"She's a WOW" wartime factory worker poster
The pattern
This still is filed under Us-versus-them positioning.
Define
The buyer is invited into a side. The product is what we use. The named other is what we refuse.
Mechanism
Identity contrast. Choosing the offer is choosing a group. The out-group does as much work as the claim.
Verdict
The category is crowded
Why it works
It cleverly twists the melancholic phrase 'the girl he left behind' into an empowering statement of support. The visual juxtaposition connects her factory work directly to his combat action.
The big idea
The girl he left behind has not been left out: she is working on his weapons at home, so she is still standing behind him.
Lines from the ad
"THE GIRL HE LEFT BEHIND" IS STILL BEHIND HIMShe's a WOWWOMAN ORDNANCE WORKERSteal this when
You are recruiting for support roles and want to emotionally connect the recruit to the frontline workers.
The emotion
Written to Duty. It makes the Say move.
It turns 'the girl he left behind' into 'still behind him', so her ordnance work is framed as a job she does for the man at the front, not a separation she endures.
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