During World War II, the United States turned to the female gender roles that underpinned American society and commodified them in print media to sell the war effort and female participation in it, resulting in the appearance of hands, lips, and legs in propaganda, makeup advertisements, and pinup images. This phenomenon reflects how physical presentation indicates social anxieties and American constructions of gender, as well as how the female body is imbued with cultural symbolism.
"The Anatomy of Patriotism: The Commodification of American Gender Roles and the Female Body in World War II Print Media,"
Voces Novae: Vol. 11
, Article 1.
Available at: https://digitalcommons.chapman.edu/vocesnovae/vol11/iss1/1