Life, 1916-04-13 · page 35 of 46
Life — April 13, 1916 — page 35: what you’re looking at
What you’re looking at
This is primarily a **Vacuum Oil Company advertisement**, not satire. The page contrasts "hit-or-miss" lubrication practices with scientific, engineered oil selection for automobiles. The cartoon imagery shows oil containers of increasing size, illustrating standardized grades. The central argument: proper lubrication requires professional engineering analysis, not guesswork. The company positions itself as the pioneer bringing "scientific" methodology to automobile maintenance. For modern readers: This reflects early automotive culture (likely 1920s-30s) when engine care was poorly standardized. Different cars required different oils, but consumers often used whatever was convenient—"pouring trouble into your crank case," as the text warns. Vacuum Oil Company marketed Gargoyle Mobiloils as the solution: a chart-based system matching specific oils to specific vehicles, backed by "thorough and careful engineering analysis." The satire is implicit: it mocks careless motorists while positioning the advertiser as the rational, scientific alternative. This was persuasive marketing in an era when automotive maintenance lacked clear standards.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
E about ne ing St tock ne went curious bt then d from 75 Science vs. Guesswork How “‘ hit-or-miss’’ lubrication gave way to the scientific use of oils Five-gallon can Thirty-gallon drum grades come in above packages and in addition in fifty five-gallon stect d Friction in any power plant —whethersteel mill or automo- hile motor—is the worst enemy of economy and full power. The practical need for some- thing to reduce friction brought about the first use of lubricants. It was found that petroleum oil would yield a lubricating oil which had many marked advantages, and would produce different types of lu- bricating oil Development in the manufacture of different grades and classes of lubric ils came at a fortunate time. For mechanical arts developed rapidly Unless the lubricating problems were properly met, mechanical de- velopment would fail in its aim. Only the properly lubricated e1 or motor could yield the efficiency aimed at © Vacuum Oil Company were the first manufacturers of petroleum residual lubricants, and were the pioneers in the fiell of scientific lubrica- tion and demonstration of power saving by the use of prope) lubricants. GNESI id wooden half barrels and barrels. In taking up automobile lubrica- tion, the Vacuum Oil Company sim- ply pursued its professional methods which were already well established in other fields of power-production and transmission. The Chart of Automobile Recom- mendations on the right represents our professional advice. In using the oil specified for your car, you will use oil whose correct- ness was determined by very thor- ough and careful engineering analysis of your motor. The oil specified combines high quality with correct body. It makes for: (1) Increased power — noticeable particularly on the hills. (2) Reduced carbon deposit (3) Reduced gasoline consumption. (4) Reduced oil consumption. (3) Freedom from unnecessary re- pairs. If you use an oil which less cor- rectly meets your motor conditions from a scientific standpoint, you are almost surely pouring trou- ble into your crank case. If your car is not listed in the Chart the right, a copy our complete Lubricating Chart will be sent you A grade for cach type of motor goyle Mobiloils from your dealer, it is safest to purchase in original packages. Look, for sargoyle on the container. For information, kindly ad VACUUM OIL COMPANY Iress any inquiry to our nearest office - Rochester, N. Y.,U.S. A. Specialists in the mmeastectere of high-grade lubricants for Kab? f class of machinery. btainable everywhere in the worl CorrectAutomobileLubrication Explanation: —- The four grades of Gar. gople Mobiloils, for gasoline motor lubri cation, purified to re are: i Arctic cic. ‘The recommendations cover all mod. cls of both pleasure. and commercial vehicles unless otherwise "TERE Valles ter costes Uecrioss act sucloeed chains use Gargoyle Mobiloil s year ‘round. and, differential, use " the year id. Exceptions—For ‘inter lubrication of pleasure cars use goyle Mobiloil “Arctic” for worm drive and Gargoyle Mobiloil “A” for eee al Domestic Branches: Detroit New York Philadelpbia Minneapolis Boston Chicago Indianapolis Pittsburgh Kansas City, Kan. bevel gear drive comicbooks.com