The Bicycle Built for Woo 1947

Gil Elvgren made this oil painting titled "The Bicycle Built for Woo" at an unknown date. It exemplifies the pin-up style that defined much of his commercial work. Elvgren was one of many artists whose work in advertising shaped American culture in the mid-twentieth century. The image participates in a mid-century fascination with ideals of femininity and domesticity, but does so with a wink. Note the implied invitation in her gaze, as well as the coy revelation of stockinged thigh. Such images can be read as conservative in their objectification of women, yet they also suggest a playful, active female sexuality that seems forward-thinking. The popularity of pin-up art speaks to the power of advertising to both reflect and shape social norms. To truly understand this image, we might consult sources like advertising journals, sociological studies of gender roles, and histories of American consumer culture in the post-war period. The meaning of art is contingent on its social and institutional context.