TOW #19 - Visual Analysis of "We Can Do It" War Poster

"We Can Do It"

     For this week's TOW, I chose to do a rhetorical analysis of the iconic "We Can Do It" war poster. More commonly referred to as the Rosie the Riveter poster, it was designed by J. Howard Miller in 1942. He was a freelance artist from Pittsburgh who was commissioned to draw up a poster that would portray American patriotism, regardless of gender, to garner everyone's war effort. When this poster was made, the United States were in midst of World War II. As the males left to fight on the forefront, women were left behind and job positions opened up. Posters such as this one called for women to take these jobs upon themselves and prove themselves equal as men. Through the artist's use of color and portrayals of strength, he is able to effectively sell the idea of America as the home of the free and equal by conveying to his audience that women are just as necessary to the war effort during this time. 

     The color scheme of this poster is very iconic and practically blares out American patriotism: blue, white, and red. As America was fighting a war during this time period, any and all public support was necessary. A movement of sorts began to bring in women into the workforce to help the nation. The bright blue shirt, red and white headband are very patriotic articles of clothing. It appeals to the audience of primary women and make the workforce and war effort an appealing thing. Despite fashion of this time consisting primarily of dresses and/or skirts, Rosie is seen wearing a blue-collared shirt; a motif of the working class. Hankerchiefs were not something that women used as sweatbands, but Rosie proved that women do not have to be held down by fashion standards either. Ads such as Rosie the Riveter were very successful in appealing to women and encouraging them to step out of the norm.  

     Physical attributes of Rosie are also key in portraying an uncommon perspective of the potential of women. Her iconic pose of flexing her arm shows the audience her muscles, which aren't overly muscular, but enough to show strength. Her facial expression is also stern and bit aggressive, showing conviction and power. Both her facial expression and her curling of her arm were out of expectations of women as dainty beings. Instead, it challenged societal expectations and showed that there are other alternatives for women. Put all together, Rosie appears to be a very hard-working woman. It conveys to the audience that women are strong enough and capable enough of men's jobs. 

     Artist J. Howard Miller did a brilliant job in illustrating a women of the workforce, especially given the time period. Rosie the Riveter would soon become an iconic image for women's rights, challenging societal norms from various different angles. It is through advertisements such as these that women were encouraged to join the workforce, and America was able to expand upon their ideology of equality and gain support for the war.