The Forgotten History of the Women Who Shaped Modern Advertising

One major success of the Women’s Editorial Department was their digression from the typical advertising copy of the period—text that merely described what a product did without much embellishment. For example, an ad for Pond’s Vanishing Cream might explain its use (“Promotes firmness of skin texture”) alongside a drawing of the bottle. Resor’s team took a more psychological approach. They connected the products in consumers’ minds with “a special kind of feminine allure, a hint of romance, social status, ideal beauty, or all of the above,” writes Denise H. Sutton, author of Globalizing Ideal Beauty, which traces the history and influence of the Women’s Editorial Department. It’s the same approach used today by car ads that feature attractive women.

See Ciara Lavelle’s full article at BitchMedia.