This photo advertisement from World War II is a PRIME example of what the stereotypical ad from that time period looked like. During this period, many wives, mothers, girlfriends, sisters, grandmothers and daughters were left at home in the states while their men went off to fight around the world in countries like Europe, Africa and Asia. Many men had to leave their jobs, their home lives and responsibilities behind. As a result, the government and corporations both started recruiting women to fulfill these positions while men were gone. Women did everything from factory work to starting a women's baseball league. There are various aspects of this advertisement especially worth noting. The first is the first line of the quote, "Longing won't bring him back sooner.." which suggests that American women were miserable during this time without their men, lonely, longing and essentially helpless. Then, the next line states that in order to quell this feeling, they should "GET A WAR JOB!" This line promotes the idea that women would not only be helping themselves and their families in getting a war job, but also their country. Having a war job suggested national pride and patriotism as well as support for the war taking place halfway around the world. The last and most striking note about the ad is the woman herself. She is beautiful and well put together, presenting an image of the clean-cut American woman. Clutching papers to her chest, probably telegrams from her man, she is looking far off into the distance as if she were completely depressed. The image exudes sadness but provides a solution for that sadness.
This war advertisement and many others from that period cannot be considered "bad" I don't think. In fact, they were compelling and encouraged women to fulfill many empty positions. Women contributed enormously to the war effort. However, I do think that the ad is "sketchy" in the way it is playing on the rampant emotions of females everywhere and that it is dipping a little lower than the standards for acceptable advertisements.
Then again, it was the 1940's.
I find it amazing how, like your statement said, the ad makes it seem as if the women are helpless and alone while their men are away at war. It is interesting how much war propaganda has changed from the 1940s to now. Currently, a lot of war propaganda still exists encouraging women to join the workforce, but mostly to join the armed forces with incentives such as paying off college.
ReplyDeleteYou think that's sexist? Check these out:
ReplyDeletehttp://www.dailymail.co.uk/femail/article-496827/The-outrageously-politically-incorrect-adverts-time-equality-forgot.html
I definitely think there is a lack of sympathy for the women that they are targeting. To me this poster is just saying "get over it" and that doesnt erge me to go out and get a war job.
ReplyDeletecandism:
ReplyDeleteWell, maybe you would think that by first glancing at the advertisement. But the reality of the ad is that it and many others just like it single-handedly caused a significant spike in women's employment during this period. Basic, simple facts.