Life, 1915-03-11 · page 39 of 48
Life — March 11, 1915 — page 39: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not a political cartoon. It uses the rhetorical framing of a cautionary tale to market motor oil. The "danger" described is **false economy in car maintenance**. The ad argues that skimping on the $10 annual lubrication cost (using cheap oils) causes major expenses elsewhere—higher depreciation, repair bills, and fuel consumption—ultimately costing "real dollar leaps" rather than "penny steps." The satire is gentle and self-interested: it positions the reader as foolishly penny-pinching, then sells the solution—Gargoyle Mobiloil, the advertiser's premium product. The extensive charts below recommend specific Mobiloil grades for dozens of car models. For modern readers: this reflects 1910s-1920s advertising strategy, where educational messaging about product quality masked sales pitches. The arithmetic is designed to manipulate: acknowledging a small expense to justify a larger one.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Danger Pennies How false economy in lubrication often proves a boomerang je us look at some plain arithmetic. Suppose your car cost $1200. At the end of the year, you reckon on expenses and, roughly, you find: Depreciation in selling value, say $400 Tires, approximately 100 Repairs ? Gasoline, 5000 miles at 1c a mile 50 Insurance, say 65 Lubrication, perhaps as much as 10 $625 plus Lubrication comes last—at a trivial $10. a year. It is a human failing to treat such small outlays lightly. Some motorists do not yet realize that oils which can be sold at pared-down prices cause pared-down efficiency, and send total yearly expenses up--not by mere penny steps, but by real dollar leaps. * Consider depreciation: up so large? Not enough attention to that $10. a year. When all cars are given efficient oil for their motors, automobiles will command higher re- sale prices. Trace back most repair bills and again you find—not enough attention to that $10. a year. Gasoline consumption mounts up. The ex- perienced motorist knows that efficient lubrica- tion insures a higher mileage from gasoline. This is certain: Cheap, poor-wearing oils make noisy, quick-wearing motors. And worn motors soon wear out. If you use the grade of Gargoyle Mobiloils specified for your car in the art below, you may spend an added few cents a gallon. ut the gallon “wears” longer. Gasoline mileage is increased and avoidable repair bills and depreciation are eliminated, adding years to the life of your car. Why does it loom If you decide in favor of true economy in lubrication, you will find your scientific guide in our Chart of Automobile Recommendations which represents our professional advice. If your car is not listed, a complete Chart will be sent you on request. In buying Gargoyle Mobiloils from your dealer, it is safest to purchase in original packages. Look for the red Gargoyle on the container. The various grades of Gargoyle Mobiloils, puri- fied to remove free carbon, are: “an Gargoyle Mobiloil Gargoyle Mobiloil “B” Gargoyle Mobiloil “E” Gargoyle Mobiloil “Arctic” For information, kindly address any inquiry to our nearest office. VACUUM OIL COMPANY Rochester, N. Y., U. S. A. Spectalists tn the mansfacture of high-qrade lubricants for every clase of machinery. Obtainable everywhere in the wor Domestic Branches: New York Philadelphia Minneapolis Chicago Indianapoks Pittsburg Detroit Boston A guide to correct Automobile lubrication Explanation Gargoyle Mobil recommendatio: For all el Fp: >>>: >F>9>|Summer wi Boye. 58: wen: Ba: aaae: SSE iol Sap: io. inay- Belleville | Ssars wg, m>ay ppwbn, wE>s: In the schedule, the letter opposite the car indicates the grade of Gargoyle Mobil etic. tric vehicles use Gargoyle Mobiloil “A” cover all models of both pleasure and commercial vehicles unless otherwise noted. for motor OARS Mobiloils A grade for each type of motor CARS International. SESS LEE: F>om>) mFF>Z>F FRR Ar AAA that should be used. For example “A” me enclosed chains. For open chains and di 8 Gargoyle Mobiloil “A.” “Arc.” means rential use Gargoyle Mobiloil “C." The Winter ft >: 2882 = 3 RAL >>RARE AED: >>! >|Summer z SS Sse E>Roaa>aa>! 33: 4 | wine Paaaa a3 333 = a 5 aa > Raa: