 J. Walter Thompson’s International AdvertisementsDenise H. Sutton Chapter 6 in Globalizing Ideal Beauty, 2009, pp 149-169 from Palgrave Macmillan Abstract: Abstract What are those basic qualities of femininity and the universal desire for beauty of which Peniche speaks? To answer that question, one just has to look at and read the many successful ad campaigns created by Helen Lansdowne and her team of copywriters. Whether women accept those qualities of femininity or not, women do know what those qualities are. “Feminine qualities” are, after all, just another way to describe ideal beauty, the “common denominator” in “advertising and sales.” The advertising strategies developed by Lansdowne and her team, such as the “modern” testimonial ad, and its appeal to class mobility, fashion, and taste, were also used to reach international markets. These strategies were based on a “universal appeal to beauty” that had already saturated U.S. media. The universal appeal in the United States perpetuated a denial of differences among consumers and a focus on middle-class, white women. J. Walter Thompson’s (JWT) approach was that all women are fundamentally the same in their desire for beauty, and this concept spread to their international advertising campaigns. Keywords: Advertising Campaign; Fair Skin; Ideal Beauty; International Office; Saturday Evening (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-10043-5_7 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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