“Rosie the Riveter” and Clorox?

This ad is interesting because it makes use of a U.S. cultural icon, as well as a feminist icon.  This icon is “Rosie the Riveter,” who represented women who worked in the factories during World War II.  It is empowering to women and applies to the feminist movement, because during this time period, many women were housewives.  When these women went to work in the factories, they were assuming typically male jobs, and ended up replacing many of the male employees in the military.  This ad tries to combine this icon which is supposed to be empowering to females, with the old fashioned housewife/house cleaner role for women.  Instead of taking the “We Can Do It” slogan to mean “we can go out and get jobs and be successful like men”, it takes the slogan and turns it into “we can be successful at our jobs as housewives by using Clorox and cleaning better.”

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