WWII revolutionized the magazine industry in that it changed the role of women from seductress (juxtaposed with the vamps of the roaring twenties) to working girl. Because so many men were overseas fighting the war, magazines emphasized the fact that women should work outside the home. The overall message that magazines gave women during this time period was that not only should women work outside the home but they should also not neglect their duties at home. It was here where the role of women changed. Not only were they supposed to be the dutiful wife and mother, concerned citizen, but also hold a job outside of the home. This was to be done all in the name of family and allegiance to their country.
