'Do With Less' WW II Rationing Poster

'Do With Less' WW II Rationing Poster

This poster, released in March 1943, depicts an appealing 'GI Joe' drinking coffee from his canteen cup. Rationing of consumer goods was introduced in March 1942 and continued throughout World War II and nearly one year after, ending in 1946. Government-sponsored ads, radio shows, pamphlets and poster campaigns such as this one, urged the American people to comply.

The poster is a good example of how photography was combined with poster art during the war. This design became so popular that it was reprinted in several larger sizes and with slightly different headlines. Three sizes were produced by the Office of War Information: 22 x 28 inches, 28 x 40 inches,and 21 7/8 x 23 7/8 inches. This is poster number 37 in the OWI series during World War II.

The man in the photo is Thomas J. Murray, who died on 16 October 2002 at the age of 87 and was buried with military honors. Through this poster, Murray served as the face for rationing from 1943-1945.

Download a larger version: 440x623 pixels (171KB file). Click Add to Cart:

Add to CartView Cart
Today in WW II: 18 Jun 1940 General Charles de Gaulle broadcasts from London, calling on all French people to continue the fight against Nazi Germany.  More ↓
18 Jun 1940 Winston Churchill speaks to Parliament, concluding, "...if the British Empire and its Commonwealth last for a thousand years, men will still say, 'This was their finest hour'".
18 Jun 1941 Nazi Germany and Turkey sign treaty of friendship.
Visit the Olive-Drab.com World War II Timeline for day-by-day events 1939-1945! See also WW2 Books.