Helen Lansdowne Resor

Resor is credited as the first woman in American history to design and implement national advertising campaigns (source).

After working at a local manufacturer in her hometown of Covington, Kentucky, Lansdowne Resor gained her first advertising experience as a bill auditor for Procter & Collier in the nearby hub of Cincinnati, Ohio.

In 1908, Lansdowne Resor became the first female copywriter at J. Walter Thompson Co. Only three years later, she was promoted and moved to the agency's New York office, where she helped create the first campaign for Crisco vegetable shortening.

Her dedication to truthfully presenting the feminine experience is realized in her belief that "copy must be believable," which thus encouraged her to foster the inclusion of more women into the advertising field.

[3] During the Great Depression, as president of the Traveler's Aid Society, she helped provide shelter to homeless women and their families.

In addition to its utilization of sex appeal, the advertisement is also a prime example of Lansdowne Resor's innovative "feature story" writing style, in which advertisement copy came to closely resemble the editorial copy of the magazines in which the ads were placed, taking advantage of visual and textual appeals which related to the audience's emotions.