Gee I wish I were a Man, I'd Join the Navy

Howard Chandler Christy’s Navy advertising design represents a significant shift in cultural perception of women during the 1900's.  This lithograph became a piece of media that allowed the blending of art and propaganda during World War I. The poster a women noting a remark about wishing to join the Navy.  Christy’s aim was to embodied an idealized image of the modern American woman: beautiful, athletic, and intelligent. He used this visual stereotype to rally both men and women to support the war effort.

At this time advertisements were heavily relying on romanticized imagery of women, mainly aimed at men, to inspire patriotism and enlistment.  By the end of 1918, more than 11,000 women had joined the Navy, inspired partially by images like the one found in Christy’s Ad. This poster in particular illustrates how advertising could simultaneously challenge and reinforce pre established stereotypes and notions.

Ad's around this time often aimed to engage viewers through bold visuals, and cultural ideals.  While these designs expanded perceptions of women’s roles by portraying them in active and skilled positions, they also perpetuated stereotypes by framing their worth through beauty.

Sources:
https://collection.cooperhewitt.org/objects/18505041/

https://wgs401.lib.miamioh.edu/exhibits/show/transformation-of-female-repre/pg2