This advertisement was created by the United States government and released to the public in 1942. On the surface, we can see a line of blonde-haired, white women dressed in the same attire. Below the women are the face’s of three men, each of them wearing a hat. The text on the image reads “98% of all procurable women have venereal disease,” followed by “Why bet against these odds?” Looking at the connotative implications, new conclusions be made. Considering the tight-fit clothing and high skirts of the women, it can be inferred that the US government intended to present these women in a sexual manner. The three male heads below the line of women substantiate this inference by means of facial expressions: the men’s faces appear to be entranced. Furthermore, the text suggests that due to the high percentage of women with sexually transmitted diseases, arbitrary fornication may not be sensible.
The US government intended for this image to appeal to adolescent and young adult men. Although the advertisement is applicable to men from all social and economic backgrounds, it was most likely directed toward the poorer classes; during the 1940s, abstinence was easier to achieve in richer communities, in which an emphasis on education steered people away from sexual activity until adulthood. In creating this image, the US government assumes the stereotype that young men are attracted to white, blonde hair, voluptuous women. The US government, as well as contraception lobby groups who would have economically benefitted from this image, demonstrates that while women may be aesthetically pleasing, they are still not worth the risk of contracting a venereal disease.
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