Monday, June 3, 2013

@Swiffer channels Rosie the Riveter to sell mops

The original poster, produced in 1943 by J. Howard Miller in 1943 for Westinghouse Electric as morale-booster for women workers, has since become an iconic image for female empowerment.

That is, until 70 years later, when Rosie was hijacked to sell cleaning supplies to women as part of the expectation that they're responsible for housework:

This image, which for the moment I can only find as a partial, was spotted and shared by Instagrammer  Heather Beschizza (@hbeschizza), later picked up by Boing Boing and Buzzfeed.

My favourite comment in the ensuing cascading PR fail is from Dan Savage:

Good luck with the spin, Swiffer.

This isn't the first time Rosie has been sent back to the kitchen:

Via Popular Feminism and Infotainment, May 2011


No comments:

Post a Comment