Rhetorical Analysis Essay Draft:
What if I told you one of the most popular feminist icons and commonplaces was in fact created by men as a way to manipulate women to do their bidding? Ironic, I know. However, this is the history behind the famous Westinghouse “We Can Do It!” poster and Rosie the Riveter figurehead that circulated in the United States during World War II. The war created a higher demand for products such as ammunition, weaponry, uniforms, helmets, and much more. This higher demand of manufactured goods then led to a higher demand of workers, however there was one problem. Most of the able-bodied men who would typically take on these jobs were busy fighting the enemy overseas. Quite frankly, there was nobody left in the United States to work besides the women. The original artist and manufacturing executives who later spread the poster had a great understanding of the rhetorical situation. The poster uses the depiction of a woman to establish ethos, utilizes inspiring visual rhetoric to entice the viewer, and plays on the kairotic opportunity of the current rise of feminism and patriotism within the United States.
Although the original idea behind the creation of Rosie the Riveter had nothing to do with World War II, she soon became the posterchild (literally) of what a woman should be doing to help the war effort. The exclamation “We can do it!” convinces the female audience that they can, in fact, help win the war. The use of the word “we” establishes trust within the audience by making it seem like a woman is the one sharing this claim. Females at the time would be more likely to listen to a woman about her experience rather than a man who had no idea what it was like to be a working woman in America at the time. This creation of “Rosie the Riveter” successfully set in place the level of ethos needed to persuade its female audience. Because Rosie was a figurehead that woman could see themselves in, or aspired to see themselves in, it effectively manipulates the audience in believing that joining the workforce at the time was exactly what they were meant to do.
The visual rhetoric and artistic choices behind the poster also aid in the persuasion of the audience. Rosie is illustrated as the perfect balance between masculine and feminine to resonate with her audience. Rosie is depicted with a full face of makeup on, including mascara-darkened eyelashes, rosy blush on her cheeks, and bright red lipstick on her lips. This look signifies that women do not need to sacrifice any part of their femininity in order to join the workforce. This may have been a point of hesitation for many young women, but Rosie showcases that you can be a valuable member of the working class and still look like a beautiful, feminine lady. The poster also characterizes the opposing side of this idea as well. The artist contrasts her lady-like makeup with sharp facial features and a stern look on her face. Rosie has sharp cheekbones and a very strong jaw, all set in the glare of a woman who means business. She also has her sleeve rolled back to reveal her flexed bicep muscle. These illustrations effectively appeal to the other side of the audience, showcasing that woman can be just as productive as men and are not considered weak. Rosie is proof that women can have the best of both worlds in their work: not losing any of their womanhood while still being just as strong and valuable as the men. The colors Rosie is wearing, the red, white, and blue of the American flag, resemble the patriotism she has, which segues into my next point.
During this point in history of the United States, there was a heightened sense of patriotism and nationalism within the population. Propaganda poster were everywhere, and wartime advertisements were impossible to avoid. Because of this, everyone was willing to do whatever they could to help the war effort. This provided the perfect kairotic opportunity for the mass circulation of this poster. The poster plays on the pathetic values of the audience by convincing them that in order to help their country win the war, they must join the manufacturing workforce. The poster also takes advantage of another kairotic opportunity at the time: the rise of the feminist movement. Women were trying to prove that they could be valuable assets in the labor workforce and could handle more than just domestic roles. The creator recognized this and thus, Rosie was born. This is exactly what women at the time were looking for. A strong, working female telling them that they CAN do it. They CAN help their country win the war. They CAN handle working in manufacturing plants and shipyards. They CAN be just as productive and valuable as men. The message in the main phrase of this poster, “We can do it!”, draws on these desperate desires of the audience at the time. They exploit the pathetic values of these women in order to get them to do exactly what they want them to do: work at their companies. Whether or not this was a progressive choice is up for debate, but one thing is certain. The rhetorical choices made within the poster definitely got the job done. More recently, Rosie has been reclaimed by the feminist movement and is recognized as an icon today, which can be seen in my second civic artifact.
The street mural, titled “Yes She Can!”, depicts Malala Yousafzai, a young girl who was attacked by the Taliban for trying to attend school. Malala is depicted in the same position as Rosie the Riveter, with her arm flexed and her face strong. While the Rosie the Riveter poster showcased many types of appeals, the Malala rendition only plays on one appeal: the commonplace of Rosie herself. As outlined above, Rosie was created as the perfect American woman. She then became the icon of the feminist movement. Today, she is universally recognized as the epitome of patriotism and strength in an American female. She is the woman. By depicting Malala as Rosie, the artist immediately establishes ethos and creates pathos within the mural.
By illustrating Malala as such an iconic American commonplace, the audience is now instantly willing to get behind her cause because they are associating her with a beloved icon. Just through an artistic choice as simple as a pose, the artist instantly establishes Malala’s credibility. This also forces the viewers to see Malala in the same light they see Rosie: strong, brave, and part of a cause that is fighting for what is right.
After seeing the painting of the Malala/Rosie mash-up, the viewer’s eyes are drawn to the quote beside the mural. It reads, “All I want is education, and I am afraid of no one.” This relays Malala’s grand message in such a seemingly simple way; however, the persuasion is in the art, not the quote. The audience now knows what Malala’s cause is, and they are willing to support her due to the ethos and pathos already utilized through the homage to Rosie the Riveter.
The original Rosie the Riveter poster establishes ethos, uses persuading visual rhetoric, and takes advantage of a kairotic opportunity in order to convince American women to join the workforce. Rosie has since become an American and feminist icon, and it is through this credibility that the “Yes She Can!” poster is able to have such a strong effect with very little words or pictures. This is a testament to how powerful civic commonplaces are, especially those that are deemed patriotic in the United States.
Revised Speech Outline:
- Attention grabbing first line (Same question as in the intro paragraph)
- Identify my civic artifact (“We Can Do It!” poster)
- Introduce rhetorical situation (World War II, female audience, need for more workers)
- Discuss use of ethos to establish trust and credibility (coming from another woman, women can see themselves in Rosie, use of the word “we”)
- Discuss visual rhetoric and style (both masculine and feminine representation of a female worker, use of flag colors)
- Discuss kairotic opportunity of the rising feminist movement and heightened patriotism (women already looking to prove they can handle more than just domestic roles, trying to enter the workforce, willing to do anything they can to help the United States win the war)
- Brief conclusion and afterthought of how this can be considered “performative activism” and how that is increasingly popular today
