Life, 1917-03-15 · page 35 of 42
Life — March 15, 1917 — page 35: what you’re looking at
What you’re looking at
This is a **full-page advertisement** for Gargoyle Mobiloils, not a cartoon or satire. The page promotes the Vacuum Oil Company's lubrication chart system for automobiles. The central image depicts a dealer's shop scene where a car owner inquires about oil, with mechanics present. The accompanying text argues that most engine troubles (approximately 50%) stem from incorrect lubrication, positioning the dealer's wall chart as an authoritative solution. The chart itself—a detailed reference table visible on the right side—lists specific oil grades recommended for different car makes and models. The advertisement's logic appeals to dealers' practical concerns: they lack specialized knowledge in lubrication science, so the standardized chart provides credibility and customer confidence. The Vacuum Oil Company emphasizes its 50-year specialization in scientific lubrication to establish authority. The "Gargoyle" branding and color-coded oil grades (marked A, B, etc.) represent their product differentiation. This is straightforward **product marketing**, not political or social satire—typical of early automotive-era trade advertising emphasizing specialized technical knowledge and standardization.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
| look > fun- y are h ex- Slums dst a eings from /ages, s are labor ‘ofits, untry ts of rilege , of inces dof | our andy” | French nation com six | e. e Only je ever dal at ce ce Belgive ist Domestic Branches: Detrott New York Philadelphia Minnea | Make this Ch ee art your guide Look for it on your dealer’s wall Your oil runs low. for a fresh supply. You now come to a vital ques- tion. Whatoil will the dealer pour into your oil-reservoir? Will it be just ‘‘oil’’—or will it be the correct lubricant for your engine? Among thousands of dealers this is what happens: The dealer recognizes the make of your car—and the year’s model. He runs Is finger down the Vacuum Oil Com- pany’s Chart (shown above in miniature) until he finds your car’s make and model, Then he supplies you with the grade of Gargoyle Mobiloils specified for your car by the Chart. This oil will effectively seal your piston rings against power- waste, gasoline-waste and oil-waste, Why are thousands of dealers placing such reliance in this Chart? Experience has taught them that some- thing like 50% of all en- gine troubles are due to in- correct lubrication. They realize that scien- tific lubrication is a prob- lem for specialists. Since You stop GARE Mobiloil the dealer has neither time nor equipment for studying this intricate subject he draws on the experience of a recognized authority, That is why you find on his walls the large Chart of Recommendations, issued by the Vacuum Oil Company. If you inquire about the Chart you will find this: The Vacuum Oil Company for 50 years have specialized in scientific lubri- cation, Today their world-wide leader- ship in lubrication matters is unques- tioned in scientific circles, For years their Chart of Recommendations has been recognized as the only standard guide to correct automobile lubrication. In keeping this Chart up to date, each new model of every automobile is carefully ana- lyzed. This work involves lengthy and pains- taking engineering study by the Vacuum Oil Company's Board of Engineers. The recom- mendations of this Chart are proven correct by repeated practical tests, But nothing has given dealers such faith in this Chart as their ex, perience with the oils themselves. For no one knows better than the dealer how difficult it is to secure efficient lubrication—and how much efficient lubrication means. Write for new s6-page booklet containing complete’ discussion of your lubrication problems, list of troubles with remedies and complete Charts of Recommendations" for Automobiles, Motorcycles, Tractors and Marine’ Engines S A grade for cach type of motor every class of machinery, Je Mobiloils from your dealer, it for the red Gargoyle on the container. cat, kindly write our nearest branch, giving dealer's name ond'edfncs, VACUUM OIL COMPANY,R Specialists in the manufacture of is safest to purchase in original If the dealer has not the grade ochester, N.Y., U.S. A. high-grade lubricants for Obtainable everywhere in the world. wolis Boston Chicago Indianapolis Pittsburgh Kanaas City, Kan Des Moines Correct AutomobileLubrication Mots move Iree Gargoyle Mobiloil “A” Gargoyle Mobiloil Gargoyle Mobilei Gargoyle Mobiloil he leter opposite the oyle ota TE means cover ail models ef bs wrcial vehicles. unless otherwive cus TEETE ETT MEW PIEA RIES BeBe oe te fe lav fare are io aes A jared A fae] A [We oid S30 39 [oa Be Peete a Ga em a ON Pa it [ATRIAL a lee ee IA lar A faref A a AfA|A[A oe Ave [Ae [Ar Pere ia ale Ra a PAG ane a A leet a jan Chern Ded Dea stad) * if (iat OLA AT ALR LS Oana St re lArefare Are Hv Onevredet ec [Ave fave [Are Pare lAre on cared teats ici AY APRESS Cooneskon fare lee eon [A aLALAPST A bee] & fate far bee ota ©) A fae] A [ard Ar Detannay bedevine | “| efx Deemer are Aref lave] & [ate Fei [Iara Dntge A aved ec EE oon A fare] A Pee] A lee Epon (ey ar aes toa read foc Ave fave ef Fesera ee Fae fae ae fA Av ror Sfafeafaya roe eeleelele Fron ALALALAL ALA Gro A Ieee] A [ee far ate Aire] A bee Ape AYIA ar i ef A Ar] A ARG A ALATA area 1s Alec] Ab APR ALS oe < AAl Ala © Cat ear fae far Kaw! Rar Pa Pars sr Sem A ed A a : are Raa eae tan ce epee re AlAlala APR YR A ar] A lee (cass VATATA | ee fave fae Mee ® [ae apaL ala We [Ae fe ae nan | ore ee wat [ALA LR ES Ovwtand re Arcl Are | : alalafa é Ayala’ ede foe Ave Ae lave A Ian jue re Ar An ae aT ataTa Pre Arcbare An oi ARTSY S AIATALA se Cami. Ie ea LA Premier ALATA tae x Aref Pai RATER T Renoat AuAt Bro A beeed & [et Boke re Arelarc ar Bier eel Sees elefele Sen Hee Ae fae ae Soe ALATA TS Secena Kaiebe TAAL S| A cet A LAL BLA Serspe wat 1A ad Rie Stole A ed De Se APTA PRS a Nala Arc arc re far Ar fare alate We Are we comicbooks.com