Life, 1912-05-23 · page 27 of 44
Life — May 23, 1912 — page 27: what you’re looking at
What you’re looking at
This is primarily a **Gargoyle Mobiloil lubricant advertisement**, not satirical content. The "Life" magazine branding appears to be part of the ad layout rather than editorial material. The page advertises Vacuum Oil Company's motor oil products by claiming market dominance: they supply lubricants to 75% of the world's battleships, ocean liners, aircraft, and seventy foreign automakers. The implicit argument is that if military and commercial industries trust their product, consumers should too. The humor—mild by modern standards—lies in the pun "oily" (describing both oil and insincere claims): "Words and claims—no matter how oily—won't lubricate your car." This deflates marketing hype while promoting their supposedly science-based approach. The bulk of the page is a technical **lubrication guide chart** listing 111 automobile makes (Abbott Detroit, Alco, Apperson, etc.) with recommended oil grades (A, B, D, E, Arctic) for different years (1908-1913). The small illustrations of ships, factories, and planes reinforce the advertiser's claims about industrial reach. This reflects early 1910s-era marketing emphasizing technological credibility and global scale.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
CPRE Why we lead the world in lubrication In addition to the American market, we supply lubri- cants to over 79 foreign automobile mai facturers. We supply Inbricants, to the tavies of the world’s leading naval powers. Words and claims—no matter how oily — won't lubricate your car. Your business sense ask “Who made the oil?" We will sketch briefly the experience behind the oils recommended below. Power-engineers all over the world recognize the authoritative leadership of the Vacuum Oil Company. From Stockholm to Cape Town, from New York to Shanghai, leading manu- facturing plants depend on our Gar- goyle brand lubricants. We supply 75% of the world’s battle- ships, most of the ocean greyhounds, and practically every aeroplane in act- ive use. Outside of the American market, we furnish lubricants to over seventy foreign automobile manufac- turers. Such buyers show small interest in words and claims, or price per gallon. They select an oil for only one reason —because it gives more and better lu- brication per dollar expended. That necessitates both the right qual- ity of oil and the correct grade for the purpose. The success of Gargoyle Mobiloils with American and foreign automobilists is due to exact manufacturing methods. Before making our recommendations, we analyzed the construction of every American car and practically every foreign make. That was not easy. But correct lubrication is not an easy problem. Different makes of automobile motors differ widely. Several distinct grades of lubricating oil were needed. We produced these oils, distilling and filter- ing them to remove free carbon. ‘The various grades were given the following names: Gargoyle Mobiloil "A." Gargoyle Mobiloil “E Gargoyle Mobiloil “D.” Gargoyle Mobiloil ‘ Gargoyle Mobiloil “Arctic.” Below you will see listed the correct grade of oil for 111 makes of automobiles—for both Summer and Winter. Space limits the list of cars. On request we will supply our more complete list with recom- mendations. Gargoyle Mobiloils are put up in barrels, half-barrels, in 5 and 1 gallon sealed, white cans. All’ are branded with the Gargoyle, which is our mark of manufacture. They are handled by the higher class garages, auto-supply stores and others who supply lubri- cants. VACUUM OIL COMPANY Rochester, U. S. . Dastributing Warehouses in the Principal Cities of the World. We supply lubricants to prac tically every aeroplane in active use. We supply lubricants, to the -ading ocean steamship com- panies ail over the world. We supply lubricants to lead- ing manufacturing, plants ia every quarter of the globe. A guide to correct Automobile lubrication Explanation: In the schedule, the letter opposite the car indicates the grade of Gargoyle Mobiloil that should be used. For example, ‘‘A"* means ‘Gargoyle Mobiloil A." tneane “Gargoyle Mobiloil Arctic" For all electric vehicles use Gargoyle Mobiles) A. ‘The recommendations cover both plese and commercial vehicles unless otherwise voted, MopEL oF tort | 198 MODEL OF 1908 1909, 1910 | tort MODEL OF tort CARS CARS CARS. Aobort Detroit. ‘Aleo. ar (Gi (exh Com re S, E>>p>a>! >! wee. >> >. wale; Saenta>, pole pupae! >: >, = E>>>! >>>>>mme> >| seoner Teent Gon. Hodson. >>| summer Be: 3 ppppeaeap sen >to| una z eee eeeeery F>>>>>>>>mm3>3 >| sammer > po3aioni bed te £ >p>>?: > td >. > FS peawees 5 Stawell ov “Gol Mercedes. Mercedes Knight. peprrwe tol sana! Sessnpsiel wan ae SEE wine Bod ws Panhard Knight.. Peerless. . Pennsylvania, Prerce Arro i Com’ ning Rog >>Raaaa: >>3e: >bopdzureaedaode: ppret>>| nace Sine F>>>z te: >>e}: fad >) my ad >, om >>> 3: y: >>>, mm >, oo) 2: meet >p me we SS loupnbibaan! spo} wbeza! >a. ] SpSunszipooaoe ppondezzapere> Seen; > DU; Dapp! paapi aah: pme>! >>>! Stoddard Dayton Stoddard Dayton= Knight 2 m3: poe S555 >F3 23 > 03 tel winer pepo>>>>balnean BooFhora topes a el amee fF eeF! we} rorwed ce FR >>a>>33: Beapopd. Boe: proapo> SESeES >. aRRa TRI a8 >>>>>>>>> is Ona: Sin a: o pokimesduaeda pporda teed aoa? = > i oe! po as = 8 >o a >i pubes o>e>>>>>! >>u>>>>>' Mobiloil A grade fer each type of motor. > 2 | >>! om & comicbooks.com