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We Can Do It!

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196:, a phenolic resin invented by Westinghouse. Mostly women were employed in this enterprise, which yielded some 13 million helmet liners over the course of the war. The slogan "We Can Do It!" was probably not interpreted by the factory workers as empowering to women alone; they had been subjected to a series of paternalistic, controlling posters promoting management authority, employee capability and company unity, and the workers would likely have understood the image to mean "Westinghouse Employees Can Do It", all working together. The upbeat image served as gentle propaganda to boost employee morale and keep production from lagging. The badge on the "We Can Do It!" worker's collar identifies her as a Westinghouse Electric plant floor employee; the pictured red, white and blue clothing was a subtle call to patriotism, one of the frequent tactics of corporate war production committees. 122: 157:. He painted posters during World War II in support of the war effort, among them the famous "We Can Do It!" poster. Aside from the iconic poster, Miller remains largely unknown. For many years, little had been written about Miller's life, with uncertainty extending to his birth and death dates. In 2022, Professor James J. Kimble uncovered more of Miller's personal information, setting the birth year at 1898, and the death at 1985. Miller was married to Mabel Adair McCauley. Their marriage was childless; surviving family members are related through Miller's siblings. 40: 164:, graduating in 1939. He lived in Pittsburgh during the war. His work came to the attention of the Westinghouse Company (later, the Westinghouse War Production Co-Ordinating Committee), and he was hired to create a series of posters. The posters were sponsored by the company's internal War Production Co-Ordinating Committee, one of the hundreds of labor-management committees organized under the supervision of the national War Production Board. Aside from his commercial work, Miller painted landscapes and studies in 181: 271: 177:
questions to management, and to lower the likelihood of labor unrest or a factory strike. Each of the more than 42 posters designed by Miller was displayed in the factory for two weeks, then replaced by the next one in the series. Most of the posters featured men; they emphasized traditional roles for men and women. One of the posters pictured a smiling male manager with the words "Any Questions About Your Work? ... Ask your Supervisor."
298:. Feminists saw in the image an embodiment of female empowerment. The "We" was understood to mean "We Women", uniting all women in a sisterhood fighting against gender inequality. This was very different from the poster's 1943 use to control employees and to discourage labor unrest. History professor Jeremiah Axelrod commented on the image's combination of femininity with the "masculine (almost macho) composition and body language." 251:. Following the war, the Rockwell painting gradually sank from public memory because it was copyrighted; all of Rockwell's paintings were vigorously defended by his estate after his death. This protection resulted in the original painting gaining value—it sold for nearly $ 5 million in 2002. Conversely, the lack of protection for the "We Can Do It!" image is one of the reasons it experienced a rebirth. 228:, May 29, 1943. The Westinghouse poster was not associated with any of the women nicknamed "Rosie" who came forward to promote women working for war production on the home front. Rather, after being displayed for two weeks in February 1943 to some Westinghouse factory workers, it disappeared for nearly four decades. Other "Rosie" images prevailed, often photographs of actual workers. The 323: 2312: 367:
Although many publications have repeated Doyle's unsupported assertion that the wartime photograph inspired Miller's poster, Westinghouse historian Charles A. Ruch, a Pittsburgh resident who had been friends with J. Howard Miller, said that Miller was not in the habit of working from photographs, but
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In 1942, Miller was hired by Westinghouse Electric's internal War Production Coordinating Committee, through an advertising agency, to create a series of posters to display to the company's workers. The intent of the poster project was to raise worker morale, to reduce absenteeism, to direct workers'
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magazine and assumed the poster was an image of herself. Without intending to profit from the connection, Doyle decided that the 1942 wartime photograph had inspired Miller to create the poster, making Doyle herself the model for the poster. Subsequently, Doyle was widely credited as the inspiration
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mistakenly said that she was the subject of the poster. Doyle thought that she had also been captured in a wartime photograph of a woman factory worker, and she assumed that this photo inspired Miller's poster. Conflating her as "Rosie the Riveter", Doyle was honored by many organizations including
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union, GM quickly produced a propaganda poster in 1942 showing both labor and management rolling up their sleeves, aligned toward maintaining a steady rate of war production. The poster read, "Together We Can Do It!" and "Keep 'Em Firing!" In creating such posters, corporations wished to increase
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After its rediscovery, observers often assumed that the image was always used as a call to inspire women workers to join the military war effort. However, during the war the image was strictly internal to Westinghouse, displayed only during February 1943, and was not for recruitment but to exhort
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in California, showing Parker and her sister working at their war jobs during March 1942. These images were published in various newspapers and magazines beginning in April 1942, during a time when Doyle was still attending high school in Michigan. In February 2015, Kimble interviewed the Parker
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claimed the poster was developed in 1942 by its precursor, the War Advertising Committee, as part of a "Women in War Jobs" campaign, helping to bring "over two million women" into war production. In February 2012 during the Ad Council's 70th anniversary celebration, an interactive application
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sisters: Naomi Fern Fraley, 93, and her sister Ada Wyn Morford, 91; he found out that they had known for five years about the incorrect identification of the photo, and had been rebuffed in their attempt to correct the historical record. Naomi died at age 96 on January 20, 2018.
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was called "Rosify Yourself", referring to Rosie the Riveter; it allowed viewers to upload images of their faces to be incorporated into the "We Can Do It!" poster, then saved to be shared with friends. Ad Council President and CEO Peggy Conlon posted her own "Rosified" face on
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magazine which showed a wartime photograph of a young woman working at a lathe, and she assumed that the photograph was taken of her in mid-to-late 1942 when she was working briefly in a factory. Ten years later, Doyle saw the "We Can Do It!" poster on the front of the
136:, the U.S. government called upon manufacturers to produce greater amounts of war goods. The workplace atmosphere at large factories was often tense because of resentment built up between management and labor unions throughout the 1930s. Directors of companies such as 473:
photostream. In March 2011, Phoenix produced a color version which stated "She Did It!" in the lower right, then in January 2012 he pasted "Too Sad" diagonally across the poster to represent his disappointment with developments in Australian politics.
113:, working in early 1942 before Doyle had graduated from high school. Doyle's notion that the photograph inspired the poster cannot be proved or disproved, so neither Doyle nor Parker can be confirmed as the model for "We Can Do It!". 419:
who used it in advertisements for household cleaners, the pictured woman provided in this instance with a wedding ring on her left hand. Parodies of the image have included famous women, men, animals and fictional characters. A
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already-hired women to work harder. People have seized upon the uplifting attitude and apparent message to remake the image into many different forms, including self empowerment, campaign promotion, advertising, and parodies.
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magazine in 1994 and was fashioned into a US first-class mail stamp in 1999. It was incorporated in 2008 into campaign materials for several American politicians, and was reworked by an artist in 2010 to celebrate the
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Today, the image has become very widely known, far beyond its narrowly defined purpose during World War II. It has adorned T-shirts, tattoos, coffee cups and refrigerator magnets—so many different products that
192:, and the midwestern U.S., where it was scheduled to be displayed for two five-day work weeks starting Monday, February 15, 1943. The targeted factories were making plasticized helmet liners impregnated with 1650: 2169:
Working in tandem with the Office of War Information, the Ad Council created campaigns such as Buy War Bonds, Plant Victory Gardens, 'Loose Lips Sink Ships,' and Rosie the Riveter's 'We Can Do it.'
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rather live models. However, the photograph of Naomi Parker did appear in the Pittsburgh Press on July 5, 1942, making it possible that Miller saw it as he was creating the poster.
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No more than 1,800 copies of the 17-by-22-inch (559 by 432 mm) "We Can Do It!" poster were printed. It was not initially seen beyond several Westinghouse factories in
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Kimble, James J.; Olson, Lester C. (Winter 2006). "Visual Rhetoric Representing Rosie the Riveter: Myth and Misconception in J. Howard Miller's 'We Can Do It!' Poster".
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professor Lester C. Olson researched the origins of the poster and determined that it was not produced by the Ad Council nor was it used for recruiting women workers.
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created a 33¢ stamp in February 1999 based on the image, with the added words "Women Support War Effort". A Westinghouse poster from 1943 was put on display at the
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called it the "most over-exposed" souvenir item available in Washington, D.C. It was used in 2008 by some of the various regional campaigners working to elect
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during the war, so the recent association with "Rosie the Riveter" was unjustified. Rather, it was targeted at women who were making helmet liners out of
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The poster was little seen during World War II. It was rediscovered in the early 1980s and widely reproduced in many forms, often mistakenly called "
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production by tapping popular pro-war sentiment, with the ultimate goal of preventing the government from exerting greater control over production.
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Kimble, James J. (Summer 2016). "Rosie's Secret Identity, or, How to Debunk a Woozle by Walking Backward through the Forest of Visual Rhetoric".
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medical workers in a similar style, initially to cope with the stress of her work but also to encourage others and support front line workers.
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During World War II, the "We Can Do It!" poster was not connected to the 1942 song "Rosie the Riveter", nor to the widely seen
1912: 355:, Professor James J. Kimble obtained the original photographic print, including its yellowed caption identifying the woman as 306:
magazine put the image on its cover in March 1994, to invite the viewer to read a featured article about wartime posters. The
1185: 657: 969:. New York: National Museum of American Art, Smithsonian Institution, in association with Harry N. Adams, Inc. p. 106. 1437: 2065: 189: 31: 140:(GM) sought to minimize past friction and encourage teamwork. In response to a rumored public relations campaign by the 56: 1382: 770: 2370: 2185: 444: 161: 82: 2273: 1404: 2126: 1974: 66:", which is a different depiction of a female war production worker. The "We Can Do It!" image was used to promote 360: 232:
geared up for a massive nationwide advertising campaign to sell the war, but "We Can Do It!" was not part of it.
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In 1982, the "We Can Do It!" poster was reproduced in a magazine article, "Poster Art for Patriotism's Sake", a
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calling himself Phoenix pasted Gillard's face into a new monochrome version of the "We Can Do It!" poster.
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A Riveting "Rosie": J. Howard Miller's We Can Do It! Poster and Twentieth Century American Visual Culture
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went ahead with their scheduled January–February 2011 cover image: a parody of "We Can Do It!" featuring
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raising her right hand in a fist. The editors of the magazine expressed regret at the passing of Doyle.
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showed a four-by-five-foot (1.2 by 1.5 m) replica made by artist Kristen Cumings from thousands of
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Ed Reis, a volunteer historian for Westinghouse, noted that the original image was not shown to female
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Sharp, Gwen; Wade, Lisa (January 4, 2011), "Sociological Images: Secrets of a feminist icon",
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in an article she wrote about the group's 70-year history. The staff of the television show
457: 270: 109:. However, in 2015, the woman in the wartime photograph was identified as then 20-year-old 1075: 723: 531: 404: 334: 322: 211: 1024:"Work–Fight–Give: Smithsonian World War II Posters of Labor, Government, and Industry". 494:
image of "We Can Do It!" was created for the closing credits of the 2011 superhero film
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The poster continues to inspire artists such as Kate Bergen. She has painted images of
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for its 70th anniversary celebration, through a Facebook app called "Rosify Yourself".
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World War II and the Postwar Years in America: A Historical and Cultural Encyclopedia
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and other political issues beginning in the 1980s. The image made the cover of the
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An example of commercial use on a pair of vending machines for bottled water at a
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A propaganda poster from 1942 encouraging unity between labor and management of
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posted two "Rosified" images on their website, using the faces of news anchors
2286: 542: 508: 448: 421: 381: 1516: 1186:"Geraldine Hoff Doyle dies at 86; inspiration behind a famous wartime poster" 1160: 1151: 1374: 764: 546: 452: 500:. The image served as the background for the title card of English actress 2311: 873:"How a Seton Hall professor discovered the creator of 'Rosie the Riveter'" 184:
Another poster by J. Howard Miller from the same series as "We Can Do It!"
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Tales of the Great American Victory: World War II in Politics and Poetics
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Brennan, Patricia (May 23, 1982). "Poster Art for Patriotism's Sake".
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Design for Victory: World War II posters on the American home front
2274:"How to deal with work stress — and actually recover from burnout" 1540:"Geraldine Doyle, inspiration for 'Rosie the Riveter,' dies at 86" 375: 321: 269: 179: 120: 2324:"We Can Do It!" poster at the National Museum of American History 1317:
American icons: an encyclopedia of the people, places, and things
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In subsequent years, the poster was re-appropriated to promote
1703:"Naomi Parker Fraley, the Real Rosie the Riveter, Dies at 96" 1381:. Richmond, California: Rosie the Riveter Trust. April 2003. 314:, part of the exhibit showing items from the 1930s and '40s. 85:. The poster is one of the ten most-requested images at the 1794:. Indianapolis, Illinois: Funcityfinder.com. Archived from 597:, another WWII poster that became famous only decades later 1602:"Michigan Woman Who Inspired WWII 'Rosie' Poster Has Died" 1571:"Geraldine Doyle, Iconic Face of World War II, Dies at 86" 59:
as an inspirational image to boost female worker morale.
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Ehrlich, David A.; Minton, Alan R.; Stoy, Diane (2007).
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was worked into the image by some attendees of the 2010
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recreated the poster in the music video for her song "
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American Women during World War II: an encyclopedia
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Agitate! Educate! Organize!: American Labor Posters
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American Women during World War II: An Encyclopedia
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Michigan Women's Historical Center and Hall of Fame
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J. Howard Miller's "We Can Do It!" poster from 1943
30:"We Can Do It" redirects here. For other uses, see 2243:"Plaza sign of the day: Matt as Rosie the Riveter" 1100: 902:The Art Institute of Pittsburgh Arcadia Publishing 817:World War II and the Postwar Years in America: A-I 711: 709: 1761:"Sociological Images: Trivializing Women's Power" 1349:. In Diederik Oostdijk, Markha G. Valenta (ed.). 1627:Schimpf, Sheila (1994). "Geraldine Hoff Doyle". 899:Fisher, Jacquelyn Felix; Goodman, E. W. (2009). 669: 667: 665: 1060:Search results for catalog number 1985.0851.05. 866: 864: 674:Bird, William L.; Rubenstein, Harry R. (1998). 287:article about posters in the collection of the 2072:. Utne Reader. January 3, 2011. Archived from 1132: 1130: 1128: 1126: 1124: 769:(M.A.). University of Maryland, College Park. 520:digital agency was linked to the Ad Council's 461:published a photograph of the poster taken on 1490: 1488: 1486: 1484: 680:. Princeton Architectural Press. p. 78. 8: 1649:. National Park Service Museum Collections. 1436:. United States Postal Service. April 2003. 87:National Archives and Records Administration 1696: 1694: 1215:Young, William H.; Young, Nancy K. (2010). 380:The "We Can Do It!" poster was used by the 247:for use in posters and campaigns promoting 2218:. HelpsGood. February 2012. Archived from 1179: 1177: 932:. Hillcrest Publishing Group. p. 62. 2285: 2179: 2177: 1150: 814:William H. Young; Nancy K. Young (2010). 55:produced by J. Howard Miller in 1943 for 1099:Cushing, Lincoln; Drescher, Tim (2009). 351:for Miller's poster. From an archive of 38: 2361:American propaganda during World War II 1569:Williams, Timothy (December 29, 2010). 1465:. National Museum of American History. 1314:. In Dennis Hall, Susan G. Hall (ed.). 1196:from the original on September 20, 2012 763:Wong, Hannah Wai Ling (July 17, 2007). 607: 585:American propaganda during World War II 477:Geraldine Doyle died in December 2010. 2196:from the original on February 16, 2012 2016:from the original on December 18, 2013 1538:Chuck, Elizabeth (December 30, 2010). 1221:. Vol. 1. ABC-CLIO. p. 606. 1184:McLellan, Dennis (December 31, 2010). 1107:. ILR Press/Cornell University Press. 988: 986: 946:from the original on November 17, 2016 847:. Bloomsbury Academic. pp. 353–. 2107:from the original on January 25, 2013 1885:"Australian President, Julia Gillard" 1713:from the original on January 22, 2018 1608:from the original on January 19, 2012 1581:from the original on January 24, 2017 1469:from the original on October 19, 2012 1260:. Taylor & Francis. p. 399. 1086:from the original on October 25, 2012 1050:from the original on October 29, 2013 773:from the original on October 20, 2018 430:The Children's Museum of Indianapolis 7: 2097:"Captain America: The First Avenger" 2046:from the original on August 31, 2012 1923:from the original on October 7, 2012 1864:from the original on October 7, 2012 1833:from the original on October 3, 2012 1732:Coleman, Penny (December 30, 2010). 1005:from the original on January 1, 2011 53:American World War II wartime poster 27:American World War II wartime poster 2184:Conlon, Peggy (February 13, 2012). 1443:from the original on April 20, 2013 1431:"Women On Stamps (Publication 512)" 1385:from the original on March 28, 2012 1353:. VU University Press. p. 81. 413:Rally to Restore Sanity and/or Fear 312:National Museum of American History 2241:Veres, Steve (February 13, 2012). 2095:Landekic, Lola (August 30, 2011). 1985:from the original on June 23, 2013 1954:from the original on June 23, 2013 1883:Hellqvist, David (July 27, 2010). 1771:from the original on June 22, 2013 1736:. PennyColeman.com. Archived from 1653:from the original on March 7, 2016 1600:Memmot, Mark (December 31, 2010). 1411:from the original on June 23, 2013 1379:Rosie The Riveter Memorial Project 1320:. Vol. 1. Greenwood. p.  993:Harvey, Sheridan (July 20, 2010). 871:Raccuglia, Andrew (May 20, 2022). 497:Captain America: The First Avenger 218:that appeared on the cover of the 25: 2253:from the original on July 7, 2017 694:from the original on May 10, 2016 153:J. Howard Miller was an American 2310: 2272:Woolston, Chris (July 8, 2022). 2159:from the original on May 3, 2013 1407:. United States Postal Service. 1274:from the original on May 7, 2016 1235:from the original on May 1, 2016 1823:Jelly Belly Bean Art Collection 1759:Wade, Lisa (October 22, 2007). 1509:10.14321/rhetpublaffa.19.2.0245 1345:Axelrod, Jeremiah B.C. (2006). 797:Smithsonian American Art Museum 1790:Paul, Cindy (April 12, 2011). 553:professor James J. Kimble and 1: 2376:Westinghouse Electric Company 2127:"The Story of the Ad Council" 965:Heyman, Therese Thau (1998). 640:Rhetoric & Public Affairs 190:East Pittsburgh, Pennsylvania 32:We Can Do It (disambiguation) 2386:American advertising slogans 2334:J. Howard Miller (1918–2004) 2153:"Frequently Asked Questions" 2129:. Ad Council. Archived from 2004:Phoenix (January 23, 2012). 1911:Dama Design (July 8, 2010). 1673:"All This and Overtime, Too" 1310:Endres, Kathleen L. (2006). 1080:the same as 'We Can Do It!'" 2329:Library of Congress Webcast 1497:Rhetoric and Public Affairs 1254:Weatherford, Doris (2009). 1046:. Smithsonian Institution. 742:. Routledge. p. 1181. 445:prime minister of Australia 333:In 1984, former war worker 239:painting was loaned by the 162:Art Institute of Pittsburgh 83:prime minister of Australia 2407: 2070:Utne Reader editorial blog 1942:Phoenix (March 12, 2011). 1405:"Women Support War Effort" 736:Doris Weatherford (2009). 722:November 17, 2016, at the 337:came across an article in 203: 29: 2287:10.1146/knowable-070722-1 2042:. January–February 2011. 1852:Phoenix (June 29, 2010). 1734:"Rosie the Riveter Image" 1629:Michigan History Magazine 1544:Field Notes from NBC News 820:. ABC-CLIO. p. 528. 560:In 2010, American singer 361:Naval Air Station Alameda 230:Office of War Information 1973:Phoenix (July 2, 2010). 1675:. Corbis. Archived from 1647:"Ada Wyn Morford Papers" 1296:Washington Post Magazine 1152:10.1177/1536504211408972 1076:"'Rosie the Riveter' is 999:Journeys & Crossings 555:University of Pittsburgh 443:became the first female 428:toy have been produced. 284:Washington Post Magazine 245:U.S. Treasury Department 2006:"She Did It! (TOO SAD)" 1001:. Library of Congress. 929:Smokey, Rosie, and You! 905:. Arcadia. p. 16. 844:History of Illustration 656:Also available through 318:Wire service photograph 1701:Fox, Margalit (2018). 1375:"1999–2000 Highlights" 967:Posters American Style 715:Bird/Rubenstein 1998, 595:Keep Calm and Carry On 469:pointing to Phoenix's 463:Hosier Lane, Melbourne 385: 330: 278: 276:WWII Battleship Museum 235:Rockwell's emblematic 185: 160:Miller studied at the 134:attack on Pearl Harbor 129: 44: 2319:at Wikimedia Commons 1679:on September 29, 2015 551:Seton Hall University 379: 353:Acme news photographs 325: 273: 225:Saturday Evening Post 183: 172:Westinghouse Electric 124: 100:cover image in 1994, 57:Westinghouse Electric 42: 2249:. MSN Allday Today. 2133:on February 16, 2007 335:Geraldine Hoff Doyle 102:Geraldine Hoff Doyle 2222:on January 26, 2013 2036:"Table of Contents" 1312:"Rosie the Riveter" 392:The Washington Post 326:1942 photograph of 142:United Auto Workers 132:After the Japanese 2371:Propaganda posters 1817:Cumings, Kristen. 1707:The New York Times 1575:The New York Times 1550:on January 1, 2011 386: 331: 279: 186: 130: 96:After she saw the 45: 2315:Media related to 2278:Knowable Magazine 1798:on April 26, 2011 1740:on April 28, 2011 1360:978-90-5383-976-8 1331:978-0-275-98429-8 1267:978-0-415-99475-0 1228:978-0-313-35652-0 1190:Los Angeles Times 1114:978-0-8014-7427-9 976:978-0-8109-3749-9 939:978-1-934248-33-1 854:978-1-5013-4211-0 827:978-0-313-35652-0 803:on July 11, 2007. 749:978-1-135-20189-0 687:978-1-56898-140-6 308:US Postal Service 289:National Archives 237:Rosie the Riveter 216:Rosie the Riveter 206:Rosie the Riveter 200:Rosie the Riveter 64:Rosie the Riveter 16:(Redirected from 2398: 2314: 2299: 2298: 2296: 2294: 2289: 2269: 2263: 2262: 2260: 2258: 2238: 2232: 2231: 2229: 2227: 2212: 2206: 2205: 2203: 2201: 2181: 2172: 2171: 2166: 2164: 2149: 2143: 2142: 2140: 2138: 2123: 2117: 2116: 2114: 2112: 2101:Art of the Title 2092: 2086: 2085: 2083: 2081: 2076:on June 23, 2013 2062: 2056: 2055: 2053: 2051: 2032: 2026: 2025: 2023: 2021: 2001: 1995: 1994: 1992: 1990: 1970: 1964: 1963: 1961: 1959: 1939: 1933: 1932: 1930: 1928: 1908: 1902: 1901: 1899: 1897: 1890:AnOther Magazine 1880: 1874: 1873: 1871: 1869: 1849: 1843: 1842: 1840: 1838: 1814: 1808: 1807: 1805: 1803: 1787: 1781: 1780: 1778: 1776: 1765:The Society Page 1756: 1750: 1749: 1747: 1745: 1729: 1723: 1722: 1720: 1718: 1698: 1689: 1688: 1686: 1684: 1669: 1663: 1662: 1660: 1658: 1643: 1637: 1636: 1624: 1618: 1617: 1615: 1613: 1597: 1591: 1590: 1588: 1586: 1566: 1560: 1559: 1557: 1555: 1546:. 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Index

J. Howard Miller
We Can Do It (disambiguation)

American World War II wartime poster
Westinghouse Electric
Rosie the Riveter
feminism
Smithsonian
first woman
prime minister of Australia
National Archives and Records Administration
Geraldine Hoff Doyle
Michigan Women's Historical Center and Hall of Fame
Naomi Parker

GM
attack on Pearl Harbor
General Motors
United Auto Workers
graphic artist
Art Institute of Pittsburgh
oil

East Pittsburgh, Pennsylvania
Micarta
Rosie the Riveter
Norman Rockwell
Memorial Day
Saturday Evening Post
Office of War Information

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