partners exhibit heading

american magazine cover 1945
Changing Images of Women's Role

View Additional

of Ads from
the 1940s



The National Advertising Council promised that stories and advertisements for consumer products would promote enlistment in the military and volunteerism at home. The “idealized” America that was depicted by public relations firms and the media reflected a segregated society. Women of color participated in the Double V Campaign for victory over segregation at home as well as victory overseas.

The American Magazine of 1945 shows that
women can be soldiers and feminine

american magazine

Proctor & Gamble Ivory Soap Advertisement primavera soap

Cutex nail polish advertisement, "These Women -
1944’s best dressed— choose favorite Cutex Shade"
cutex ad magazine


The Saturday Evening Post magazine,
26 September 1942

In World War II, uniforms were the most visible sign that a woman was contributing in an important way to winning the war. Many women who wore uniforms were civilians employed in some capacity by the government or members of volunteer organizations. Uniforms helped unify the nation by conveying the message that there was an overriding national purpose that transcended social, economic, and regional differences.

pacific wool ad

Pacific Worsted Woolens appealed to patriotism
and femininity, helping to recruit for the
Women's Army Corps.

canada dry ad

Canada Dry Ginger Ale toasts the
"Ladies" of the U.S. Armed Forces


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 Photo Credits: All 6 photos on this page are courtesy of the Women's Memorial Foundation

(c) Copyright National Women's History Museum 2007