Life, 1927-07-07 · page 31 of 42
Life — July 7, 1927 — page 31: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward product advertisement for Ethyl Gasoline, published in *Life* magazine (page 27). The ad promotes Ethyl brand gasoline, an anti-knock motor fuel developed by General Motors Research Laboratories. The "knock" problem referenced was a genuine mechanical issue: engine knock (pre-ignition) caused power loss, vibration, and wear in early automobiles. Ethyl's anti-knock compound solved this problem, enabling higher compression ratios and better performance. The border design features repeated "ETHYL" circular logos and period automobile illustrations. The ad emphasizes technical benefits (higher compression, quicker acceleration, reduced gear-shifting) to appeal to automobile owners and engineers. The company address (25 Broadway, New York) anchors this as legitimate corporate advertising, not satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ETHYL ETHYL GASOLINE Erny Gasoiine has opened a new era in automo- bile performance. Ir nas banished that “knock” which has troubled automobile owners and engineers since the days of the first “horseless carriage.” Ir 1s without the one basic fault inherent in ordi- nary commercial gasoline: the tendency to explode too quickly (“knock”) as temperature and com- pression are raised. Kwockinc” means loss of power and a sluggish motor; increased vibration and wear and tear. Ethyl Gasoline knocks out that “knock” and more: Wirn ernyt Gasouine, higher compression means more power, greater flexibility, quicker pick-up, reduced gear shifting. Anp as carbon increases the compression of your motor, the deposits which heretofore have meant loss of power now mean extra power with Ethyl Gasoline. Ernyt GAsottnr is motor gasoline containing Ethyl brand of anti-knock compound, which was devel- oped by General Motors Research Laboratories. It is sold throughout the United States and Canada by leading oil companies at pumps which display the “ETHYL” trademark. TRY THIS SUPER-FUEL TODAY Ethyl Gasoline Corporation, 25 Broadway, New York ETHYL (==) comicbooks.com