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Fort Lipstick And The Making Of June Cleaver: Gender Roles In American Propaganda And Advertising, 1941-1961, Samantha L. Vandermeade

Madison Historical Review

This article discusses the ways in which government propaganda and corporate advertising during the 1940s and 1950s made a concerted effort to mitigate the increased sexual, economic, and social freedoms of women engendered by the circumstances of the war years. While Rosie the Riveter and others like her became the picture Americans often associate with women in World War II, advertising firms and the government deliberately created Rosie and her fellows to reinforce female participation in the war effort only through their pre-ascribed dichotomous roles as either socially tamed sexual objects or mothers. Then, as the war drew to a …