The role of pin-ups in war time morale during World War II cannot be understated. Pin-up images featuring women such as Rita Hayworth and Betty Grable were widely distributed among soldiers as part of morale-building campaigns. These calendars reveal the militarization of erotic imagery—where sexuality served ideological functions. They also underscore how visual erotica was deployed to manage distance, anxiety, and masculine identity in the context of global conflict. In this article, I will discuss how these calendar girls were used to boost troop morale, what they symbolized for soldiers, and how their popularity reflects larger cultural trends.
Pin-up calendars featuring actresses like Rita Hayworth and Betty Grable became ubiquitous during World War II. The U.S. Army Air Force even published its own pin-up magazine, Yank, which included images of Hayworth and other actresses posing in uniform. According to historian Linda Grant De Pauw, "the pin-up girl offered a fantasy world that could never become reality." This suggests that these images functioned both as sex symbols and embodiments of national pride. Soldiers would hang them up in barracks or tape them inside their lockers as an expression of heteronormative fantasy and idealized masculinity. Their widespread distribution reflects how military officials sought to bolster soldier morale through the promise of a happy ending after the war, whether it involved romance with a Hollywood starlet or returning home to one's wife.
The pin-up calendar girls also reflected broader social and political changes taking place at the time. As sociologist Robert J. Stacy notes, the 1940s saw a greater emphasis on consumerism, materialism, and individualism—all of which played into the construction of the perfect American woman. These women, with their long legs and hourglass figures, were seen as objects of desire that could be consumed by men. This ideology was further reinforced by the rise of mass media, which helped create a national culture of celebrity worship and sexualization. In this way, the pin-up calendar served as a symbol of American prosperity and power.
Finally, the popularity of these calendars reflects larger cultural trends surrounding intimacy during wartime. Men were separated from their families for extended periods of time, often living in close quarters with other soldiers. The pin-ups provided an outlet for their sexual desires while also helping to manage anxiety about separation and distance. For example, one study found that soldiers who received pin-ups reported lower levels of stress than those who did not. This suggests that visual erotica served as a form of escapism and coping mechanism for many servicemen.
In conclusion, pin-up images played an important role in boosting troop morale during World War II. They served as both sex symbols and embodiments of national pride, while also underscoring how visual erotica was deployed to manage distance, anxiety, and masculine identity in the context of global conflict. Their popularity reflected broader social changes taking place at the time, including the rise of consumerism and celebrity culture. Overall, they provide a fascinating window into the interplay between gender, sexuality, and warfare in mid-twentieth century America.