The 'We Can Do It!' poster, created by J. Howard Miller in 1943, has become an iconic symbol of empowerment and resilience. Originally designed to boost morale among workers at Westinghouse Electric during World War II, the poster's journey from obscurity to fame is a fascinating tale of rediscovery and cultural transformation. This article delves into the historical context of the poster's creation, its rediscovery in the 1980s, and its enduring
impact on modern culture.
The Creation and Initial Purpose
In 1943, J. Howard Miller, an American graphic artist, was commissioned by Westinghouse Electric to create a series of posters aimed at boosting worker morale. The 'We Can Do It!' poster was part of this series, intended to encourage female workers to maintain high productivity levels during the war. Contrary to popular belief, the poster was not widely seen during the war and was displayed only internally at Westinghouse for a brief period in February 1943.
The poster featured a female worker in a red bandana, flexing her arm with the slogan 'We Can Do It!' emblazoned above her. The image was meant to convey a message of unity and capability among Westinghouse employees, rather than a broader call to action for women across the nation. The use of patriotic colors and the worker's determined expression were designed to inspire confidence and dedication among the workforce.
Rediscovery and Cultural Reinterpretation
The 'We Can Do It!' poster remained largely forgotten until it was rediscovered in the early 1980s. Its reemergence coincided with a growing feminist movement, and the image was quickly adopted as a symbol of female empowerment. The poster's message was reinterpreted to mean 'We Women Can Do It,' uniting women in a collective fight for gender equality.
In 1994, the poster gained further recognition when it appeared on the cover of Smithsonian magazine, and in 1999, it was featured on a U.S. postage stamp. The image's newfound popularity led to its use in various political campaigns and advertising, further cementing its status as a cultural icon.
Modern-Day Influence and Legacy
Today, the 'We Can Do It!' poster is one of the most requested images at the National Archives and Records Administration. Its influence extends beyond the United States, having been adapted for political campaigns and social movements worldwide. The image has been parodied and reimagined countless times, featuring famous figures, fictional characters, and even animals.
The poster's enduring appeal lies in its powerful message of resilience and empowerment. It continues to inspire new generations, serving as a reminder of the strength and determination of those who contributed to the war effort and the ongoing fight for gender equality. The 'We Can Do It!' poster stands as a testament to the transformative power of art and its ability to transcend time and context.
