Judge, 1927-07-30 · page 36 of 36
Judge — July 30, 1927 — page 36: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not satire or political commentary. It promotes "Ethyl Gasoline," a fuel additive developed by General Motors Research Laboratories. The ad argues that while automobiles have advanced significantly from early "horseless buggies," gasoline itself hasn't improved—it still "knocks" (explodes prematurely) under high compression and heat, limiting engine efficiency. The solution: Ethyl brand anti-knock compound, mixed into regular gasoline to create a superior "super-gasoline." The decorative border of repeated "ETHYL" logos emphasizes brand recognition. Two car illustrations (vintage and modern) visually underscore the contrast between old and new automobiles. The ad targets consumers directly, claiming Ethyl Gasoline is available nationwide at branded pumps and promising unprecedented engine performance. The Ethyl Gasoline Corporation (New York) positions their product as essential for modern automotive development.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ETHYL ===} Automobiles have improved but—— what about gasoline? Ir ISa far cry from the “horseless buggy” of yesterday to the automobile of today. But the first cars and the latest cars are alike in one fundamental respect: doth depend on gasoline for fuel. Gasoline is not a perfect fuel. It has always had one inherent fault. It explodes too quickly (“knocks”) as temp erature and compression incre ase. Carbon increases both temperature and compression beyond the point at which the present day automobile is designed to operate efficiently on regular gasoline. And the full efficiency of the modern motor car and its continued development have both depended upon the discovery of a “knockless” fuel. After eight years of experiment, General Motors Re- search Laboratories developed Ethyl brand of anti- knock compound, 2 chemical ingredient which leading oil companies are mixing with their regular gasoline to form Ethyl Gasoline. Ethyl Gasoline is she efficient fuel for automobiles of today and tomorrow. This super-gasoline will give your engine a performance such as you have never known. It is available throughout the United States and Canada and is sold at pumps which display the “ETHYL” trade- mark. Try it today. Erxyt Gasotine Corporation, 25 Proadway, New York > > y> ETHYL GASOLINE QUADRI-COLOR CO., JAMAICA, Ns Y comicbooks.com