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Swiffer Turns ‘Rosie the Riveter’ Into a Homemaker, Feels Backlash

Swiffer Ad
mediaite.com

A new Swiffer advertisement depicting WWII icon “Rosie the Riveter” as a house-cleaning homemaker has rubbed people the wrong way.

Heather Beschizza reportedly came across the ad on a Sunday newspaper insert and tweeted it out. BoingBoing picked up that tweet and a minor Internet firestorm grew from there. Naturally, Swiffer promptly issued an apology, promising to put the kibosh on the ads immediately and forever: “We are aware of the concerns regarding an image in a Swiffer ad. Our core purpose is to make cleaning easier for all consumers, regardless of who is behind the handle of our products. It was not our intention to offend any group with the image, and we are working to make changes to where it is used as quickly as possible.”

I thought about this and I really like that they depicted a Mother and homemaker as tough as “Rosie the Riveter” from the iconic World War II posters.  Women today have a lot of responsibilities in keeping their household running well.  This shows her a strong woman, as tough as Rosie was during those very hard times.

Swiffer Ad
washingtonpost.com

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