Life, 1918-04-11 · page 31 of 44
Life — April 11, 1918 — page 31: what you’re looking at
What you’re looking at
This is primarily **advertising content**, not editorial satire. The page promotes Gargoyle Mobiloils through a public-service message about proper engine lubrication. The cartoon at top shows a car experiencing "friction-drag"—a visual pun depicting the vehicle literally dragging behind itself, illustrating the consequences of using incorrect oil. **The satire's target**: Not politics, but consumer carelessness. The repeated phrase "Give me a quart of oil" represents lazy, generic requests—drivers asking for any oil without specifying the correct type for their engine. This was genuinely problematic in the 1920s-30s, when different automobile engines required different oil viscosities. **The joke**: Each section catalogs specific mechanical failures (worn bearings, carbon deposits, noise) supposedly caused by this casual request, building absurdist humor through repetition and escalation. The accompanying chart and technical specifications serve the actual advertising purpose: convincing readers that only Gargoyle Mobiloils' scientifically-formulated grades would prevent these problems. This represents early **brand differentiation marketing**—positioning a product as superior through technical expertise rather than mere claims.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
cll me n had d had “Give mea quart of Oil” This careless request may bring costly penalties One of the surest ways to invite friction-drag and engine trouble is to say,‘ Give mea quart of oil.” “Give me a quart of Oil’’ invites LOSS OF POWER You can get full compression— complete power—only by using oil whose body suits your engine. Correct body is seldom secured saying, “Give me a quart of oil! “Give me a quart of Oil’’ invites WEAR OF BEARINGS Bearings differ widely in type and size. For every oil that suits your engine bearings, you will find many which will cause undue fric- tion. An almost sure start toward bearing trouble is “Give me a quart of oil.” “Give me a quart of Oil’’ invites CARBON DEPOSIT Guesswork won't eliminate this trouble. Suppose the body is too light for the piston clearance, The oil then works too freely into the combustion chambers. In burning, excess carbon accumulates unless. the oil's ash is light and naturally expelled through the exhaust. An easy road to carbon trouble . “Give me a quart of oil.” ‘*Give me a quart of Oil’’ invites WEAR OF PISTON PINS The location of the piston pins within the heated pistons and the slight oscillating motion. of the pins or bushings demand an oil which will spread readily, yet maintain the proper film between the pins and bushings. To encourage piston-pin trou- bles prematurely, it is only neces- sary to say, “Give me a quart of oil.” “Give me a quart of Oil’’ invites SCORED CYLINDER WALLS Scoring frequently results from oil of low lubricating quality. Often, also, the oil's body is too light. Too often the traced straight to quart of oil.” can be me a blame “ Give “Give me a quart of Oil’’ invites NOISE 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 undue friction—resulting from incorrect lubricating oil. A way to invite premature noise is an off-hand re- quest, “Give me a quart of oil.” ‘*Give me a quart of Oil’’ increases MAINTENANCE COST Ii the oil's quality is low, an ex- cess quantity will be consumed and still the proper film will not be maintained, If its body is incorrect, it may fail to reach and protect all mov- ing parts. In either case, excessive fric- tion-drag results. Fewer miles are obtained from each gallon of gasoline. Your fuel and re; bills mount up. This common waste is the fre- quent result of “Give me a quart of oil.” **Give me a quart of Oi!”’ reduces SECOND-HAND VALUE At an auction sale in New York City, second hand cars of uni- formly prominent makes were auctioned off. The bodies were in good condition. The prices of the carseoriginally ranged from about $1000 to $3000. The selling price in some cases was as low as $200. Why? Because the engines and other mechanical parts were badly worn. Was the wear due to long ser- vice? No. The age of most of these cars disproved that, Pre- mature 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 of the highest quality and of the correct body to meet the lubricating requirements of your engine. Ask for that oil and get it. At the right we print, in part, rt of Automobile Recom- This Chart is the result of the most far-reaching and thorough study of automobile 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 a alysis of the Inbr of each make and model of American ind foreign car. been recor le to correct For years this Chart h. nized as the scientific gu automobile lubrication. The superior efficiency of the oils specified has been thoroughly proven by practical tests. Make a note of the grade of Gargoyle Mobiloils specified in this Chart for your engine. ke sure that you get it Mobiloils A grade for cach type of motor You will then give your en) the highest quality and of 1 Its use will result in Saving of fuel Maximum power aving of oil Minimu The requirements of the tran’ and differential of your car are important. The correct grades of ( Mobiloils for the tran ferential are specified bh Chart of Recommendations which you will find on your dealer's wall Write for 64-page booklet conta complete discussion of your 1 problems, list of troubles with rex and complete Charts of Recommenda tions for Automobiles, Motorcycles. Tractors and Motor-boat engines. Tn bi rgoyle Mobiloils your dealer. it is safe original packages. Look goyle on the ine! dealer has not the grade s your car, he can easily secure it to purchase in for the red If the fied for VACUUM OIL COMPANY, New York, N. Y., U. S. A. Indianapolis Pittsburgh Specialists in the manufacture of high-grade lubricants for every class of machinery. Obtainable everywhere in the world. Domestic Detroit w York Chicago Branches: Boston Kansas City, Kan. Philadelphia Minneapolis Des Moines Correct Automobile Lubrication Explanation: The four grades of Gargoyle Mobiloils, for engine lubrication, purified to remove free carbon, are: “ar “Be Gargoyle Mobiloil “E” Gargoyle Mobiloil “Arctic” In the Chart below, the letter opposite the ates the grade of Gargoyle Mo! should be used. For example," A” means Gargoyle Mobiloi Are” means Gargoyle ‘Ar * ete. The rec- ommend; ns cover all models of both pleasure and commercial vehicles unless otherwise noted. 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