Life, 1918-05-02 · page 31 of 40
Life — May 2, 1918 — page 31: what you’re looking at
What you’re looking at
This is primarily **a full-page advertisement for Gargoyle Mobiloils**, not satirical content. The page promotes the Vacuum Oil Company's lubrication chart as a solution to automobile maintenance problems. ## Key Elements: **The Cartoon/Illustration**: Shows a vintage car (front view) and three figures (a dealer and customers) examining a wall chart—depicting the advertisement's central message. **The Pitch**: The ad argues that 50% of engine troubles stem from incorrect lubrication. It positions the Vacuum Oil Company's "Chart of Recommendations" as the scientific solution, endorsed by their Board of Engineers and tested across thousands of dealers nationwide. **Social Context**: This reflects early-to-mid 20th century consumer anxiety about new technology. Cars were still relatively complex and mysterious to owners; dealers couldn't be trusted to use correct lubricants. The chart promises to democratize automotive knowledge. **No Satire**: This is straightforward marketing dressed in the language of scientific authority and expertise—not parody or political commentary. It represents period advertising's appeal to technical credibility and professional standards.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
alIRESER? PR YIN NI em RE RS SSR ' Make this Chart your guide Correct Automobile! Lubrication Explanation: =The four or engine lubeic got spend- Took love, gesaess 1, you ufford | | harry . ape Look for it on your dealer’s wall a VERY time you stop for oil you face effectually seal your piston rings against a question which is vital to the life power-waste, gasoline-waste and oil- of your car. waste. from ba d 1 odds What will the dealer pour into your oil * . . ra of reservoir? Will it be just “ oil "or will HE Vacuum Oil Company for 50 PS che daa: it be the correct lubricant for your en- ears have specialized in scientific apes ia gine? lubrication. Today their world-wide “Syl aye The better type of dealer and garage leadership in lubrication matters is un- Ray man now realizes that something like questioned in scientific circles. For years melas] s 1 50% of all engine troubles are due to in- their Chart of Recommendations has Nes ba boat correct lubrication. been recognized as the scientific guide to faa pays | He realizes, too, that scientific lubri- correct automobile lubricati ARR Re | cation is a problem for specialists. And In keeping this Chart up to date, each rafal | since the dealer has neither time nor new model of every automobile is care- Fo mad rad od ' equipment for studying this intricate gute fully analyzed. This work involves alt ‘ ject he draws on the experience of a lengthy nd painstaking — engineering omit recognized authority study by the Vacuum Oil Company's ala That is why the large Chart of Recom- Board of Engineers. The recommenda- lays mendations, issued by the Vacuum Oil tions of this Chart are proven correct by aad be Company, is now fastened to the walls of | repeated prac rd thousands of supply shops and garages. ° But nothing has given dealers such faith in this When you ask one of these dealers for Chart as their experience with the oils them- oe he notes the makecof y : selves. For no one knows better than the dealer oil,” he notes the make of your car— how difficult it is to secure efficient lubrication and the year’s model. He runs his finger and how much efficient lubrication means. down the Chart (shown above in minia- —— ture) until he finds your igh file fors4 bage booklet con. ; + aining complete discussion 0 car's make and model. Then RGOY » sour lubrication problcats, lst he supplies you with the PASS etal s with remedies and | grade of Gargoyle Mobil- oils specified for your car by the Chart. This oil will Mobiloils- A grade for cach type of motor Charts of Recommen- for Automobiles, Mo- toreycles, Tractors and Motor- st to purchase in ner. If the dealer kra ly secure it for you. VACUUM OIL COMPANY, New York, N. Y., U. Specialists in the manufacture of high-grade lubricants for of machinery. Obtainable everywhere in the world has not the S. A. Domestic Branches: (eteit. Moston, Kansas City, Kan , New Vor. Chicaxu, Philadelphia, Indianapolis, Minneapolis, Pittsburgh, Des Moines 2 aE ES WE oS me EE SR a Pt comicbooks.com