Life — February 1934 — page 3: what you’re looking at

What you’re looking at

# Analysis This is primarily an **advertisement for Ethyl gasoline** (1934), not satire or political commentary. The ad features a man in formal attire with a knowing expression—described as someone with "better judgment"—who understands automotive value. The joke is straightforward: this sophisticated man recognizes that Ethyl gasoline, though only 2¢ more per gallon than regular fuel, represents smart economics. The ad plays on class aspiration—suggesting that discerning people judge quality in clothes, cars, and fuel the same way. The circular logo emphasizes that Ethyl contains lead (tetraethyl), which was marketed as improving fuel quality. This advertisement predates widespread awareness of lead's health dangers; the lead content was actually promoted as a selling point for "world's quality motor fuel."