CRM 1160: Lecture #4 Jan 31 2012
Case Study: Rosie the Riveter
the only pool of people they could use for labour were women in the American society in the 1940s after
American government had a double task they had to convince women that it was okay to leave home and
work, and second that they would replace the jobs men, untraditional jobs.
This character was created by advertisers and the American government to introduce the idea that women
could do masculine jobs.
WWII Government decided to mobilize the movement of omen in the previously maledominated job
Creation of the fictional character: Rosie the Riveter government:
the power of the govt to influence the economy was limited
govt resisted the idea of propaganda
propaganda films were disguised as factual films, giving info and facts
they started creating poseters: the strongest image in the picture is the larger man beside her, this portrays that there isn’t equality.
the idea of being patriotic to your country
because of her look strong, confident
in nov 1941, the War advertising council was formed with the guidance of the Office of War Information
advertising was the best way to sell products or win good