Life, 1914-03-12 · page 31 of 44
Life — March 12, 1914 — page 31: what you’re looking at
What you’re looking at
This is primarily **advertising, not satire or political content**. The page promotes Gargoyle Mobiloil motor oil through what appears to be an educational guide. The opening cartoon strip at top shows nine identical cars with varying fill patterns under their bodies—a visual metaphor illustrating the text's central claim: only one oil grade is correct for each specific car model. The repetition emphasizes the specificity and importance of matching oil type to vehicle. The accompanying guide charts list automobile makes (Alden, Apperson, Auburn, etc.) cross-referenced with recommended Gargoyle Mobiloil grades by year. This represents early automotive consumer education—the market for automobiles was still relatively new, and proper maintenance wasn't yet standardized knowledge. The message is essentially: "Don't guess at oil choice; use our scientific analysis to find your car's correct grade." It's consumer-directed marketing framed as technical expertise, typical of 1910s-1920s advertising that positioned corporate products as solutions to modern mechanical complexity.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Only 1 oil in 9 is correct for your car That is conservative. There are two vital factors in automo- bile motor lubrication. One is the oil's quality. The other is the fitness of the oil’s body for your type of motor. Phere are many variations in the body of oils. Only one is correct for your motor. There are also many variations in quality. But, under the heat of service in your motor, only one quality will show maximum Jubricating efficiency. What if your oil is below the highest quality or incorrect in body? Loss of power or undue friction, or both, must result. Repair bills follow. Consumption gasoline and oil mounts up. Two motor demands You may “want” correct lubrication. you will seldom get it by chance. is of the utmost importance that you find whose body suits your motor and whose quality offers the highest protection after the oil has been distribute: It is now generally known that oil of corr » for your car can be determined onl detailed motor analysis—backed by set lubricating experience How friction hides We_are sometimes asked why incorrect lu- hrication does not always show up quickly im a motor. of But That is an interesting question. Some years ago motor parts were more ex- posed. Cars were often under-powered. Noise, overheating and loss of power gave the m« torist timely warnings to investigate his lubrication, But today most motors are amply powered and are largely closed in. Loss of power ma not be noticed. Sound is deadened beneath metal jackets, Parts are frequently out of sight and hearing. It is much like smothering an alarm-clock under a pillow. The noises of friction are now partly smoth- ered. But the friction still exists. There is only one safeguard against undue friction—correct lubrication. The Solution As a fundamental step in producing the oils specified in the Chart below we analyzed the motors of every make of automobile. We found widely varying condi Correct lubrication for every ‘type of motor demanded several grades of oil. Keeping before us the special requirements of gasoline engine lubrication, we manufac- tured these grades from selected crude stocks. In our Lubricating Chart we then specified © of Gargoyle Mohiloil for ery year by fresh analyses and monstration, this Chart is brouglit up to date to cover the models for that year. This Chart, printed in part below, for a num- her of years has been a standard guide to cor- rect lubrication. Our complete Chart will be mailed you on request. Make a note of the grade of Gargoyle Mobiloil specified for your car. Make sure that _you secure it—buying preferably in the original barrels, half-barrels and sealed five- allon and one-gallon cans, marked with the red Gargoyle, ‘Then there can be no doubt that your oil will be séientifically correct for your car in both body and quality. You will use the “one” oil essential to the longest life of your car and the greatest pleasure in motoring. On request we will mail a pamphlet on the lubrication of Automobile Engines. It de- scribes in detail the common engine troubles and gives their causes and remedies. The various grades of Gargoyle Mobiloils, purified to remove free ‘hon, . Gargoyle Mobiloil ‘A’ Gargoyle Mobiloil “B” Gargoyle Mobiloil ““E"" Gargoyle Mobiloil “ Arctic” can be secured from all garages, automobile supply houses, hardware stores, and others who supply lubricants For information, kindly address any inquiry to our nearest office. VACUUM OIL CO. Rochester, UL S.A reliable They Specialists in the manufacture of high-grade lubricants for every class of machinery. Ob- tainable everywhere in the world. ycHes: DETROIT — nOSTON BRANCHES: ‘vera Bldg. 49 Federal St CHICAGO PITTSBURGH Fisher Bldg. Farmer's Bank Bldg. LNDIANAPOLTS indiana Pythian Bldg. NEW YORK Broadway PHILADE ath Ch MINNEAPOLIS Plymouth Bldg, A guide to correct Automobile lubrication Explanation: In the schedule, the letter opposite the car indicates the grade of Gargoyle Mobiloll that should be used. ‘Gargoyle Mobiloil Arctic.” For all electric vehicles use Gargoyle Mobiloi Winter 3 Witer bid Bi >: SS: S| wine ifetiiti FESS FR TT 3| wine | © Bioeogee>: >> >|Saume it Fitts Sep! oi >>: 9 [Sanne srs sae iT 7: we wee weseges; wey yee = babatecoes ieee elon Tews: m>aehey: >>aa>>>>>h >|Samme pam, wear warama nena sn s| Winter we>te ppl ba Dom: goles = S HiiLeoii ee BEDS Ce iti LIC (ain Keenan? ernatiqnal Isterstate Jackson (2 eyt) - at) tier: Pi pep: p>ae>: be Tosh Fin Mobiloils A grade for each type of motor moor. oF > 3 >| Scammer 303 h| wine SoH m| winwe Teg iets m>>i ma Maxwell @6)1) aa). = * Gol) EaRaa: The recommendations cover both oleasure “A™ means “Gai commercial vel For example, joyle Mobiloil A." “Arc,” toon (6 51) National. Ostia, ‘Oidemebit| Overland. Packard [oeeei > oa pus>pd>sirai >ah>>>: 5) >>|samal Paige Detroi Pathiinder Peerless. Preree Arrow. Coen Tepe Harter! SS Wiaten