WE CAN DO IT!

Feminism is not an alternate definition of sexism. One who simply assume that feminists hope for a change of patriarchal order, might have just composed a false conclusion to this ideal movement. Those who have worries over this belief are evidently sexists. The issue is whether they are aware or not of how they perceive the gender ranks. This group might have also been men who are afraid of switching seats with the reverse gender. Having to lose the social power that have been kept over the years of human existence might not be the kind of evolution they wish for the world. More importantly, they are more afraid of uniformity. The idea of abolishing gender roles to stand equally tall seems a little thrilling to be true for them.

            Over the years, feminists move forward to retain the true definition of this movement. Hundreds of medium has been put forward and applied to further preach the idea. One of many ways is through advertisements. Feminism is commercialized in creative ways, for instance in the early days of feminism, the “We Can Do It” poster was produced specifically for national campaign in the United States by Westinghouse. The poster was created on the time when American was still in the midst of World War II. The poster was produced for a very specific and important matter during that time which need to get touted. Since they are facing the war, males were absent from job and went overseas fighting the good war. Their absence made the job that usually done by men should be done by women at that time. Thus, this poster was then created as a side-support for women to work. Their aim in making this advertisement was at encouraging those women who never held any job before to work, and join this field.

A very attractive picture was included in the poster, a picture of well-dressed Rosie the Riveter with flexing her arm muscles, wearing bandanna and the reason of that picture was to portray the symbol of patriotic and strength. The main objective of that picture was to show that women are strong enough, and are able to do all those job needed even majority of them never worked outside of their home before. Woman in this advertisement is portrayed as strong, confident and competent. Clearly we can see that one picture in a very simple advertisement can bring a lot of meaning and ideas to spread. It is important to create this kind of  advertisement to show some support to the women themselves, and at the same time, to convince men that women can do all these job in order to support the war effort.

This commercial was one of the earliest effort of feminism movement. It was an excellent debut for the movement. Since then, the attempt has been vigorous and impressively effective. Because of the ceaseless and innovative efforts, the world now has  better comprehension of how feminism works and what it truly desires.