Life, 1912-04-18 · page 34 of 54
Life — April 18, 1912 — page 34: what you’re looking at
What you’re looking at
This is **primarily a Vacuum Oil Company advertisement** for Gargoyle Mobiloil, not a political cartoon or satire. The page uses early 20th-century marketing rhetoric to establish authority. The small **illustration of an early automobile** at top-left serves as a visual anchor—not caricature, but a contemporary product reference showing the machines requiring their lubricant. The advertisement's **argumentative tone** is notable: it defensively asserts the company's expertise by citing contracts with navies, steamships, 70+ foreign auto manufacturers, and military aircraft. This suggests competitive claims about lubricant superiority were common in the era. The lengthy **tables listing automobile models** with corresponding oil grades (A, B, etc.) occupy most of the page—this is technical product information, not satire. The humor, if any, lies in the **deadpan analogy**: "No one would think of using the same lubricant for a sewing machine and a battleship. The needs of two motor cars often differ quite as widely." This uses absurdist comparison for persuasion—treating oil selection with almost military-grade seriousness. **Context**: Early automotive standardization required convincing consumers that different cars needed different oils.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
iby eden No one lubric ating oil is best for all cars. This is absolute. This list shows the right oil for your car the letter oppo- tes the grade of that should be For example, rgoyle Mobiloil A." The mean- ing of the marks, * t $ 7 is shown at the bottom of the page. — For all electric icles use Gargoyle Mobil- oil A. Same recommendations cover both pleasure and commercial vehi- cles unless otherwise noted. Gargoyle _ Mobiloi user x Model of "ogo" "I2 Medel of AIALAt Caditac ().At ne BeBe Caditiac (4):At ' ah es n>sst GG. Wi atatat Chadwick’ ABS Chalmers SarS2b S>35 Bhar svecs2s Ghark Chics Giant Lanse mB ‘Autocar Com. ATAZATAT Autocar (4)-ATATATAZAS > >p>>dea eom>>> tee B > dade>p>>>>Sar>>> AS BIBtB AVATAR ATATALAL BB! We will make it clear. But, first, in the light of care- less statements on lubrication, we will make plain our right to speak with authority. UNDER its Gargoyle trademark the Vacuum Oil Company sup- plies lubricants to— The floating armament of the world’s leading naval powers. To leading ocean steamship com- panies throughout the world. Outside of the American market, to over seventy foreign automobile manu- Sfacturers. To practically every aeroplane in active use, both private machines and the military aeroplanes of the leading powers. To leading manufacturing plants at home and in every quarter of the globe. For over half a century we have made lubricants, not as by-products, nor as temporary profit makers, but as a serious business. In power-engineering circles, our standing as the authoritative leaders in high-grade lubricants is unques- tioned. ‘oop 10°12 H URNING to automobile lu- brication: Carbon deposit, as a factor, is widely misunderstood. Proper filtration will remove, from lubricating oils, the greater part of Model of Cunningham. Curtiss 2e 2>>s ‘8010 A 4 = STP EEE Tn >> C: 4 kg > Soe " + + Seed hi ie F a Es > rey ote At SreetATATATAt S 1 Ute Gargorle Mobilow E in winter 826 3 8 = 3 3 1 Use Gargoyle Mobiloit Arctic in winter the free carbon. But lubricating oils area hydro-carbon product, In burning, they must leave some residue. The amount of carbon deposited in the cylinders depends partly oy the carburetion and gasuline com. bustion, partly on the oil, partly on its fitness for the car. ; The majority of cars, in using the oil best suited to them, get ‘he great. est freedom from this ann: vance. But carbon deposit is ¢ dangerous guide in choosir rect lubricating oil for a car. terally a the cor- urticular There is only one guic sound: that is What oil yields the high st horse. power? You may not care for speed. But, to safeguard your car, you do want its greatest horse-power cfiiciency. Wasted horse-power results from restrained action—either from fric. tion or some other injurious deter- rent. As oil saves power, it follows that one oil saves more power than an- other. To get the highest horse-power from your car, you must use the lubricating oil best suited to it. Tt is of the utmost importance that you use that oil and no other. No one would think of using the same lubricant for a sewing machine and a battleship. The needs of two motor cars often differ quite as widely. The correct oil for a Fiat, for in- stance, is absolutely the wrong oil for a Packard. a ATASASAS BAS AAA ASAE Halla TATATATE MartKrattid) HartKratt(4) Harrison... Matha Be § Bi $ Use Garcozte Mobitest Arctic The : rings ™ the pis' length necting tems; period, valves | Befor bricatic and ot! must b N pl I or analyz domest foreign Alto: quired cating « So f. filtered We by fri¢ many ¢ correct VAC Vacuum 0) BO! Vacuum O Ccomicbooks.com