Every Shell Bought May Save the Life of a Canadian in Action

A die-cut counter card shows Canadian-marked fighter aircraft with a pilot in the foreground under the text 'Every shell bought may save the life of a Canadian in action'. The tell for fear-appeal is the personal stake of a serviceman's life attached to a purchase; the tell for transfer is the aircraft imagery.

Propaganda techniques used in this poster

Fear appealTransfer

Date

1939

Period

Second World War

Made by

Die-cut counter card; issuer not stated; part of a shell-purchase series; Canada inferred

Region

North America

Country

Canada

Medium

Poster

Issuer type

State

Regime

Mackenzie King Government

Leader

William Lyon Mackenzie King

Audience

Domestic public

Purpose

Fundraise

Themes

Economy and finance, Home front

Event

World War II

Source

Unidentified Source blurred: contractors, cutouts, buried disclosure

Source

U.S. National Archives and Records Administration, Record Group 44, World War II Foreign Posters, retrieved October 3, 2026

Rights

Held by NARA, Unrestricted; hosted by owner decision
Die-cut counter card; issuer not stated; part of a shell-purchase series. National Archives and Records Administration, 44-PF-620b.

EVERY SHELL
BOUGHT
may save the Life
of a Canadian
in Action