Life — March 16, 1916 — page 3: what you’re looking at

What you’re looking at

# Motor Efficiency Advertisement This page is **not satirical content but rather a straightforward advertisement** for Gargoyle Mobiloils lubricating oil, published in *Life* magazine (page 463). The ad promotes motor efficiency through proper lubrication, claiming benefits including reduced carbon deposits, improved mileage, and increased engine power. The "cartoon" elements—showing gasoline, crankcase, injected parts, and oil—are **product education diagrams, not satire**. A detailed lubrication chart lists recommended oil grades for various automobile models. The ad emphasizes that Gargoyle oils were scientifically formulated for specific engines, positioning the Vacuum Oil Company as an engineering authority. This represents early automotive advertising, when proper lubrication was a significant maintenance concern and manufacturers competed on technical specifications rather than brand image alone.