Swiffer Ad Pulled Over 'Rosie the Riveter' Imagery

BusinessLeave a Comment

Share this Post

During World War II, 'Rosie the Riveter' became an American propaganda icon for encouraging women to take on jobs normally associated with men. With many men serving overseas, U.S. women took factory jobs producing munitions and other war supplies. Now, home cleaning products company Swiffer has come under fire for using 'Rosie' imagery in a steam cleaner ad that could be construed as sexist.

As cited by Boing Boing in a post on Monday, Heather Beschizza was the first to spot the odd implications of the ad. She tweeted out a pic of the ad, along with an appropriate jab about Swiffer's view of women cleaning kitchens:

Swiffer's Rosie the Riveter ad

Swiffer has now responded to the criticism it received in the wake of the Boing Boing post. The company stated that it did not intend to offend anyone and that it is now "working hard" to remove the image from its ads. Swiffer has even paid to promote its apology on Twitter:

(Image courtesy Heather Beschizza)

Leave a Reply