Visual Analysis of a Poster

Cesar Chavez
University of Texas at El Paso

Visual Analysis of We Can Do it!

Abstract
The poster to be analyzed is an American wartime propaganda poster which was created in 1943
as an inspirational image to boost worker morale. There are several ethos, pathos, and logos
elements which to analyze in this visual analysis. The background of this poster and how it
affected the United States will also be discussed throughout this visual analysis.
Analysis
The We Can Do It poster emerged from a photograph taken by J. Howard Miller in 1943 for
Westinghouse Electric as an inspiration to boost worker morale. The poster was directly mainly
to women during World War II. The poster was released during World War II, but it didnt catch
much popularity until the early 1980s to promote feminism and other political issues beginning
in the 1980s.

Ethos
The poster emerged in 1943 from an image taken by J. Howard Miller with the purpose of more
consideration towards women efforts and roles during World War II. The protagonist of the
poster was a woman called, Geraldine Hoff. Geraldine was a woman who worked in the
American Broach & Co. of Ann Arbor, as men started enlisting and being drafted for the war of
World War II, women started to take a role in male-only affairs; including factory work.
During World War II many women started to become more independent by working, but their
jobs were not only for women, they were taking the jobs of men who left to war, which not only
made them more independent but generate a portrayal of stronger, self-reliable women.
Pathos
One of the most important rhetorical elements in this poster is pathos. With the large quote
reading We Can Do It! it encourages women to be in a group and get involved in something to
make a difference. It also evokes a sense of patriotism. Geraldine Hoff is wearing a typical blue
shirt with a red bandana; just the color choices of her clothing depict a very patriotic feeling. It
also appeals a sense of patriotism simply because at that time of war women who involved would
know they would be helping their country in a time of need.
Logos
In this poster logos is used through the woman portrayed in the poster, also known as Rosie the
Riveter. She is displayed as a pretty woman but also strong and with a brave character. The
image of her flexing makes the spectator sense that women are strong and they are able to do any
job they are asked to perform. It also enables women to visualize themselves as strong women
who are able to do anything a man can do; as taking factory jobs. At the bottom of the poster
there is another good reliable source, it says War Production Co-ordinating Committee which
gives a hint as to what organization put the poster out. This organization is a government run
organization which makes it a reliable source.
Conclusion
This poster was mainly put out to encourage women to work in factories and help their country
during World War II. The part of women in the work-force during World War II was very
important because there were many jobs in factories that men left behind to go to war. This
poster appears very simple; however its rhetorical elements are extremely strong and effective.
This poster does a very good use of rhetoric because it uses ethos, pathos, and logos very
efficiently.

References
We Can Do It! (n.d.) Retrieved from:
http://www.acclaimimages.com/_gallery/_free_images/0420-0611-13144657_we_can_do_it_rosie_the_riveter_poster_o.jpg
Wikipedia. We Can Do It! (n.d.) Retrieved from:
http://en.wikipedia.org/wiki/We_Can_Do_It!