Homefront war support is a critical part of war; care packages, letters, emails, and phone calls greatly increase troop morale. Typically homefront war support is gendered. In the U.S., women are usually the ones at home providing support to the men serving. During various wars the military has encouraged women to support male troops. It’s patriotic, as this WWII poster notes:

The wars in Iraq and Afghanistan have altered our images of the gendered make up of the homefront and warfront. Today 16% of the military is female, and even though women are not officially allowed in combat positions, they are often in combat situations in the current wars, where the lines of combat are blurred. As a result, over 115 women have been killed in combat. We’re still used to seeing these kinds of images:

Embed from Getty Images

But images such as this are becoming more common:

Embed from Getty Images

But a student of mine brought me the following ad from the most recent issue of Cosmopolitan:

Main text:

Cosmo and Maybelline New York are collecting ‘kisses’ for our brave armed forces overseas. For each ‘kiss’ you send, we’ll donate $1 to the USO.* Detach a postcard from the previous page, write a note of thanks with our Color Sensational kiss, add a stamp and drop it in the mail. *Up to $20,000

So Maybelline has teamed up with the USO (United Service Organization- a private, non-profit organization) to send support, in the form of “kisses,” and up to $20,000, to the troops overseas.

The assumption here is that armed service members are male and need the support of “kisses” from the homefront—a homefront that is comprised of women. The campaign is also an example of heteronormativity (the often unnoticed ways that heterosexuality is normalized and privileged) because it assumes that (men) serving overseas are heterosexual and will want to receive lipstick kisses from (presumably heterosexual) women. While women service members have been more visible during the wars in Iraq and Afghanistan, this campaign reminds me that war is still largely gendered in a heteronormative fashion. The warfront is still thought of as men’s domain, the homefront women’s domain, and war support relies on heterosexual relationships.