The large majority of propaganda pieces, whether aimed at women helping from the home or women joining government units to serve, placed emphasis on supporting the men. Women contributed largely to World War II, but their accomplishments were viewed as secondary to the men's accomplishments since they were the ones fighting.
Making the boys proud and supporting the boys were what the government assumed women's motivations for supporting the war effort were. Women could support the war by rationing, donating, or volunteering their services but not by doing any actual fighting on the front lines.
The US government was the primary producer of these posters and the messages depicted on them are symbolic of the gender roles of the time. Women were predominantly housewives and mothers and these pieces show that with their language and clothing styles.