Power as cleaning products (note the appropriation of Rosie the Riveter):
Power as a flippy skirt and cute glasses (the text: “That flippy skirt backs up your girl power, do your glasses?”):
Power as beauty:
NEW! Nuvaring is a flexible ring that women place around their cervix once a month (image found here). It slowly releases hormones that prevent ovulation. “Let Freedom Ring!”
ALSO NEW! Need to compete with those men in their “power ties,” have some “power panties”:
NEW! (July ’10): Robb S. sent in another use of Rosie the Riveter by a “green” housecleaning service called Maid to Clean. No, seriously; Rose the Riveter, the icon of women’s contribution to the World War II war industry, was “maid to clean”:
Comments 19
Sociological Images » “THE RIGHT TO CHOOSE… A GIFT ADAPTED TO YOUR BEAUTY CONCERNS” — September 1, 2008
[...] women’s liberation. And women’s liberation, as we have demonstrated (see here, here, here, here, here, here, and here), is frequently co-opted for the purposes of selling women all sorts of [...]
Sociological Images » LADIES, BUY YOUR INDEPENDENCE HERE! — December 15, 2008
[...] also here, here, here, here, here, here, here, and [...]
Sociological Images » ADVERTISING WITH OBAMA — January 25, 2009
[...] and ultimatly undermine feminist efforts to attain social justice for women (see here, here, here, here, here, here, here, here, here, and here). Like many of the “feminist” ads, [...]
anonymoous — March 11, 2009
They made Rosie the Riveter all skinny!
Sociological Images » WHAT WE’VE BEEN UP TO BEHIND YOUR BACK (MARCH 2009) — April 1, 2009
[...] to our post about various companies trivializing women’s power, we added print ads for Nuvaring (”Let Freedom Ring”) and Spanx’s [...]
Ramblin Rabbit — April 1, 2009
Is it just me or does the "Beauty as Power" image reference Rosie the Riveter as well?
Sociological Images » “You’ve Got Your Own Cigarette Now, Baby!” — June 28, 2009
[...] products (here and here), botox, diamond rings, cars and credit cards, cars and bras, pornography, cleaning products, panties, and eyeglasses, washing machines, and, of course, cigarettes (here and here). tags: feminism, gender, [...]
Jaxin — September 25, 2009
I think the model in the beauty of power ad is more of a reference to the old-school showroom models. The headscarf, the dress- it's just like them.
Navy Women (Re)defined » Sociological Images — November 25, 2009
[...] of female empowerment to sell products (see here, here, here, here, here, here, here, here, here, here, here, here, here, and here). In all of those instances, liberty or empowerment comes through [...]
“WHAT DOES THE EMANCIPATION OF AMERICAN WOMEN MEAN TO YOU?” » Sociological Images — November 26, 2009
[...] diamond rings, cooking and cleaning products, fashion, and other miscellaneous products (here, here, and here). 13 Comments Tags: gender, gender: feminism/activism, gender: history, [...]
We Can Do It! – Storia di un’immagine « Archivio Caltari — January 27, 2011
[...] talmente riconoscibile da essere spesso parodiato o adattato per svariati usi (incluso vendere prodotti di pulizia per la casa). L’immagine è percepita ampiamente come simbolo della crescente legittimazione delle donne e [...]
Feminist Friday–Going Rogue « Iconoclast or Malcontent? — June 3, 2011
[...] timesas the image that pulled women into the workplace. But at least Real Rosie hasn’t been coopted to reinforce traditional femininity, [...]
We Can Do It! – Storia di un’immagine - Archivio Caltari | Archivio Caltari — August 8, 2011
[...] talmente riconoscibile da essere spesso parodiato o adattato per svariati usi (incluso vendere prodotti di pulizia per la casa). L’immagine è percepita ampiamente come simbolo della crescente legittimazione delle donne e [...]
We Can Do It! - wiki — November 12, 2015
[…] Lisa Wade, « Sociological Images: Trivializing Women’s Power », The Society Page, 22 octobre 2007(consulté le 24 janvier […]
Reimagining Strength and Femininity: A Visual Analysis of the Iconic “We Can Do It!” Image – The Visual Communication Guy: Design, Writing, and Teaching Resources All in One Place! — March 21, 2017
[…] Trivializing Women’s Power […]
Caramel Hitaco — July 22, 2021
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