We can do it!: advertising and the woman's role in the World War II in the United States

• Grant number: 17/25533-2
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: April 01, 2018
• End date: December 31, 2018
• Field of knowledge: Humanities - History - History of America
• Principal Investigator: Marcos Sorrilha Pinheiro
• Grantee: Giovanna Marchió Capeli
• Host Institution: Faculdade de Ciências Humanas e Sociais (FCHS). Universidade Estadual Paulista (UNESP). Campus de Franca. Franca , SP, Brazil

Abstract

This research has as study source the war posters that circulated in the United States of America during the years of World War II, specifically between 1942 and 1945. Commissioned for illustrators by official US Government agencies and aimed at the female audience, they show the state's appeal to female labor market participation due to the shortage of workers in industries and farms. These posters were strong allies of the government in the dissemination of these ideas and generally appealed to the patriotic duty of women in the midst of war and emphasized femininity and beauty, despite inviting them to work in men's roles. Thus, beyond the context of the time, we intend to study the representation, through the theorist Roger Chartier, of this new model of American woman who tried to build during World War II. (AU)