Life, 1918-07-04 · page 31 of 36
Life — July 4, 1918 — page 31: what you’re looking at
What you’re looking at
This is not a political cartoon but a **full-page advertisement** for Gargoyle Mobiloils by the Vacuum Oil Company. The "satire" is rhetorical rather than visual: the headline contrasts "science" (proper lubrication based on engineering analysis) with "guesswork" (haphazard, incorrect oil choices). The article argues that early automobile owners used trial-and-error methods for engine lubrication, but the Vacuum Oil Company pioneered scientific approaches to oil manufacturing. The right side features a detailed **chart recommending specific oil grades for different automobile models**—presented as evidence of their professional, data-driven expertise versus casual consumer guessing. The message: using the wrong oil "pouring trouble into your crank case"; using their scientifically-formulated Mobiloils guarantees better power, less wear, and fewer repairs. This reflects **1920s-era advertising strategy**: positioning industrial products as modern, scientific solutions to consumer problems, establishing the manufacturer as the authoritative expert.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LTEE ailing? er day stand fice so itially, nee a y she eneral “e be- sir, r tell- id go. yer, ife— next le to from beak plied frea address Lo ! Science vs. Guesswork How “‘hit-or-miss”’ lubrication RICTION in any power plant —whether steel mill or auto- mobile engine—is the worst enemy of economy and full power. The practical need for something to reduce friction brought about the first use of lubricants. Fish oils and animal fats were first used. It was later found that petroleum would yield different types of lu- bricating oils of marked superiority. Development in the manufac- ture of different grades and classes of lubricating oils came at a for- tunate 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 engine could yield the efficiency aimed at. The Vacuum Oil Company were the first manufacturers of petro- leum residual lubrica..ts; and were the pioneers in the gave way to the scientific use of oils tomobile lubrication, the Vacuum Oil Company simply pursued its professional methods which were already well established in other fields of power-production and transmission. The Chart of Automobile Rec- ommendations at the right repre- sents our professional advice. In using the oil specified for your car, you will use oil whose correctness was determined by very thorough and careful engineering analysis of your engine. The oil specified combines high quality with correct body. It will give you: (1) Increased power—noticeable par- ticularly on the hills. (2) Reduced carbon deposit. (3) Reduced gasoline consumption. (4) Reduced oil consumption. (5) Freedom from unnecessary re- pairs. If you use an oil which less correctly meets your engine conditions from a sci- entific standpoint, you are almost surely pouring trouble into your crank case. Write for 64-page booklet containing complete discussion of fieldofscientificlu- GARGO? > your lubrication prob- bieaton anddem- = lems, list of troubles 2 with remedies and onstration of power complete Charts of saving by the use of proper lubricants. In taking up au- Mobiloils A grade for cach type of motor Recommendations for Automobiles, Motor- cycles, Tractors and Motor-boat Engines. In buying Gargoyle Mobiloils trom your dealer, it is safest to, purchase in original packages. has not the grade specified Domestic Branches: Detroit, Boston, Kansas City. Kan., New York, Chicago, Philadelphia, Indianapolis, Minneapolis, Pittsburgh, Des Moines VACUUM OIL COMPANY, New York, N. Y., U.S. A. Specialists in the manufacture of high-grade lubricants for every class of machinery. Obtainable everywhere in the world k for the red Gargoyle on the container. If the dealer Sor your car, he can easily secure it for you. he four grades of Gargoyle taleication, purised to Gargoyle Mobiloil “A' Gargoyle Mobiloil SY oot: fae TOE RR RP SFE [wow Bi YYSFFYSFSET. FEST FE F>3E o> te kook SPER TIER UIT UR T INERT INTIS? poe te ped >> Sin Bin $Seots SSIES EET SS ES ESS SE TES SEY oie iene oFEEEEY EF THis es BP ob EF oe Yolsi ol ofovvsntofls: ost peri seers ncishtroeli vont > To>ri> p> >: >>tt SERRE TE Fiken> ot fot Fee FFF ¥ > fone a8 bok >>> b> fone Ff ¥¥ FES STE oF fonot> oki> piohotoion> 5 ETT TE BS Sitti Simic i o¥orkon ¥>k> F >! Toioinpa>>. divprom dia. prin: p>dirrdrone. be paar >on Eoivinin> Yop poke > >i> >>> >> ie ¥ ¥e> Fe 9 F ¥> FEREE TYR oy >t fk >> > hm wii FE o> Sia ¥ re Yn FESTEY>>3SEF Y¥ Yo o> Foe ook Foote ¥oEookott LeSeasis3i is Fn SFeFETE FEE S¥¥, Yet Tm oottoke bee Bilin Fiereeoten> Fi ppwer im ppriviny aa Si mis z i head ered fea Borel gear are Mobil. Olt Company's ‘brofessional PRP SF >e ESSE 7 F aes SEI TRAE ET ew Fars 7837 ¥ ti in Torre = YY SFFF