Document 71GE6Omb30ZnxLxyyBdZnx5a6

A Ml m There's joker in the cheap paint can! WHEN you arc tempted by a "low price" arid alluring promises to use "cheap" paint on your house---STOP! There's <i joker m every can. It may (ooi( like paint. ft may .ond/like paint. But if it sell*; at a "cheap" price you can decide that it is made of poor or skimpy materials. And a poor pami is the most costly paint you can put on your house. dient is used in the average "cheap" white paint- Zinc oxide, another costly pigment, is the next essen tial ingredient. A liberal percentage of sine oxide com* bined with a large amount of white lead makes for a balanced formula--such as the formula of SWP Out side Gloss White House Paint. It assures a finish of superior wearing quality. Let the "formula" prove it More than 90% f die pigment content of SWP Outside Gloss White is made up of these two impor There is one way to prove that a "low price" house tant ingredients--white lead and sine oxide. paint is merely an inferior paint. Insist upon seeing the formula, either on the can or in the literature. Then compare it with the formula of fine old $WP which you will always find openly printed on every can. Note the big percentage of Whim Lead Carbonate and White Lend Sulphate used in SWPOutsideGloss White House Paint. White lead should he the basic ingredient of all white paint and light tints. It is cu these paints exactly what flour is to bread. See how much less of this basic ingre* m SWP covens 360 SQ.FCET PER. GALLON (1 CO ATS) CHAf> PAINT COVERS ONLY 2SO SO. Is E IT" PER GALLON (a COATS)* In the majority of "cheap" white panu> you will find only 50l t it - less. It is the liberal quantity of this expensive basic material in every can of SWP Outside Gloss White that gives this fine old paint irs remarkable covering capacity. In the darker- colors like browns and greens, the "baluna'il /ormidti" of SWP is even more important. Naturally, these dark colors can contain little, if any, opaque white pigment such as white lead or zinc oxide. Sherwin-Williams have the pick of the THE FINEST HOUSE PAINT THAT MONEY CAN BUY 0007-SWP-038965 N29068 /. world'scolors. Sherwin-Wil liams Dry Color Works pro Ami they are weather last -slow to fade. duce practically everything except the natural earth and mineral colors. That i& why f SWP colors are so rich, so permanent and so true to character. Ji Greater durability of the paint film on your house is assured by SWP due to the use of a specially treated, pure linseed oil--made in Sherwin- Williams' own linseed oil plant. Even after several years ol exposure, a washing with plain soap and water will bring nut their beauty al most like new. Contrast this with cheap colors that look dull and wishy-washy almost m no time. Which would you rather have - when SWP is guar anteed to cost less per job .and much loss per year? SWP costs you less One evidence of quality in a CaU at "Paint house paint is the way it hides Headquarters'' the surface and the area it covers. and A gallon of line old SWP will save money properly cover 360 square feet (rwo SWP House Paine coats). A gallon of "cheap"paint will is .-sold the world cover only 2 so squarefeet (two coats) SWP surface is in over by thousands --110 square feet (two coats) fe proper ci.mdilK'ii. of dependable SWP House Paint! A "cheap* paint fre SWP dealers. Each That is one side of the jo^cr m du- quently chips, cracks, one is*`P?.int Head "cheap" paint can. peels and fades in a year quarters" in hi.- Where only seven gallons of SWP or so. locality. There is wifi finish the average house, eleven I gallons of "low price" paint, if not It gives an inferior finish -- and n much one near you. Before you let more, are needed. shorter life than good house paint. "cheap" paint blind you to real i SWP costs more per gallon. But it covers much more area. By the job it costs no more, often less, than Repainting is frequent and cost? more for paint and labor be- economy, get his advice on your paint problem. cheap paint. cause the old paint has to Ije burnt He will estimate your require <>r scraped o/f every rime. ments in SWP. Compare it with the Which would you rather use? That is the other side of the cost of "cheap'* paint. Then re Outwears "cheap" paint io^c Being made of best quality materials, SWP dries to a tough, elastic, glossy finish. There is nochipping, crack ing or peeling. It weathers TMCRC IS no JO. fT Of PAINT lFr INTHESJW* GAUOHCAHWHEN alowly. Lasts usually for CAM IJ EMPTY the "cheap" paint can. SWP beauty.1 With fine old SWP you always get a beautiful paint job. Your house looks like new member the greater durability -- the colors that will not fade. Then decide If you want literature, color cauL, a copy of the famous SWP House hold Painting Guide, help on a deco rative scheme, write us. five years. When repaintingM needed, you save paint, time and money because the The color*' arc especially rich - with a sheen like fine old pottery. Th e Sh e r w in -Wil l ia ms Co . Largest Taint and Varnish Makers in the WnUU Cl. KVFl. AND. OH I O COSTS LESS PER SQ.FOOT. . . LESS PER YEAR . . . LESS PER JOB 0007-SW P-038966 0007-SWP-00012234 You can't paint a house with apple-sauce! WHEN the question ofpainting or repainting your Outside Gloss White: Note the big percentage of White house comes up, don't be fookd by a low price. Lead Carbonate and White Lead Sulphate used in SWP Remember that apakwauce is not restricted to preOtutytside Gloss Whice House Paint. White lead should parlor speeches. There's a lot of it in `'cheap" paint. be the basic ingredient of al! white paint and light When anyone tells you, for example, that a cheap tints. It is to these paints exactly what flour is to bread. paint is "just as good as SWP" or any other high grade See how much less of this basic ingredient is used in paint--that's pure applesauce--plainly exaggerated-- the average "cheap" white paint. unbelievable--too good to be true. Zinc oxide,.another costly pigment, is the next essen The reason "cheap" paint can be sold at a low price tial ingredient. A liberal percentage of zinc oxide com- is because it is low m (juaiiry--made of cheap or skimped bined with a large amount of white lead makes for a materials--which smell and look like paint but can't balanced /oTtnuIn--such as the formula of SWP Out play the part on the house. side Gloss White House Paint. It assures a If you want proof of this, insist upon see* finish of superior wearing quality. ing the formula of the ''cheap" paint, either on More than 90% of the pigment content of the label or in the literature of the company. SWP Outside Gloss White is made up of Then compare the materials used in making the "cheap" paint with the ingredients of fine these two important ingredients--white lead and tine oxide. old SWP House Paint. The SWP formula is In the majority of "cheap" white paints always clearly printed on every can. you will find only 50% or less. What the formula test shows Suppose, for example, that you are buying i t is the liberal quantity of this expensive basic material in every can of SWP Outside Gloss White that gives this fine old paint THE FINEST HOUSE PAINT THAT MONEY CAN BUY 0007-SWP-038967 0007-SWP- as remarkable covering capacity. In the darker colors like browns and greens, the "balanord /ormulT of SWP evert more imporcjnt. Naturally, the dark colors can contain little, if any, opaque white pigment such as white lead or sme oxide. Sherwin-Williams have the pick of the world's colors. Sherwin-Wil liams Dry Color Works produce prac tically everything except che natural earth and mineral colors. That is why SWP colors are so rich, so permanent and so true to character. Greater durability of the paint film on your house is assured by SWP due to the use of a specially treated, pure linseed oil--made in Sherwin-Williams* own linseed oil plant. Price per gallon doesn*t tell the cost of paint When you read or someone tells you that a "tow price" paint costs you less than SWP--that's more applesauce--unbelievable. The place to figure the cost of paint is cm the wall--not in the can --by the job--not by the gallon. Do that and here is what happens: Each gallon of SWP, because of its remarkable hiding and covering abil ity, will properly beautify and pro tect 3d0 square feet of wall (2 coats). The average `'cheap" paint, made of inferior or skimpy materials, will cover only 250 square feet per galton(2 coats)--or less. SWP costs more per gal' Ion, But each gallon covers 110 sq. ft. more. Therefore fewer gallons are needed. Get an estimate on SWP for your house. Then get es timates on several "cheap" paints. Compare them. You will find that SWP House Paint costs no more for the amount you need thanthecheap brands. And remember this: It costs just as much to apply the ` cheap paint as to apply SWP. You get more years of service You may hear or read allur ing claims that a "cheap" paint is as durable as SWP. Plain applc-saucc -- every word of it. SWP with its fine mate rials, scientific grinding and mixing, dries to a firm, elastic, glossy finish. Jt will not chip, peel, chalk or flake off. It weathers slowly. Years after "cheap" paint has literally dried up and blown away, yourSWPfinish will still show a serviceable film. And when re painting is need ed, you will save money because the finish will be in proper condition to take new paint. That is why S W P often costs less than half as much per year. Greater beauty, too Finally there is a richness and beauty about SV/P colors that no "cheap" paint can even approach. They give your house a rich, colorful beauty that is always a pleasure. They are weather fast --and they are non-fading. Long after the colors of "cheap' paint have faded like an old shirt, the house finished with SWP shows practically no dimming of its original beauty. Even after several years it can be washed with soap and water and the colors will come up unusually fresh and bright. Prepared house paint--at its best Call at "Paint Headquarters" and save money SWP House Paint is sold the world over by thou sands of dependable SWP dealers. Each one is "Paint Head quarters" in his locality. There is one near you. Before you let "cheap" paint blind you to real economy, gethis advice on your paint problem. He will estimate your require ments in SWP. Compare it with the cost of "cheap" paint. Remem ber the great durability of fine old SWP--the beautiful colors that do not fade. Then decide. If you want literature, color cards, a copy of the famous SWP House hold Painting Guide, help on a decorative scheme, write us. Th e Sh e r w in -Wil l ia ms Co . Largest Faint and Vamish Maker* in che World CLEVELAND, OHIO COSTS LESS PER SQ.F00T. . .LESS PER YEAR . . . LESS PER JOB / i 0007-SWP-038968 0007-SWP There's a joker in the "cheap" paint can IN the last doaen years thousands of home owners have been fooled by "cheap " paint. But now the other *>o per cent is made up of the cheaper mate rials --which in such large proportions become useless public is learning that 'cheap" paint isn't cheap at all filler -- mere hulk to fill the can. -- for two reasons: Here you have the reason why "cheap" paint can Fir s t , "cheap" paint cant cover, ft takes nearly be sold at a low price. Why it has no covering power twice as much to do a given surface as with fine old --no hiding ability --no endurance. Why it often SWP House Paint. costs :u a> and oneduil/ tones as much as fine old SWP. Sec o n d , "cheap" paint can't stand the weather. You pay a costly penalty--in repainting expense. The Master Touch You canft paint a house with But quality of ingredients alone does not make a fine ' * apple-scutce ' * / house pamt. Formula alone does not make a fine house paint. If you want proof just compare the formula of any Even formula and ingredients combined do not as "cheap" paint that tempts you, with the "balanced ' sure a fine house paint like SWP. formula of SWP House Paint. The SWP "balanced" formula is openly printed -- First look for u*hte lead and sine oxide, the recog' and has been for years. Every paint manufacturer in ni:ed basis of all whites and light colors. the world, we imagine, has studied it. Note that in SWP Outside Gloss White Yet today there is only one SWP House the pigment content is qo per cent white Paint -- the accepted leader throughout lead carbonate, white lead sulphate and the world. cine oxide ... in a scientifically "bah Why is this7 Because there is an element sliced " formula. in every can of fine old SWP House Paine These basic materials are. mined and that cannot be duplicated or imitated suc made by Sherwin-Williams exclusively for T/ou can't- cessfully. S-W paints. We could purchase made-up materials in the open market at lower cost. But SWP standards call for extra fine quality. paint a house With applesauce It is the Master Touch --that inimitable couch of superiority wich which the few great scientists of the world have been en dowed. Now note che "cheap" formula. Usually Edison, the wizard of electricity, has it. you will find that white lead and tine oxide make up Burbank, the great American horticulturist, was only 50 per cent or less of the pigment content. The blessed with it. Marconi.discoverer of wireless,has it. 0007-SWP-038969 Up-to-date paimeu vrywh*Tc i uiinc SbeWaPutifHuol m<eolf>Pr--n. stTeSamery te*maloiioetKlrhvea<ru i--ci brushing ease--cowerU'H ability--and won derful durability' can only be poduvd by scientific processes and modem machinery. And so, too, the scientific men at the head of Sherwin-Williams* labora tories add to the fine materials of SWP House Paint the Master Touch that has set it above and apart from all others - as the lead ing house paint of the world. This Master Touch of science is evident in the quality of the raw materials made by Sherwin-Williams. In the delicate "balancing" of ingredients. In the wonderful power-driven machines which mix and grind SWP to its creamy-smooth texture. Jn the critical analyzing, testing and proving which daily guard and control each step in the SWP process. This is the vital element of SWP which no "cheap" paint even at tempt.* to have---and which no paint regardless of pnee can successfully imitate. Naturally no individual can equal, by hand, the scientific skill and modem machinery that produce the creamy texture of SWP. Hardly have you paid the painter s bill when your '`cheap" paint begins to fade and wash away. According to thousands of tests both in the laboratory and on the house, SWP Uses from two to five times as long as "cheap" house paint. The beautiful colors for which SWP House Paint is famous arc wonderfully durable. Neither sun, rain, hail, sleet, snow nor cold affects them. They do not fade. That is be cause they are made with the Master Touch in the Sherwin-Williams Dry Color Works. Long after "cheap** colors are hopelessly faded -- your SWP col ors will be bright and cheerful as new. And when repaint ing is necessary it is easily andquickly done because thesurface is in Price per gallon means nothing in cost A gallon of SW P House Paint cov ers trio square feet m of surface two \ coats. The average "cheap" paint SWP COVERS 360 sQ.rccr PER GALLON O COATS) poorly covers only 2?o $q. ft. two coats. SWP costs no more by the job -- because jeivcr grtffou-s arc needed. CHEAP PAINT c o v e r s On l y 2S0 SO.PE6T PE(Ra GAUON c o at sj Once the "cheap" paint is applied, the real tragedy begin*. proper condition to take the new paint at much lower labor cost. Here is where the big saving is made by SWP House Paint. Again, we sav--"Y-oq can't paint a house with `apple-sauce*.'* See "Paint Headquarters" and save money Before you permit "cheap" paint to get the laugh on you, see the Sherwin-Wil liams dealer. He is the recog nized "Paint Headquarter-. ' in your locality. Get his advice. Have him estimate what it will cost to do vour job in fine old SWP House Paint. Tlu u compare the esti mate with an mate on an y "cheap" pain:. You'll findoutih "There s a yoL* in the`cheap* pan-.t can." And remember: Quality makes no difference in labor charges - it costs \u< as much to apply "cheap" patnc&sSW P. If you want adv v on color schemes or i-n any other phase of painting, or a copy of the famous SherwinWilliams "Household Painting Guide." write us. 0007-SW P-038970 PAINTS VARNISHES * ENAMELS OPEX LACQUERS 0007-SWP-00012234 i You can't paint a house with 'apple-sauce" QOMEfolkssay that "apple'sauce," O the popular term for blarney, is a blessing. It makes one feel good even though it is obviously untrue. But when someone cells you that n "cheap" paint will do a wonderful job--save you money--outlast good paint and so on--that kind of *\pplc-saucc" is no blessing. Asa matter of fact, "cheap" paint isn't cheap at all. The low price is possible only because the paint is poorly made of poor stuj}. Compare the formulas If you want to save money, demand to see the formula of any "cheap" paint you are teinpte-J to buy. Com* pare it with the ingredients of SWP Now examine the "cheap" paint House Paint --the world's standard formula. Note that :t contains only of quality for half a cencury. 50 per cent or less of the basic in' Note that in SWP Outside Gloss gredients--white lead and zincr -ride. White, for example, there Note the large parent is 90 per cent of white lead age of useless material -- carbonate, white lead j u /* fillers-mc c`vappie-s:t,ice'- pkcue and zinc oxide, in a used to fi:! the can. scientifically "balanced" There v-Aihavctbc rea formula. son why "cheap" ; .iint To assure superior xJheres a can be sold at a low price, quality and unvarying unr Joker also why it is so cosciy on fonnity, Sherwin-Williams mines and makes its own special white lead carbon in the"cheap the wall. Paini can The Master Touch ate, white lead sulphate But quality of ingredients and zinc oxide exclusively for SWP alone docs not make a fine house House Paint. paint. Formula alone does not 0007--SWP-038971 0007-SWP-00012234 Up-xltf pjit>?erev<rrK<f^ *r< u|n SwP Ho u K Paint. They rcalitctKai It* besucifjl colon--creamy tmoorhneu-- bruiKinf << -- coveting abilitT--l dufbllitY~c*iteftIf be produced brKlent&c proccwe* and modem machinen\ / make a fine house paint. 1 /' Even formula and uv gredients combined do noc assure a fine house paint like SWP. The SWP ``balanced" formula is openly printed--and has been for years. Every paint manufacturer in the world, we imagine, has studied it. Yet today there is only one SWP House Paint--the accepted leader throughout the world. Why is this? Because there is an element in every can of fine old SWP House Paint that cannot be dupli cated or imitated successfully. It is the Master Touch--that in- mutable touch of superiority with which the few great scientists of the world have been endowed. Edir-on, the wizard of'electnoity, has it. Burbank, the great American horticulturist, was blessed with tt. Marconi, discovcrerofwireless, hasic. And so, too, the scientific men .t c the head of Sherwin-Williams* lab oratories add to che fine mrucn.il> of SWP House Paint the Master Touch that has set it above and apart from <il! others--j l s the lead- mg house prime of the world. This Master Touch of science i? evident in die quality of the raw nvitc.mU made by Sherwin-Williams. In the delicate "balancing' of in gredients. In the wonderful power- driven machines which mix and SWP COVERS J 60 SQ.FCET Ft R CAUON (2 COATS) flu grind SWP to its creamy-smooth texture. In the critical analyzing, testing and prov ing which daily CHEAP PAINT COVERS ONLY 250 SQ FEIT PER CAUON (a COATS) guard and control each step in the SWP process. Thu is che vital clement of SWP which no `cheap** paint even at tempts to have--and which no paint regardless of price can successfully imitate. Naturally, no individual can equal, by hand, the scientific skill and modern machinery that produce the creamy texture of SWP. Gallon price no guide to cost When you hoar or read that some "cheap*' paint will save you more money than SWP House Paint put it down as ``apple-sauce.'* Cost of paint is figured by the job--not by the gallon. AgallonofSWP House Paint covers 360 square feet, two coats, Willacheappuimdo this7 y\'u.$rr. If you get 250 squaie feet per gab Ion. two coats, you will be doing well. SWP costs more per gallon. But by the job--it costs no more and often less, because fewer gaUmxs arc needed. And think of the difference in the quality of the paint film. Greater beauty--two to five times longer life A> to permanence there is no com parison. SWP House Paint, due to the extra-fine quality of Sherwin-Williams LinsccJ Oil, forms a tough, durable him di:t imitfiers urv slouh. SWP colors, famous the world over fee rich beautv. Jo not fade err washout. OnthewallSWP House Paint lasts cwotofive times as long as the a verage "cheap" paint. And it costs only about ball as much for repainting. . r'$ee Paint 4 Headquarters'* V Before you let "cheap * paint get the laugh on you, sec your SWP dealer -- "Paint Headquarter#.** Get hi* advice. Com pare his estimate with ;m estimate of any "cheap" paint. Decide by what you learn. If you want color cards, ora copy of the famous Sherwin-Wil liams Household Paint ing Gui-Je. write us. Th e Sh e r w /mWu u a ms CO, 0007-S W P -03&972 PAINTS * VARNISHES ENAMELS * OPEX LACQUERS 0007-SWP-00012235 More than 90% of the pigment content of SWP Outside Gloss White is made up of these two im portant ingredients-- white lead and tine oxide. In the majority of "cheap" white paints you will 6ndonly 50% or less. (t is the liberal quantity of this expensive basic material in every can ol SWP Outside Gloss White that gives this line old paint its remarkable covering capacity. In the darker colors like browns and greens, the "balanced formula ol $WP is even more important. Nat urally, these dark colors can contain little, if any. opaque white pigment such as white lead or zinc oxide. Sherwin-Williams have the pick of the world's colors. Sherwin-Williams Dry Color Works produce practically everything except the natural earth and mineral color?. That is why SWP colors are so rich, so permanent and so true to character. Greater durability of the paint !tlm on your house is insured hv SWP due to the use of a specially treated, pure linseed oil -- made m Sherwin-Williams* own linseed oil plant. 360 square feet per gallon or only 250--which? Some people think that SWP House Paint is an expensive paint because it costs more per gallon. As a matter of fact, SWP i> the leaste xpensive house paint on the u a II --on the market. And here is why: ymr pimffr rnuicSWP--for best T/juJti. A gallon of SWP will properly paint because it has to be burnt off, beautify and protect three hundred or scraped off, at every repainting. and sixty square feet of your SWP House Paint issold by leading house--two coats. to the ga lion. paint merchants everywhere. And Will a "cheap," low price each of these dealers is "Paint Head paint do that? Not quarters" in his district. One of The best you can get from them is no doubt located near you. a gallon of the average 'cheap" See "Paint Headquarters" paint is two hundred and liky square feet! -- two coats. and save money Right there, in that forty^jour pa Tjcfore you let "cheap" paint blind cait greater coverage -- in the fewer Ayou to real economy--see your local . gallons of SWP needed---the dif SWP dealer. He will estimate your ference in price per gallon is nullified. On the wall--in actual gallons needed to paint your house - -Sha wm-Williams House Paint costs no more, and often less, char, the cheap, low price kind. And remember this: It cost* no more to put. on good paint than to put on "cheap ' p.nnt. Which would you rather have7 requirements in SWP. Compare the SWP estimate with what "cheap" paint will cost. Then remember the greater durability of SWP--the exquisite colors that do not fade. Then specify the pamt you think will give you best: rc5ulf*. If you do not recall "Paint Head quarters" in your locality, write us for the dealer's name. If you want ) ougel more years expert help on . color scheme, our liteiucure. color cards, or of service, too the famousSherwinAViliiams Household Painting Guide Once your house has been just write. There is no painted with SWP House obligation. Paint yout saving has only begun. A beautiful SWP job outlasts a "cheap" Tur Sii.is'vixAVitUASis Co mi'.a x y Unwit ?\.IU V^.ur pamr. job by several years. It dues to a firm,elastic, glossy surface. It with ers slowly. There's no cracking or chipping or peeling -- if properly i SWP stirred and applied. Long after a "cheap" paint job has Guaranty taken on the appearance of a pair of laded overalls, you can wash the dust oil an SWP job with plain soap and water, and ihe colors will come up hesh and bright. Less repainting expense of Satisfaction SWP House Paint, wliea thor oughly stirred and applied according to directions, is hereby guaranteed to cover more surface, to look better, And when repainting is needed it cm bo done easily, quickly and with to last Uniter and cost less per job anti per year than any much less pamt. because the SWP bouse paint on the marker. sur/Mc i. m pa/a't cuudii.uM. CVmtwrc that with a "cheap" paint job that fades out and wears out quickly -- that cracks am! chips TH n SHER WINAV1 Lll A MS COMPANY , IW> V..'..r, , .. M...M and peels - - that has to Ik repainted Cleveland : Ohio often -- and that cost- moic m re COSTS LESS PER SQ.F00T. . . 0 0 0 7 -S W P -038973 0007-SWP-00012235 He Should Have Used SWP House Owner: I had this paint put on last year and look at it now! ^ Painter: It doesn't take long for the weather to show up poor paint. HouseOwner: How could 1 know it was poor paint? I'm no paint expert. Painter: It doesn't take a paint expert to get reliable paint these days--just ordinary intelligence, l or instance, you ought to know that there is a company of paint ex perts that have been making house paint for nearly fifty years; making it from accurate formulas, mixing and grind ing it with powerful machinery; manufacturing every im portant ingredient; putting in just what all these years of experience have taught them is best. That company is the Sherwin-Williams Company and the paint is known to us painters as SWP. Sherwin-Williams House Paint plays no favorites in the matter of materials. It contains lead. It con tains zinc. And it contains linseed oil. The combination is right. Experience has proved it--not only our experience but the ex perience of house painters, archi tects. builders and house owners-- the men and women who pay the bills. Insist on SWP. You can buy it at any Sherwin-Williams store. It comes in 48 colors-- ready to apply. Send for free Cotar FHat.s giving practical negations for pointing and decorating. If interested in a cottage or bungalow ark for special booklet, mailed free. 'er w /n -Wil l iam. Pain t s 6 Var n is h es ShaTMrHi -- Nt Ydi. 116 W Ouuco. Pn*k'i Ca* htmcKM. S23 Marta Si Salt* Qjfcco 41 Wartkemuti ii prinoad cititt. Bc< 4tm mrywteri Mims all <mu4e* f*e Nrtftta to 10 Caul K. V.. OctUM. 0. 0007-SWP-038974