Document GK5dygV0m49npXgxO3zL1Lx5Y

>c N29090 w n w wtttiiiffiHif' WHY DO PEOPLE t: To preserve the surfaces against decay 0007-SWP-0001225^ PAINT THEIR w3USES Second: To give the houses color and beauty Without paint protection, this beautiful home would have become run down like the one on the opposite page 0007-SWP-039165 0007-SWP-0001225^ QUALITY PAINT is Protecting Billions of Dollars 'Worth of Property Against Decay t 0007-SWP-039166 0007-SWP-00012254 BUT the Nation's Annual Loss Due to Inadequate Paint Protection Runs Into Many Millions of Dollars. 0007-SWP-00012254 0007-SWP-Q39167 QUALITY PAINT ADDS v, A Well Painted House Looks Better anc on a Sale or Mortgage Loan,jHncr war- 'vvv-v^.rr.;:. ^Before Painting 0007-SWP-00012254 0 0 0 7 -S W P -0 3 9 1 6 9 DEVALUE TO A HOUSE an d B rings A High er Appraisa Increases Prestige in the Community 0007-SWP-0001225^ WHAT ARE THE INGREDIENTS OF SWP ? 4* 4K r These give the spreading and ad hesion qualities to paint. l iq u id s Refined Linseed Oil Japan Drier Volatile Thinners These give hiding or covering, pre servative and col ... oring qualities to Fo me n t s AND c o l o ^ paint. White Lead Carbonat e OZLO lead -zinc pigment (While lead sulphate line oxide) Titanium- Magne sium Pigment (In SWP White and lifts) SWP is made from two general types of ingredients: LIQUIDS (or vehicles" as they are called) which give the spreading and adhesion qualities, and -- PIGMENTS which give the hiding or covering, the preservative and coloring qualities. 0007-SWP-039170 0007-SWP-00012254 *** HOW DOES S WP COMPARE WITH CHEAP PAINTS o1! n VOLATILE t/i 7 p e t r o l e u m d is t il l a t e * S3 30% 2S UJ 00 Z Z, O fe 5 Wat er 33% 11X- 0 :Z o i l s 22% PIGMENT AND COLOR i VLATlLE s o l v en t f il m f o r min g OILS p ig me n t s AND COLOR 90% to Q o_J 00 o 2 2 CE g Graphic illustration comparing the volume contents of a low-grade with a highgrade paint. Note that the low-grade paint contains 63% of Water and Petroleum Solvent which evaporates into the air, leaving only 37% of actual film forming solids. Note that the high-grade paint contains 90% of film forming solids. (The above is an exact reproduction of a diagram issued by the Educational Bureau of the American Paint & Varnish Mfrs. Assn., Washington, D. C.) 0007-SWP-03 9171 0007-SWP-00012255 WHY ISN'T SWP MADE FROM HERE'S WHY- The above illustration is from an im-retouched photograph of the surface of a panel coated with a straight white lead paint and exposed to the atmosphere of a large city continuously for two years. Note how badly the paint has "chalked." The little pile of dust in the photograph was secured by rubbing the surface lightly with a soft cloth. The dust collected was from an area measuring 1 9 in. by 9 in. Note how the white lead film has turned gray in reaction with the coal smoke and sulphurous gases in the air. DISCOLORS READILY 4* In the photograph at left a striking comparison will be ob served in a test of straight while lead and oil paint and SWP White. This unretouched photo graph was taken after a three year exposure. The lead and oil paint is on the right. 4* P' 0007-SWP-03 9172 0007-SWP-00012255 \ \UVU4 U U U U U U i> m m WHITE LEAD EXCLUSIVELY HERE'S WHY-- vt 0 0 0 7 S W P - 0 3 9 1 7 3- Here is another interesting comparison of a test made with SWP and straight lead and ail paint. This unretouched photograph was taken after 2 )h years of exposure. SWP appears on the two left-hand doors. SWP The above is a close-up photograph of the SWP paint film after a three-year exposure. Observe the generally unimpaired appearance of the film and absence from the characteristic checking of single pigment white lead paint If white lead as a single pigment made the best house paint, the United States Government and all important railroads would not be specifying paints for exterior painting that have a MULTIPLE PIGMENT CONTENT. 0007-SWP-0001225E t  WHAT IS ADDED TO THE WHITE LEAD V IN SWP TO RETAIN IT'S ATTRACTIVENESS? Here is the Answer-- 7 OZtO lead-line pigment made in Sherwin-Williams smelters CoHeyville, Kan*, and shipped to the S-W paint factories in various p*:h ol ihe country S-W OZLO lead-zinc pigment fortifies the white lead carbonate in SWP so as to control ctialtting and to make it more resistant to atmospheric discoloration. In making OZLO pigment from the original ores, SherwinWilliams fuses lead and zinc into ONE COMBINED PIGMENT which possesses the desired qualities of both lead and zinc and is superior to lead and line when mixed as separate pigments in house paint. Not* the difference in whitenTM* ol the two paint film* In tK* picture on the iH. The left-hand panel wit painted with straight white lead paint; th right-hand panel with white lead plint to which OZLO pigment was added. #-r* T. 1 2 3f * * 0007-SWP-039174 0007-SWP-00012255 \w \ 0Q07-SWP-039175 WHAT GIVES SWP GREATER WHITENESS AND STRONGER HIDING POWER ? The Answer Is: WHITE LEAD (Carbonate) -- PLUS-- --PLUS-- TITANIUM --MAGNESIUM PIGMENT Titanium Magnesium Pigment Adds a EXTREME WHITENESS 2 GREAT OPACITY 9 ^ HIGHER ' 3 RESISTANCE TO SMOKE AND SULPHUROUS GASES > ? Titanium Mcgnesrvn*. bemg whitei than lead caibonate and OZLO pigment, and 1 also being stronger in bid ing power, the scientific com i bination of these pigments results in an EXTREMELY # white paint of great opacity. * 9 $ 0007-SWP-0001225 WHAT PIGMENTS FOUND IN "CHEAP" P/ ***** 4 9+*> *** -j a,emicallV known as Calcium Carbonate and so declared on "cheap" paint ' ' labels. It is used extensively in many of the "cheap" house paints. ^ ES' Chemically known as Barium Sulphate. This is a cheap, inert pigment having ' ' no hiding power, and is used extensively in "loading" cheap paints. ^ CHINA CL/\y Chemically inert white pigment mined from the earth. This pig ment possesses practically no value from the standpoint of "hiding" power, such as is secured from the standard high grade paint pigments, such as Lead Carbonate, Zinc Oxide and Titanium Pigment. Frequently used in loading cheap exterior house paints. N li. mm 0007-SWP-039176 0007-SWP-0001225S PAINTS ARE AVOIDED IN SWP ? Th e r e is almost an unlimited f*8* number of ways of ^cheating in the manufacture of house paints to be sold at a low price, but the result from the application of these paints is always Dissatisfaction. r** Close-ups of two `'cheep0 paint films after weather exposure of one year. Note "checking*' of paint film on left panel and extreme chalking and washing away of oainl film on second panel. Here is what happens ail too frequently when the consumer buys paint on the basis of puce per gal lon. Th.s house w*s pemted with oaint containing "joker" pigments m combination with other pigments. Note how the film has literally washed off the surface m two years time. 0 0 0 7 -S W P -0 3 9 1 7 7 0007-SWP-0001225* Up*to*date accelerated testing equipment gives vs much more effective control of every-day color production because it reveals immediately any slightest variation. # 0007-SWP-00012255 m n m n u n u u ri m m t*t WHAT IS THE MOST IMPORTANT AND UNMATCHABLE INGREDIENT IN SWP? THE most important single ingredient in SWP is the human factor, * --the knowledge, skill and care which go into its manufacture. This is the result of 59 years of continuous effort to produce the best possible house paint. There is no short-cut to research, and no empty claims can take the place of practical experience in manufacturing. 0007-SWP-039179 0007-SWP-0001225E FIFTY-NINE YEARS of RESEARCH-/ MADE SWP THE HOUSE PAINT^S' I__ |ERE is a photograph of the Research and Technical staff 1 that is responsible for the development and safeguarding of the: quality of SWP. It is these men who, over a long period of years, have worked on the scientific and practical develop ment of this product,--the most perfectly balanced and durable house paint that money can buy today! f"* 4 0007-SWP-039180 0007-SWP-0001225 u m u H H iu u u u m AND DEVELOPMENT HAVE STANDARD OF THE WORLD THE quality of SWP is not only safeguarded thru laboratory control but in the actual process of manufacture. The men who are supervising the actual production of SWP at the paint mills -- some of whom are shown in the photograph below -- have average service records of 23 years. They are skilled paint makers to the core--true craftsmen. " 0 0 0 7 -S W P -0 3 9 1 8 1 0007-SWP-00012256  H"* "HANDSOME IS AS HANDSOME DOES"^ Ov e r a period of years, thousands of exposure tests have : t- : been made of paint formulations by The Sherwin-Williams Co. These tests have been made on wood panels which are shipped to different sections of the country for weather exposure tests on especially constructed racks such as are shown below. 4** *4* 4s* 4** 4s* 4** Paotl E*pour* "Farm" *1 Miami, Florida d: 0007-SWP-0001225t 0 0 0 7 -S W P -0 3 9 1 8 3 3": n o t h in g c o u n t s b u t p e r f o r ma n c e / _r Pe r io d ic a l l y the panels un der exposure are carefullyinspected and the results of each test care fully noted. Important results are checked and rechecked before definite adoption of formula change. Paint chemist* and technicians watch the exposure reaction o' paints, in their continuous effort lor formula improvements. Panel Exposure "farm" at Oimstead falls, Ohio 0007-SWP-00012256 ONLY BECAUSE SATISFIED" C THE SHERWIN-WILLIAMS CO. IS THE:?V' 0007-SWP-O39184 0007-SWP-00012256 * ,D| CONSUMERS MADE IT SO, TE3 WORLD'S LARGEST PAINT PRODUCER , W:' ` ( oni/io^/It: ivni- , " "/ Jut: SKUiWIN-W/LUA VS ( A'-IV.-p \v`/,W.V^ fi'feOPk 0007-SWP-00012256 ALL IMPORTANT INGREDIENTS^C IN SHERWIN-WILLIAMS OWN^R, Sherwin-'Williams Lin seed Oil Mill, Cleve land, Ohio, where on ly the highest grade linseed oil is produced from the world famous Northwestern Flax for exclusive use in S-W products. 0007-SWP-039186 0007-SWP-00012256 3^0F SWP ARE "TAILOR-MADE" NgRAW MATERIAL PLANTS Sherwin-\X/illiams Lead Carbonate Plant, Chi <r'r cago, III. The Sherwin- Williams Co. is one of the country s largest c^r* +* producers of Wh'te *-+ * Lead. v-T* : &ir-. .. ft Sherwin-'^/ill iams Ore Smelters and OZLO Pigment Plant, Coffeyville, Kansas. 0007-SWP-00012256 BATES LABEL 0007-SWP-Q39188 NOT USED IN THIS PRODUCTION 0007-SWP-00012256 EVERY GALLON OF SWP IS COMPLETE UNIFORMITY Th e control of quality and uniformity in SWP is maintained by physical testing laboratories in each manufacturing plant, such as is shown in the picture below. A color of S'WP house paint made according to a given formula today will be identical with the paint made according to the same formula months later. 0007-SWP-039189 0007-SWP-00012256 -- CHECKED AND RECHECKED FOR AND STANDARD QUALITY EACH production batch of SWP is tested against standard samples for uniformity of color, body, hiding power, working characteristics and drying time. In each Sherwin-Williams plant X these standard samples are carefully filed in fireproof vaults such H" as the one shown below. 0007-SWP-00012256 THE HIGH COVERING CAPACITY^ C THE FINENESS OF ITSM SWP is ground in paint mills of Sherwin-Williams' design and manufacture, -- another exclusive feature of SV/P Production. These mills grind slowly and very finely. This fine grinding takes more time and increases the <rper gallon^ cost of manufacturing. ** 0007-SWP-039191 0007-SWP-00012257 TVS OF SWP IS DUE LARGELY TO ITS^MACHINE GRINDING cF* r' II f i i i i i t i THE greater spreading power o( SWP is the direct resuit of the extremely fine grinding of the pigments us ptirl of the manufacturing pro cess. This photograph illustrates the principle involved in fine giinding. No t e the inci eased spreading power of a teaspoonful of pow dered sugar as compared with that of a teaspoon ful of granulated sugar. This same principle ap plies to paint. 0 0 0 7 -SWP-039192 0007-SWP-00012257 TO A BEAUETTi illHOUSE A^5.- It IS Sherwin-Will iams' recommendation that painters folic to get finest possible house paint jobs with a finish^that and will give lowest-cost^j; pair flSTr STEP "Uniforming the surface with a single coat of ^ SWP UNDERCOATER No. 450. w STEP Protecting and beautifying the surface with SWP House Paint. h D SWP UNDERCOATER No. 450 (Prepared ready for use same as SWPHousePaint) The foundation coat which "uniforms" porous weathered surfaces, new un painted wood, and hard, non-porous paint in one coat. ****** 2 GREATLY IMPROVED HIDING POWER with S W P Undercover No. 450 A spoonful ol standard white lead and oil tirst-coat mixture and an equal amount of SWP Undercoater were brushed over this checkered pattern on porous wall board. The extra seeling and hiding power of SWP No "150, illustrated here, means more beau tiful house pamt jobs with SWP over dark, dingy weathered surfaces. 4* 0007-SWP-039193 0007-SWP-000122572 l^TIFUL (Ia in t JOB! Follow these two steps in order that will have greater durability paint protection. HOW IS SWP UNDERCOMER No 430 DIFFERENT FROM - id) Hand mixed lead o-l pr.-r,n^ (b) House paint thinned (or priming purposes? 1. It comes prepated, ready to use on all types ol surfaces without special thinning far porous or iron-porous sur faces. 2. It dries to a uniform, dull sheen with a "tooth" over both porous and non-porous surfaces, thereby reducing "paint crawling" tc a nummu'ii 3. U is made with < j c v c m! Li^M cl hn*:<.;cr cii (for priming) and rn.'-'r^rd v-: (}. ..irv;,} 4. It brushes easily pvei nil -.unu.-* been:-., .t strike m and di<g c*:r ;:ou>;s> i:.,ii*. not 5 It is made with th. : . Pdnt, the proportion-. r><;ii*-> crvng.'d i 'gh::> .si order to make a vupe*'Cu unde'ccrat. - 6 Its extra hiding ; pigments we u.. heir, budd a It.iL- v..:- . It HI.f {:.;% OOS'Jjr. ? -CVrtt llOUSi r-.M houses, alike. Here's what this painter wrote us. "When I held completed the fn: 'o.l w*th y,o; n*v% No 450 Undeicoaie* oo'- this d*'W <jay -- badly weathered surface---i believe 1 can honestly say that no two coals oi any paint I hae ever used could have looked much better Theie is no doubt ny nund bout its being 100 satisbcloiy in every respect." 0007-SWP-03 9194 0007-SWP-00012257: SWP IS WASHABLE (Hand mixed House Paints Are Not Easily Washed) Here are ttie reasons why SWP House Paint washes so satisfactorily: 1. Because the film is close-knit and nonporous. *2. Bee ause dirt accumulates on the Sur face, only. It does not penetrate. 3. Because SWP weathers gradually with out roughening. The blend of white lead carbonate with OZLO lead-zinc and titanium keeps it smooth. 4. SWP washes CLEAN. OZLO leadzinc and titanium-magnesium are fumeresisting pigments and fortify SWP against atmospheric discoloration. 0007-SWP-039195 0007-SWP-000122574 SWP RESISTS ATMOSPHERIC DISCOLORATION 'Vhen painted houses tutn 3ray, dirt tsn l always entirely to blame. Sulphur fumes, present in the air in all neigh borhoods, discolor many house paints. In malsing SWT House Paint we fortify our white lead carbonate with OZLO lead-tine and titanium which are lume-resisting pig ments. That's why you are safer when you paint your house with SW^P. HOWEVER in districts where fume con ditions are excessive USE SWP FUME RE SISTING WHITE No. 436. This lovely tounwy home was painted with SWP but ihe paintei "idn ihort'' and pieced out with while paint of another btand. doth pamti matched. when new, But look what 18 month's eapoiure did to the oamt he Mibstiuited' WWWW 0007-SW P-039196 0007-SWP-000122575 MONTHLY PAYMENT PLAN for PAINTING The needed painting on your property can be done now and can be paid for in monthly installments over a period of 12 to 18 months. CHECK THE ADVANTAGES OF THIS PLAN 1. No down payment required. 2. 12 to 18 months to pay--low monthly installments. 3. First payment not due until one month from date of completion. 4. Includes both labor and material--or material, alone, can be financed, if desired. 5. Low F. H. A. Rate of 5%. HERE ARE TWO EXAMPLES: Cosk of Painting (Material and Labor) Finance efiarge (12 months) . . . Total Your payments, per month for 12 months Cost of Painting (Material and Labor) . Finance charge (18 months basis) . . Total Your payments, per month for 18 months $70.00 3.68 $73.68 $ 6.14 $200.00 15.38 $215.38 $ 11.97 0007-SWP-039197 0007-SWP-000122576 STEP BY STEP INSTRUCTIONS 1. WORK AUTHORIZED UNDER THIS PLAN Painting and decorating of Romes, cottages, apartment buildings, farm buildings, stores, hotels, business buildings, etc. 2. FINANCING LIMITS $60 minimum with no maximum specified. Limited to painting and decorating. Contract to pay out runs no longer than 18 months. 3. APPLY FOR A LOAN to Either your own banker--or The S-W Paint Headquarters Dealer. 4. FINANCING COST See the Payment Schedule below: $100.00 job 120.00 " 150.00 " 170.00 " 200.00 " 250.00 " 300.00 " 400.00 " 500.00 " 12 Monthly Payments $ 8.78 each 10.53 " 13.17 " 14.91 " 17.55 " 21.94 " 26.32 '' 35.09 " 43.86 " 18 Monthly Payments $ 5.98 each 7.18 " 8.97 " 10.17 " 11.97 " 14.96 " 17.95 " 23.93 " 29.91 " 0007-SWP-039198 0007-SWP-000122577 AT THIS SIGN, PURCHASE THE WORLD'S LARGEST SELLING HOUSE PAINT WITH CONFI DENCE OF SATISFACTION % 0007-SWP-039199 0007-SWP-000122578 0007-SWP-039200 0007-SWP-000122579