Evening Star Newspaper, June 22, 1933, Page 42

JTHE EVENING STAR, WASHINGTON, D. C., THURSDAY, JUNE 22 1933, The Super Battle Of Super Adjectives HIGH powered adjectives are flying about the public’s ears in, a 'new battle of gasolme advertising; bemg fought out in large size ad- vertlsmg space in.the newspapers. It'all start- ed with, or in anticipation of, the marketing of gasoline containing “Q” compound, although that does not figure in the advertising. It looks as though supremacy in the struggle would go to the company whose advertising copy writers can think up the most words synonymous with quality, to which “super” can be prefixed. It all makes one think of the childhood argu- ment as to who would have the most money when he grew’ up, which always ended when one had mentioned a higher combination -of numbers than the other could match. The race for extravagant claims for gasoline now all has to de with the so-called “regular” grades. ¢ ¢ ¢ It would be most interesting to know what a station man would say to a motorist who now asked him why he should continue to buy a premium gasoline, if the regular grade will do all that the advertising claims for. it. The advertising of five big oil companies which has recently come across the editor’s desk, in each case, has claimed, in so many words, the highest in quality rested with its new regular gasoline. The exact claim in each case, as taken from the advertising is: “The result is a fuel in advance of the times, basically superior to all regular priced and, with few exceptions, all premium priced gasoline.” “The most powerful gasoline ever offered at regular, prices.” ‘“The highest anti-knock quality you have ever been able to get at the regular price.” ‘“The highest anti-knock ever crowded into a gasoline and still sold at the regular price.” ‘“Combining all the qualities your motor needs for perfect performance.” Along with the high powered words now be- ing unlimbered by the batteries of word slingers, giants in mail stride across the advertising pages, challenging who may come. Other giants, in other copy, hurl defiance back. It’s all very thrilling. New processes in refining are referred to in mystifying manner, as though the curtain was being half drawn to give an eager public a peek into that enthralling world of science where the secret is being wrested from Nature as to how to gain one more point in anti-knock. If gasoline advertising keeps on going through what we may later look back on as the ‘“patent medicine” stage, we may next expect to see testimonial letters, with photographs, such as used to run in the newspapers, simulating read- ing matter, except that the letters Advt. were at the bottom. We may see, in similar manner, the likeness of Tyrus Danceford, 123 Big Falls, Ia., who gratefully owes his health to using TaRaRa gasoline for three months and having his ton- sils removed; or of Underhill J. Slaughter, who owes his business success to five tankfuls of Non- paril motor fuel and being left $50,000 by a maiden aunt. Reprinted from an Editorial in NATIONAL PETROLEUM NEWS June 7, 1955 THAT TOOK THE WORDS OUT OF OUR MOUTH WE were getting ready to say something. Butsomebody else said it for us--no less an authority than the National Petroleum News, a leading oil trade journal. It reflects the sober thinking of the industry. This editorial from the National Petroleum News gives an idea how an unbiased voice in the oil industry feels about the present epidemic of wild challenges, promises, and guarantees. The American Oil Company from the outset has disap- proved the methods about which the editorial complains. It believes the motorist, too, will resent such insults to his intelli- gence--and will say so in no uncertain terms. The American Oil Company believes the motorist will have greater confidence in compames that avoid such sales and advertising methods. The American Oil Company products* are honest values --honestly described. Whenever they can be actually improved --we’ll improve them--not before. After all the present excitement is over; after the noisy claims are but a memory--merit alone will tell the tale. THE AMERICAN OIL COMPANY Executive Offt(t’\ BALTIMORE, MARYLAND matkers of * AMOCO-GAS * Orange AMERICAN GAS --.thc original special motor fuel--sold at a pre- --the o7iginal Orange regular gasoline, with a pure mium because - it costs more to make--does more petroleum base --unadulterated. Always sold for what --is worth more. it is--the best gasoline at regular gas price.