Life, 1913-03-27 · page 5 of 60
Life — March 27, 1913 — page 5: what you’re looking at
What you’re looking at
This page is **not a political cartoon or satire**—it's primarily **advertising content** disguised as advice. The article "A guide to correct Automobile lubrication" presents itself as practical motoring advice, explaining that motor wear results from friction and that proper oil selection is crucial. However, the entire piece functions as an extended advertisement for **Gargoyle Mobiloil**, a lubricating oil brand. The tables listing car makes and recommended oil grades (A, B, C, D, "Arctic") are essentially product placement, guiding consumers toward specific Gargoyle products. The Vacuum Oil Company (Mobiloil's manufacturer) positioned this as editorial guidance while promoting brand loyalty. For modern readers: this represents early **advertorial marketing**—blending commercial messaging within seemingly authoritative consumer guidance, a practice that remains common today.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
What will the year 1913 do to your car? a ape on ‘ Every motorist must face the above question. — ae BE it =e ——4i See ae = ~~~ At the end of the season the value of your car will depend almost wholly upon the condition of your motor. That will depend mair cating oil you‘have used. Motor-wéar is not acciden- tal. It results from friction. Excessive friction is bound to follow the use of an oil whose “body" is unsuited to your feed system, or whose lubricating qualities cannot properly with- stand the demands of service. Common results are: (1) Undue loss of power. (2) Unnecessary repair troubles. (3) An excess consumption of fuel. (4) An excess consumption of lubricating oil. To avoid these losses, your motor must be supplied with: (1) An oil that will retain nly on the lubri- efficient lubricating qualities under the heat of service. _ (2) Anoil that will wear well in, use. (3) Oil of a “body” that will properly feed to the various friction points. Motors differ. No short-cut method can determine the oil that best meets your feed requirements. The construction of your motor must be analyzed and carefully considered. The piston clearance must be known; the fit of the piston- rings into their recesses; the length of the crank shaft and connecting-rod bearings; the feed system; the length of the vacuum period while intake and exhaust valves are both closed. We have undertaken this serious roblem with the thoroughness that as established our standing in the general lubricating field. To arrive at correct automobile lubrication we have done what must done. ery year we carefully analyze the motor of each make of automobile. Based on this motor-analysis, and on practical experience, we specify in a lubricating chart (printed in part on this page) the grade of Gargoyle Mobiloil best suited to your motor. The superior efficiency of the oils specified has been thoroughly proven by practical tests. In sheer lubri- cating quality, we can safely say that they stand dlone. So far as correct lubrication can assure it, the grade of Gargoyle Mobiloil specified for your car as- sures: (1) The greatest horse-power effi- ciency, a The smoothest operation. 3) The fewest repair troubles. (4) The lowest operating cost per mile, (5) The longest life to your motor: (6) The greatest second - hand value. Throughout the world you will find that the authoritative leadership of the Vacuum Oil Company in matters of lubrication is unquestioned. The lubricating chart on this page represents our professional advice. you use an oil of less-correct “sedge or of lower lubricating efficiency than that specified, your motor faces unnecessary friction and ultimate serious damage. In buying Gargoyle Mobiloil from dealers it is safest to purchase a full barrel, half-barrel, or a sealed five- gallon’ or one-gallon can. See that the proper name and the red Gargoyle, which is our mark of manufacture, appear on the con- tainer, A booklet, containing our com- plete lubricating chart and points on lubrication, will be mailed you on request. The various grades of Gargoyle Mobiloil, refined and filtered to remove free carbon are? Gargoyle Mobiloil ‘*A’ Gargoyle Mobiloil “‘B Gargoyle Mobiloil ‘‘D Gargoyle Mobiloil ‘E” Gargoyle Mobiloil ‘‘Arctic’’® They can be secured from all re- liable garages, auto-supply stores and others who supply lubricants, VACUUM OIL CoO. Rochester, U.S. A. BRANCHES: New Yore. Derrorr Rostox 29 Brosdway Fort Bldg. 49 Federal St. CHICAGO PHILADELPHIA. INDIANAPOLIS Fisher blig. 4th &Chestnat Sts. Indisna Pythian Bldg. Distributing warchouses in the principal cities Of the wen td, A guide to correct Automobile lubrication . J 2 In the schedule, the letter opposite the car indicates the grade of Gargoyle Mobiloil that should be used, For alt electric vehicles use Gargoyle Mobiloil A. means “Gargoyle Mobiloil Arcti The recommendations cover both pleasu: For example, “A” means ‘Gargoyle Mobiloil A.” commercial vehicles unkss otherwise not “Are. Winter wh>ua>, >>, >) Oa) >>haa>> >>>>a [Sunn Four >>. me Da>>omi md: mw ws, Sbadae>: waaea : oer eu>: m> vi weaap>mom>: >yes>aea: Some eae: ma: Boas Sst Hi re ea re a> = aa: PErg>e >; >>>>mq: & d >>Raam in Rasen: in Fmgaa>>aaaa: =e oo AB aR fw Mobiloil A grade for each type of motor os >aa wed mmm>na: £5] Winter > Hi DO: >A>purad DdArsarg: D>>aa>>>A>>>>|Samme Of>aw 9:9 ho Sa>wbaae: SaaRaaaT DOT aa? P>>>GF9>>G >>>>| Sammer ie gunman: i: Htmstitiitetes He Seis Bou ks: wi whe >pmse: ee >>>a> o> wo wi wa bu asi wi bam pemam es Carag a>>ardo. >srqur>r> Ros>awaa>>a>a0 Aanaaaae> Cites a comicbooks.com