"We Can Do It!" is an American wartime propaganda poster created in 1943 by J. Howard Miller. It was made for Westinghouse Electric to be inspirational and boost the worker morale. It is believed that the poster was based on a black and white wire service photograph of a factory worker Geraldine Hoff.
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| Geraldine Hoff |
The poster was seen very little during World War II, but was rediscovered in the 1980s. It was then recreated in many forms, usually still called "We Can Do It" but was also called "Rosie the Riveter" after the iconic figure of a strong female war worker. The poster was used in the 80s to promote feminism and other political issues. In 1999, the poster design was turned into a US first-class stamp. In 2010, the poster was redesigned to celebrate the first woman becoming the prime minister of Australia. Pink, an American singer, included herself dressed up as "Rosie the Riveter" in her music video for "Raise Your Glass", which is a song about the "celebration for people who feel left out from the popular crowd" - Suggesting to being strong.
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It’s A Tradition With Us, Mister!
J. Howard Miller |
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| Pink - Raise Your Glass |
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| Veronica Lake |
The poster uses primary colours making it extremely eye catching and bright - could help lighten the workers mood. The figure in the design has feminine features but comes across rather butch, suggesting masculinity and strength. But the feminine features includes a full face of make up that is glamorously done - heavily darkened eyes, blushed cheeks, neatly plucked arched eyebrows, and pouted lips. Women from the 1940s idolised the glamorous celebrities such as Gene Tierney and Veronica Lake.
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| Gene Tierney |
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Norma Jean Baker AKA
Marilyn Monroe |
Marilyn Monroe was discovered by a photographer whilst working in a factory during the war, where she mainly sprayed aeroplane parts with fire retardant and inspected parachutes.
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