Life, 1918-10-10 · page 2 of 33
Life — October 10, 1918 — page 2: what you’re looking at
What you’re looking at
This page is primarily **advertising, not satire or political commentary**. The main content is a Gargoyle Mobiloils advertisement disguised as informational/editorial content. The large mechanical illustration shows automobile engine parts (pistons, gears, bearings, oil reservoir) with the headline "Costly parts" warning motorists about engine wear. The text presents three lubrication maintenance tips as if dispensing wisdom during "war times" when repair men are scarce and parts expensive. However, this is fundamentally a **product advertisement** for Gargoyle brand motor oils, positioned as a public service message. The "Correct Automobile Lubrication" chart on the right side is a sales tool recommending specific Gargoyle oil grades for different vehicle types. There is no political cartoon here—just commercial messaging dressed up as helpful guidance to consumers during the World War I era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Published Weekly at 17 West 11 York, N. ¥. Dollies. Single Copies. T Price in England, Sixpence. Costly parts War times demand that you protect them from undue wear. Three suggestions. ‘There is a serious shortage of automobile repair men You are going to find more and more dithiculty in get- ting repairs made. And you are going to pay more for repair service. Labor charges are up: prices of parts are higher and still on the rise Meanwhile many motorists are as unconcerned as ever about their cars. The needless wearing out of engine parts goes on. Why? Incorrect oil—incorrect use of oil—or both Here are three points which should be observed by every motorist: (1) Get the correct oil. You s! and of the correct body U ments of your car. The use of suc vi is the first most important step in the pr jon of your engine parts Maintain at all times an adequate supply of oil in the oil reservoir. Lack of attention to this may result in insufficient lubrication, premature wear, and in extreme cases—burned-out bearings. Drain old oil and replenish at proper intervals. |i your instruction hook advises fresh oil every 1.000 miles, do not run 1,300 or 2.000 miles hefore replacing. Oil gathers impurities and thins down in use through condensation of the fuel mixture, Running on such “oil” means prema ture wear to parts Tt will pay. you nd for the bool read the article beg page 3 subjects with authority and clearness in articles of Engineers, Address our nearest: branch Mobiloils A grade for cach type of motor In buying Gargoyle Mo original packages. 1. ht goyle or “ifthe dea ter has not the grade sp oF} + he ¢a secure it for 3 VACUUM OIL COMPANY, New York, U. sts in the manufacture of high-srade lubricarts for ry. Obtainable e Hoston Beonthes: Detroit Correct Automobile Lubricatioy How to read the Chart The four gra In the Chart below the car indicates Me that \