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Just look at how Rosie the Riveter projects herself. She is that symbol of strength. She is the epitome of a serious no nonsense straight shooter. Her arms are full of muscles that can obviously handle heavy machinery, let alone a tool that looks like a deadly weapon. Her stance, sitting upright but still a in a confident relax state indicating that this women isn't afraid of anything, hey, she's even wearing comfortable shoes that show the wear and tear of a hard working woman. She has dirt and grime on her as she eats her sandwich but she could care less because she exudes an assurance that all of her work is done and done well; well enough to help win a war for America.
I appreciate this portrayal of a women even though advertisers would suggest that she has lost her femininity for a more masculine look and that's what loans her her strength. They may even categorize her as a lesbian because she isn't giving her gaze to the audience and the presence of a man is absent. But that is the point, there is nothing sexual about her because she isn't selling a product that makes women insufficient in society but a necessity and major contributors.
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