---
title: John Bull Digs Deep Into His Pocket!
url: https://propagandaarchive.org/collection/uk-john-bull-digs-deep-into-his-pocket-1939/
description: A grid of seven panels (whisky, tobacco, sugar, tea, matches, beer, cigarettes) shows each item part-filled in black marked 'TAX'.
section: Collection
---

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3. John Bull Digs Deep Into His Pocket!

[![John Bull Digs Deep Into His Pocket!, 1939 UK poster: A grid of seven panels](https://propagandaarchive.org/collection/images/uk-john-bull-digs-deep-into-his-pocket-1939.jpg)](https://propagandaarchive.org/collection/images/uk-john-bull-digs-deep-into-his-pocket-1939.jpg)

# John Bull Digs Deep Into His Pocket!

A grid of seven panels (whisky, tobacco, sugar, tea, matches, beer, cigarettes) shows each item part-filled in black marked 'TAX', with retail price and tax in dollars beneath, under the caption 'John Bull digs deep into his pocket!'. The tell is the selection: only wartime tax on seven consumer goods is shown, with no totals, earlier rates or other revenue for comparison (card-stacking).

## Propaganda techniques used in this poster

[Card stacking](https://propagandaarchive.org/techniques/card-stacking/)

## Text on the object

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

```
WHISKY
Retail Price $4.60  Tax $3.20
TOBACCO
Retail Price $ .37  Tax $ .28
SUGAR
Retail Price $ .05  Tax $ .03
TEA
Retail Price $ .50  Tax $ .10
MATCHES
Retail Price $ .03  Tax $ .01
BEER
Retail Price $ .18  Tax $ .11
CIGARETTES
Retail Price $ .40  Tax $ .28
TAX (on each panel)
JOHN BULL DIGS DEEP INTO HIS POCKET!
```

[← It Depends on You and the Farmer Whether These Ships are Left Free to Carry Tanks & Guns](https://propagandaarchive.org/collection/uk-it-depends-on-you-and-the-farmer-ships-1939/) [John Bull is Pulling in His Belt! \[1\] →](https://propagandaarchive.org/collection/uk-john-bull-is-pulling-in-his-belt-1-1939/)

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- [Colour lithograph of the Latin text of the Res Gestae Divi Augusti on the wall of the temple of Roma and Augustus at Ancyra, with the heading in large letters (Perrot, Guillaume and Delbet, 1872)](https://propagandaarchive.org/collection/lithograph-res-gestae-ancyra-heading-0014/) (Roman Empire · 0014 · Card stacking, Glittering generalities)
- [Silver denarius of Vespasian, reverse IVDAEA with a trophy of arms and a seated mourning woman](https://propagandaarchive.org/collection/denarius-vespasian-judaea-capta-0070/) (Roman Empire · 0070 · Card stacking). Content note: A Roman victory coin showing a mourning female figure as the personification of the conquered province of Judaea after the Roman suppression of the Jewish revolt; shown as struck, with the historical context on the regime page.