---
title: C'est la guerre.... N'achetez que le nécessaire
url: https://propagandaarchive.org/collection/canada-cest-la-guerre-nachetez-que-le-necessaire-1939/
description: A large white elephant with an 'À vendre' [for sale] tag looms over a small ordinary couple, the woman clasping her hands and the man looking up with his
section: Collection
---

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3. C'est la guerre.... N'achetez que le nécessaire

[![C'est la guerre.... N'achetez que le nécessaire, 1939 Canada poster: A large white elephant with an 'À vendre' \[for sale\] tag](https://propagandaarchive.org/collection/images/canada-cest-la-guerre-nachetez-que-le-necessaire-1939.jpg)](https://propagandaarchive.org/collection/images/canada-cest-la-guerre-nachetez-que-le-necessaire-1939.jpg)

# C'est la guerre.... N'achetez que le nécessaire

A large white elephant with an 'À vendre' [for sale] tag looms over a small ordinary couple, the woman clasping her hands and the man looking up with his own hands behind his back; the text reads 'It's war.... Buy only what is necessary'. The poster is chiefly an instruction to curb spending; the one technique it uses is plain-folks, the everyday couple standing in for the viewer facing the unneeded purchase.

## Propaganda techniques used in this poster

[Plain folks](https://propagandaarchive.org/techniques/plain-folks/)

## Text on the object

Original (French) · read from the image, not independently checked

```
C'EST LA GUERRE....

À VENDRE

N'ACHETEZ QUE LE NÉCESSAIRE

[imprint:] PUBLIÉ PAR LE SERVICE DE L'INFORMATION, AVEC L'AUTORISATION DE L'HON. J. T. THORSON, MINISTRE DES SERVICES NATIONAUX DE GUERRE, OTTAWA  Imprimé au Cana[da]
[signature:] M Laren
[Translation: It's war.... For sale. Buy only what is necessary. Published by the Information Service, with the authorisation of the Hon. J. T. Thorson, Minister of National War Services, Ottawa. Printed in Cana[da].]
```

[← Canada's New Army Needs Men Like You](https://propagandaarchive.org/collection/canada-canadas-new-army-needs-men-like-you-1939/) ["Daddy Helps Build Them" To Protect Our Freedom →](https://propagandaarchive.org/collection/canada-daddy-helps-build-them-protect-our-freedom-1939/)

## More propaganda examples that use the same techniques

- [Trois Tetes sous l'meme bonnet (three heads under the same cap)](https://propagandaarchive.org/collection/trois-tetes-sous-le-meme-bonnet-1789/) (France · 1789 · Plain folks, Glittering generalities)
- ['This log cabin was the first building erected on the North Bend', Whig print by T. Sinclair, 1840](https://propagandaarchive.org/collection/harrison-north-bend-log-cabin-sinclair-1840/) (United States · 1840 · Plain folks, Transfer)
- [Treeing Coons (pro-Polk cartoon), 1844](https://propagandaarchive.org/collection/treeing-coons-polk-1844/) (United States · 1844 · Name-calling, Plain folks)
- [Zachary Taylor, People's Candidate for President (Currier banner), 1848](https://propagandaarchive.org/collection/taylor-fillmore-peoples-candidate-1848/) (United States · 1848 · Plain folks, Glittering generalities)
- ['Little Mac.' (from the Democratic presidential campaign songster)](https://propagandaarchive.org/collection/little-mac-song-sheet-feeks-1864/) (United States · 1864 · Bandwagon, Plain folks)
- [The peoples' choice, H. Greeley G. Brown](https://propagandaarchive.org/collection/peoples-choice-greeley-brown-1872/) (United States · 1872 · Bandwagon, Plain folks)
- [The working-man's banner. For President, Ulysses S. Grant, 'The Galena Tanner.' For Vice-President, Henry Wilson, 'The Natick Shoemaker.'](https://propagandaarchive.org/collection/working-mans-banner-grant-1872/) (United States · 1872 · Plain folks, Transfer)
- [The Chappaqua farmer](https://propagandaarchive.org/collection/chappaqua-farmer-1872/) (United States · Jul 1872 · Plain folks, Glittering generalities)