TOW #21: Visual - "We Can Do It!" by J.Howard Miller

wikipedia.org

The iconic poster known as "We Can Do It!" or "Rosie the Riveter" has been utilized in the 1940s during World War II, the 1980s during the feminist movement, and recently to celebrate the accomplishments of women throughout history. Flexing her muscles, the woman in the picture is tough and strong, a combination that was unusual in the 1940s when this poster was made. Yet, through its depiction of a resilient woman and its usage of four simple words "We Can Do It!" the poster accomplishes its purpose: rallying the war spirit while motivating women to join the work force. However, this poster's power does not simply stop after World War II; even today, the poster illustrates the power women have, leading to a battle for gender equality along with motivating and encouraging women of today.

The depiction of a strong woman is one that differs from the idea that women are inferior and weaker than men; thus, this shocking, drastically different portrayal of a woman encouraged women to take a more active role in society. During World War II, many women joined the work force and took the jobs of the men who were at war. With an increase in employed women, the poster shows that women loved the depiction of an independent, tough woman. In addition, the color scheme of the depiction is red, white, and blue, reflecting a patriotic attitude that the woman should have: they are doing work and labor for the good of their country. Lastly, the facial expression and the hairstyle of the woman shows that the woman depicted in the poster does not agree with the idea that women are weak. The bandana shows a hairstyle that, rather than being meant for aesthetic reasons, is practical and suits the job. The facial expression of the woman is determined, guiding women viewers to imagine themselves as the female shown in the poster.

Four simple words have become famous for its concision and effectiveness. "We Can Do It!" is seen being spoken by the woman in the poster. This mentality of perseverance and determination is both brave and admirable for all viewers. As women were beginning to play a more active role in the war effort, the phrase seen on the poster became iconic for its positive tone and the use of first person. With "we", all women are included; this, in turn, creates a sense of unity that reminds women of the strength in number. The famous phrase's effectiveness is seen in the long lasting use of these four words along with the short sentence being the name of the well-known poster.

The physical depiction of the woman along with the concise statement of "We Can Do It!" creates a sense of unity and a calling for those who desire to make a difference in the war effort, women specifically. As the main objective of this advertisement was to attract potential female workers to work in a specific factory or company, the accomplishments of this poster exceeds that. This poster has become a famed use of propaganda and advertisement that pertains not only to the era of the 1940s, but also to today. The poster does not simply show a working woman, but effectively displays the true power and strength a woman has.