Judge, 1928-01-14 · page 36 of 36
Judge — January 14, 1928 — page 36: what you’re looking at
What you’re looking at
This is a **product advertisement**, not political satire. The page promotes Texaco Golden Motor Oil to American motorists, likely from the 1920s-30s era. The illustration depicts a family or group examining a child's leg or lower body, presumably to demonstrate the product's benefits—the headline "Take a good look at what you can't see" refers to oil flowing invisibly inside an engine. The advertisement's pitch centers on a practical problem: **cold weather**. In winter, inferior motor oils thicken and fail to lubricate properly, causing engine damage. Texaco claims its oil flows instantly in cold conditions ("Texaco flows instantly") and maintains consistent viscosity across temperature extremes—it won't congeale in winter or break down in summer heat. The ad emphasizes purity (free of paraffin wax) and scientific credibility, directing readers to consult Texaco's "Lubrication Chart" for proper winter grades. This represents early automotive marketing positioning premium oil as essential vehicle maintenance.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
THE TEXAS COMPANY, Cold day—cold engine—cold oil on the starter—battery takes hold—over she goes. Spark fires the gas—five hun- dred or more thrusts of power inside every one of the cylinders every minute—perhaps eight or nine down strokes in each cyl- inder the first second. What's the oil doing? Is it congealed by cold—too stiff, too sluggish to lubricate? Or is it golden Texaco Motor Oil, al- ready flowing, feeding, doing its work? (Texaco flows instantly —at the first stir of the starter.) Texaco Motor Oil is both vis- ibly and scientifically pure, free Foot of cars, of paraffin wax and cyl- inder stock (substances present in many motor oils causing them to slow up under cold). Possessing full viscous body, it does not ‘*break down" at high-speed heat; nor does it “run away"’ under severest pressure. Remember Texaco Golden Motor Oil is sold everywhere— wherever you see the Red Star and Green T. Ask to see the Texaco Lubrication Chart. It will tell you the authorized winter grade of Texaco Golden Motor Oil for your particular type of engine. Insist upon it. TEXACO GOLDEN MOTOR OIL ee ee Se 17 Battery Place, New York City, Texaco Petroleum Products — $$ — FULL BODY a QUADRE-COLOR CO, JAMAICA. N fe comicbooks.com