Life, 1914-04-16 · page 33 of 44
Life — April 16, 1914 — page 33: what you’re looking at
What you’re looking at
This page is primarily **advertising for Gargoyle Mobiloil**, a motor oil product by the Vacuum Oil Company. Rather than traditional cartoons, it uses persuasive messaging disguised as consumer advice. The "satire" targets **careless car owners** who casually request "a quart of oil" without specifying quality or type. The ad warns that this casual approach causes: - Excessive engine wear and premature aging - Poor resale value (citing an auction where $2000-$5000 cars sold for as low as $100 due to motor damage) - Higher maintenance costs The message is essentially: **your negligence is expensive**. By framing proper oil selection as technical expertise requiring a detailed "Chart of Automobile Recommendations," the ad positions Gargoyle Mobiloil as the solution for responsible car owners. The social commentary is subtle: it mocks working-class carelessness while appealing to middle-class aspirations for proper maintenance and vehicle value preservation. For 1914 readers, this represented emerging consumer culture anxieties about new automobile technology.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“ETFE: It may be a dull “thump” at every revolution of the main shaft. It may be “knocking ” of worn wrist-pins. It may be “hissing” within the cylinders. It may be “ knocking ” caused by excessive carbon deposit. When a comparatively-new car pounds and racks its way along the roads it is seldom necessary to ask what brought on premature old age. Generally it is un- due friction—resulting from incorrect lubricating oil. A way to invite prema- ture noise is an off-hand request, “ Give me a quart of oil.” “Give me a quart of Oil” increases Maintenance Cost If the oil's quality is low, a larger quantity is necessary to maintain a film. If its body is incorrect, you have in- complete protection for the moving parts. In either case excessive friction-drag results. Fewer miles are obtained from each gallon of gasoline. Your fuel and repair bills mount up. This common waste is the frequent result of, “Give me a quart of oil.” “Give me a quart of Oil” reduces Second-Hand Value What fixes the selling price of a used car? (1) The condition of the motor. (2) The condition of the chassis. (3) The condition of the body. The motor is the vital part of the car. The motor condition therefore, is most important. At a recent sale in New York City, second-hand cars of uniformly prominent makes were auctioned off. The bodies were in good condition. The prices of the cars originally ranged from about $2000 to $5000. The selling price in some cases was as low as $100. Why? Because the motors and other moving parts were badly worn. Was the wear due to long service? No. The age of most of these cars disproved that. Premature wear was evident. It is safe to say the owners of these cars had used the common expression— “Give me a quart of oil.” They paid a high price for their carelessness. How to secure the correct oil for your car O not say, “Give me a quart of oil.” You -want an oil whose body is cor- rect and whose quality is best suited to the requirements of your motor. Ask for that oil and get it. Below we print, in part, our Chart of Automobile Recommendations. This Chart is the result of the most far-reaching and thorough study of auto- mobile lubrication that has ever been made. It was prepared by a company whose authority on scientific lubrication, for every class of machinery, is recognized throughout the world—The Vacuum Oil Company. It was prepared after a careful analysis of the motor of each make and model of American and foreign car. For a number of years this Chart has been the standard guide to correct auto- mobile lubrication. The superior efficiency of the oils speci- fied has been thoroughly proven by prac- tical tests. | Make a note of the grade of Gargoyle Mobiloil specified in this Chart for your car, Then make sure that you get it. You will then give your motor oil of body and quality which will yield you the fullest power, the greatest freedom from | friction, and the greatest pleasure in motoring. If your car is not listed below, send for our complete Chart of Recommendations. In buying Gargoyle Mobiloils, it is safest to purchase in original barrels, half-barrels and sealed five-gallon or one- gallon cans. Look for the red Gargoyle on the con- tainer. On request we will mail a pamphlet on the Lubrication of Automobile Engines. It describes in detail the common engine troubles—and gives their causes and remedies. The various grades of Gargoyle Mobiloils, purified to remove free carbon, are: Gargoyle Mobiloil “A” Gargoyle Mobiloil “B” Gargoyle Mobiloil “E” ° Gargoyle Mobiloil “Arctic” They can be secured from reliable 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, U. S. A. Specialists in the manufacture of high-grade lubricants for every class of machinery. Obtainable everywhere in the world. BRANCHES: DETROIT Ford Bldg. PHILADELPHIA ath & Chestnut Sts. BOSTON, 49 Federal St. INDIANAPOLIS Indiana Pythian Bldg. GARGOM. LP Mobiloils A grade for each type of motor NEW YORK 29 Broadway MINNEAPOLIS Plymouth Bldg. CHICAGO Fisher Bldg. PITTSBURGH Fulton Bldg. y >| Wister a 305) i comicbooks.com