE RESOR: ADVERTISING GURU 10 the community and was involved in increasing women s rights. The modern JWT Company has kept with times and is very different from when Helen worked there. Helen s influences have stood the test of time, especially with how women are seen in the advertising industry.

11 HELEN LANSDOWNE RESOR: ADVERTISING GURU 11 References Fox, S. (1997). The Mirror Makers: A History of American Advertising and its Creators. Chicago, Illinois: University of Illinois Press. Kanner, B. (2003). Ad workplace change, via one woman s eyes. Advertising Age. Retrieved from Pendergrast, M. (1999). Uncommon Grounds: The History of Coffee and How It Transformed the World. New York, New York: Basic Books. Scanlon, J. (1995). Inarticulate Longings: The Ladies Home Journal, Gender, and the Promises of Consumer Culture. New York, New York: Routledge. Scanlon, J. (1998). Resor, Helen Lansdowne. History of the Mass Media in the United States: An Encyclopedia, Retrieved from Communication & Mass Media Complete database. Sivulka, J. (2001). Stronger Than Dirt: A cultural History of Advertising Personal Hygiene in America, 1875 to Amherst, New York: Humanity. Sutton, D. (2009). Globalizing Ideal Beauty: How Female Copywriters of the J. Walter Thompson Advertising Agency Redefined Beauty for the Twentieth Century. New York, New York: Palgrave Macmillan. Underwood, C. (Artist), Woodbury s Facial Soap. [Advertisement], USA. Retrieved from ap+-1915a.jpg.html. Wood, J. (1961). A Pioneer in Marketing. Journal of Marketing, 25(6), Retrieved from Communication & Mass Media Complete database. (2010). JWT Company Profile. WPP. Retrieved from (2010). Members. Advertising Hall of Fame. Retrieved from

12 HELEN LANSDOWNE RESOR: ADVERTISING GURU 12 Appendix (Underwood, 1915)