Rosie the Riveter was a very powerful advertisement during World War II. Her portrayal had a very strong impact on women during the war and that is due to many aspects of the image. Her image remains very recognizable even today over seventy years later. Her call to action was very influential in getting woman to step up during time of war. 

The first thing that stands of when looking upon the image, the first thing drawing one’s attention is the words that read, “We Can Do It!” which can be connected to the stereotypical gender roles. During time of war when the majority of men were heading overseas in the military had to leave their jobs in the United States. Under traditional gender roles, men would make the money at their full-time job while the women would take care of the house and kids. This statement is challenging that notion claiming that the women can, in fact, fill in for the men while they join the military and protect the country. Lack of workers was a problem and this is calling for women to step in and encourage them to join the work force. It is in big white letters and takes up a quarter of the page, it is mean to draw attention to get the message across. 

Next thing you notice is her face and hair. Rosie’s hair is tied up close to her head. A more feminine look would be wearing her hair down and having long hair. That look is more commonly associated with being feminine as opposed to shorter hair. Short hair is considered a more manly, masculine look. This portrayal runs parallel with the saying as she is calling to take hold of men’s job, so she creates a more manly look to herself. The artist is trying to show that women are capable of a man’s work by portraying them as more manly in some ways. 

Then when the focus is turned toward the face of Rosie, she clearly still demonstrates woman like qualities and characteristics. Despite these more manly portrayals, Rosie is still wearing makeup and lipstick. Makeup and lipstick are clearly feminine products which she wears to remind those receiving the message of her womanhood. She is drawn as strong and has a powerful look on her face, yet wanted to be seen as pretty and womanly and her makeup helps this point. She is not smiling nor has a happy look on her face, it is one of seriousness and determination. The artist wants to inspire women and motivate them by creating her with a stern and tough look. The quote at the top of the image strongly supports her image as they work together to make a point.

Next, the viewer can see her flexing her bicep which once again supports her more masculine and tough image. Her flexed bicep is drawn to show her strength and power. Rosie the Riveter is shown in the media to resemble a woman that challenges traditional gender roles and rises to the occasion during the 40s. The men were leaving and women were needed to step out of their comfort zones to fill their roles and supply for their families and keep the economy and business alive. Her arm flex doesn’t show weakness or softness but strength and capability and determination to get the job done as urged by the quote at the top. 

Next, the clothes Rosie is wearing depict the colors red, white, and blue, obviously the colors of the United States. This is a very patriotic message during wartime when patriotism is at an all time high. The people of the United States support their country greatly during time of war and her colors are representative of that. The red, white, and blue show that this is for America and women that do receive the call to action are doing what they’re doing for the better of the country. The patriotic colors support the troops as well as the country itself. It sends a strong supporting message while not being overly obvious. The yellow back drop behind Rosie creates a highlight for her and makes her almost pop off the page. 

Rosie the riveter was drawn up to display a very clear and concise message. She was meant to make a statement to the American people about women joining the work force and furthering the war effort. Women involvement during the 1940s when this image was released was crucial towards maintaining the United States economy due to the mass amounts of soldiers that the military required during World War II. There are many aspects of this image that support that notion. The most obvious being the big quote at the top reading “We can do it!” which is a clear call to action for women to join the effort. It catches the eye at first glance and makes a stern first impression. Next the viewer is drawn to the woman’s face and hair. Her hair tied up short resembles that of a more masculine look yet she wears ere make up and lipstick. She portrays a less feminine look, while also wearing products designed just for women. This parallels the theme of women stepping into male roles. Rosie is trying to show that she is capable of doing a male role, while also looking the part of a woman and showing off her femininity. She is calling for women to join her, claiming that “we” can do it referring to females as a whole. She is claiming that she is one of them and that she is a woman too, almost saying that if she can do it, they all can. By placing herself as one of the rest of the women, it creates almost a friendly nature and she is talking as if she is their friend. The image is trying to make women feel comfortable stepping in to those roles by making the women on the image speak like a friend or companion. Last, she is a symbol for patriotism and spirit in the country. The spirit was high during a time of war and people were contributing to the cause in any way possible. Rosie captures that spirit with the colors of her clothing attire and serious look. She is portrayed to enlighten that mood and get the American people enthusiastic about joining the cause. Rosie is depicted to spark a feeling of pride in the people and that’s exactly what is taken from the image. 
