Twice the life (1/2)

Browse pages
Current page

1

Current page

2

Current page

3

Current page

4

Current page

5

Current page

6

Current page

7

Current page

8

Current page

9

Current page

10

Current page

11

Current page

12

Current page

13

Current page

14

Current page

15

Current page

16

Current page

17

Current page

18

Current page

19

Current page

20

Current page

21

Current page

22

Current page

23

Current page

24

Current page

25

Current page

26

Current page

27

Current page

28

Current page

29

Current page

30

Current page

31

Current page

32

Current page

33

Current page

34

Current page

35

Current page

36

Current page

37

Current page

38

Current page

39

Current page

40

Current page

41

Current page

42

Current page

43

Current page

44

Current page

45

Current page

46

Current page

47

Current page

48

Current page

49

Current page

50

Current page

51

Current page

52

Current page

53

Current page

54

Current page

55

Current page

56

Current page

57

Current page

58

Current page

59

Current page

60

Current page

61

Current page

62

Current page

63

Current page

64

Current page

65

Current page

66

Current page

67

Current page

68

Current page

69

Current page

70

Current page

71

Current page

72

Current page

73

Current page

74

Current page

75

Current page

76

Current page

77

Current page

78

Current page

79

Current page

80

Current page

81

Current page

82

Current page

83

Current page

84

Current page

85

Current page

86

Current page

87

Current page

88

Current page

89

Current page

90

Current page

91

Current page

92

Current page

93

Current page

94

Current page

95

Current page

96

Current page

97

Current page

98

Current page

99

Sir,

By this time many of your readers will have received a copy of a circular letter concerning a new motor oil with twice the normal life. My copy starts with “We’d like you to be among the first to know…” and goes on with the usual ad-man’s poppycock “facts are revealed,” “It’s a thrilling story,” “You’ll want to try this revolutionary new Motor Oil.”

How many of your readers read the editorial comment on this new oil in a contemporary weekly? It is less “thrilling” but more informative:—

“At a retail price of 3s. 5 1/2d. a pint… 26s. a gallon, it is rather more expensive than ordinary multigrade oils—not unnaturally the price has been adjusted to maintain both the manufacturer’s and the dealer’s profit levels—but the average user’s annual oil bill will be about the same or slightly less.” [My italics.] Note the use of the word “adjusted” always used to announce an increase in price, and the unconscious cynicism of “not unnaturally” with its acceptance of big business ethics and the exploitation of consumers. I for one shall never willingly use this oil and indeed I scrupulously avoid all over-advertised brands of any commodity. How many of your readers, not themselves in the rat race, share my disliked of being treated as an affluent teenager?

C.A.M. Sellen.
Harston.