Ads and editorials didn’t just urge women to take factory jobs. They also reinforced a few major themes about femininity and gender: Women are the weaker and ditzier sex, women’s most important role is to stay beautiful and feminine in any situation and women ultimately belong at home.
Many of the women in war jobs had been employed before Pearl Harbor, as the Great Depression led to a rise in lower-paid female employees. Advertisements about buying fridges to help war reconstruction efforts reflected "a search for a return to order” to satisfy men struck by “diminished ego capacity.”
The effect of this propaganda is outlined in Betty Friedan's The Feminine Mystique, where she points the finger at magazines for creating the stereotype of homemakers perfectly content to mind families and husbands.
These campaigns also had racist implications. In Bitter Fruit: African American women in World War II, Maureen Honey writes about the lack of media representing the 600,000 African American women in the labor force.
“[The] sea of white faces erased the contributions of African American women made to the home front war on racism, while it left for posterity the white images of Rosie the Riveter, the glamorous pinup, the female soldier, the compassionate nurse, and the brave mother.”
So, propaganda preached that "You Can Do It." But, not forever and you may not get credit for it.