Life — March 27, 1913 — page 5: what you’re looking at

What you’re looking at

# Analysis 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.