{"meta":{"version":"2.1","_links":{"self":{"href":"https://api.vam.ac.uk/v2/object/O101113"},"collection_page":{"href":"https://collections.vam.ac.uk/item/O101113/"}},"images":{"_primary_thumbnail":"https://framemark.vam.ac.uk/collections/2019MH1731/full/!100,100/0/default.jpg","_iiif_image":"https://framemark.vam.ac.uk/collections/2019MH1731/","_alt_iiif_image":[],"imageResolution":"low","_images_meta":[{"assetRef":"2019MH1731","copyright":"© Victoria and Albert Museum, London","sensitiveImage":false},{"assetRef":"2006BB5427","copyright":"© Victoria and Albert Museum, London","sensitiveImage":false}]},"see_also":null},"record":{"systemNumber":"O101113","accessionNumber":"E.1083-2004","objectType":"Poster","titles":[{"title":"The Vegetabull","type":"assigned by artist"}],"summaryDescription":"During the Second World War, civilians were involved in a war effort to a greater extent than ever before. The health of the nation was therefore considered directly pertinent to victory. This poster gives advice about diet and rationing in the context of dwindling supplies of meat and other produce. The humorous graphic metaphor makes the messsage memorable and is in tune with the positive wartime ethos of 'making do.' The Polish born design team Lewitt-Him produced wartime posters for the Royal Society for the Prevention of Accidents, the General Post Office and the Ministry of Food.","physicalDescription":"Illustration of a bull formed by a grouping of vegetables: its horns are represented by a parsnip and a carrot, its ears by cabbage leaves. The animal's head and body are also formed by an assortment of leeks, cauliflower and several root vegetables. On the horizon line at the right, two small brown cows observe the unusual beast. Black text printed below the image.","artistMakerPerson":[{"name":{"text":"Le Witt, Jan","id":"A13066"},"association":{"text":"artist","id":"AAT25103"},"note":""},{"name":{"text":"Him, George","id":"A13067"},"association":{"text":"artist","id":"AAT25103"},"note":""},{"name":{"text":"Lewitt-Him","id":"A13068"},"association":{"text":"maker","id":"AAT251917"},"note":""}],"artistMakerOrganisations":[],"artistMakerPeople":[],"materials":[],"techniques":[{"text":"colour lithography","id":"AAT190525"}],"materialsAndTechniques":"Colour lithograph","categories":[{"text":"Prints","id":"THES48903"},{"text":"Propaganda","id":"THES48902"},{"text":"Posters","id":"THES252963"},{"text":"Eating","id":"THES48963"}],"styles":[],"collectionCode":{"text":"PDP","id":"THES48595"},"images":["2019MH1731","2006BB5427"],"imageResolution":"low","galleryLocations":[{"current":{"text":"74","id":"THES49720"},"free":"","case":"9","shelf":"WALL","box":""}],"partTypes":[[{"text":"poster","id":""}]],"contentWarnings":[{"apprise":"No","note":""}],"placesOfOrigin":[{"place":{"text":"United Kingdom","id":"x29336"},"association":{"text":"made","id":"x28654"},"note":""}],"productionDates":[{"date":{"text":"1941","earliest":"1941-01-01","latest":"1941-12-31"},"association":{"text":"made","id":"x28654"},"note":""}],"associatedObjects":[],"creditLine":"Gift of the American Friends of the V&A; Gift to the American Friends by Leslie, Judith and Gabri Schreyer and Alice Schreyer Batko","dimensions":[{"dimension":"Height","value":"246","unit":"mm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"","note":""},{"dimension":"Length","value":"209","unit":"mm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"","note":""},{"dimension":"Thickness","value":"10","unit":"mm","qualifier":"","date":{"text":"","earliest":null,"latest":null},"part":"closed","note":""}],"dimensionsNote":"","marksAndInscriptions":[{"content":"'The Vegetabull'","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":"printed in black joined-up letters on white"},{"content":"'A vegetable dish made with [small colour image of egg carton] dried eggs or [small colour image of tinned milk] household milk is as good as a joint'","inscriber":{"name":{"text":"","id":""},"association":{"text":"","id":""}},"date":{"text":"","earliest":null,"latest":null},"description":"","interpretation":"","language":"","medium":"","method":"","position":"","script":"","translation":"","transliteration":"","type":"","note":"printed in black on white across the lower margin"}],"objectHistory":"","historicalContext":"","briefDescription":"Second World War poster encouraging the use of vegetables in meals. Designed by Lewitt-Him.  Great Britain, 1941.","bibliographicReferences":[],"production":"","productionType":{"text":"","id":""},"contentDescription":"","contentPlaces":[{"text":"United Kingdom","id":"x29336"}],"associatedPlaces":[],"contentPerson":[],"associatedPerson":[],"contentOrganisations":[],"associatedOrganisations":[],"contentPeople":[],"associatedPeople":[],"contentEvents":[{"text":"World War II","id":"V16"}],"associatedEvents":[],"contentOthers":[{"text":"bulls (animal)","id":"x30279"},{"text":"cows","id":"x30280"},{"text":"vegetables","id":"x35646"},{"text":"farming","id":"AAT192802"}],"contentConcepts":[{"text":"rationing","id":"x38317"},{"text":"war","id":"x35624"},{"text":"propaganda","id":"AAT55539"}],"contentLiteraryRefs":[],"galleryLabels":[{"text":"Eating for victory\n\nFood shortages in the UK during the Second World War meant meat was rationed. To encourage people to ‘make do’ with vegetables, the Ministry of Food commissioned this witty poster featuring a bull made up of vegetables – the ‘vegetabull’. It states: ‘A vegetable dish made with dried eggs or household milk is as good as a joint’.\n\nPublic information poster \n‘The Vegetabull’, 1941\nDesigned by Jan Le Witt and George Him \nCommissioned by the Ministry of Food, UK \nColour lithograph \nGift of the American Friends of the V&A; Gift to the American Friends by Leslie, Judith and Gabri Schreyer and Alice Schreyer Batko \nMuseum no. E.1083-2004\n\nThe object sits in the 'Crisis and Conflict' section of the Design 1900-Now gallery opened in June 2021.\n\n","date":{"text":"2021","earliest":"2021-01-01","latest":"2021-12-31"}}],"partNumbers":["E.1083-2004"],"accessionNumberNum":"1083","accessionNumberPrefix":"E","accessionYear":2004,"otherNumbers":[{"type":{"text":"Leslie Schreyer Loan Number","id":"THES50220"},"number":"LS.2213"}],"copyNumber":"","aspects":["WHOLE"],"assets":["2025PG0888"],"recordModificationDate":"2026-03-03","recordCreationDate":"2004-06-24","availableToBook":false}}