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BEAUTY AND
CCw i*m J*.lkni4'WiiiiiC,amU4 0.
PROTECTION
b y Sh e r w i n -Wi l l i a ms
There's the warmth and test oi a spring morning in a gleam ing house ... a house painted with SWP. There's a pride and contentment in living in it... in having your neigh bors appreciate it as part oi their community.
SWP is the best known and most widely used house paint in America. Years oi research . .. years of testing ... years of work . .. have established its preeminence. And those years have brought pleasure to countless Americans ... brought beauty and protection to their homes.
All the qualities . .. the smooth, silken texture ... the uniform mixture that brushes so easily and covers so well ... the sun-fast colors, true-toned and durable... the clean, glossy surface . .. the longest life in the paint film, so im portant in your painting costs. All these qualities, we
repeat, are for your pride and satisfaction In your home's lasting beauty and protection.
Hours and pages could be spent telling youhowSherwinWilliams Paints--SWP for your house, hlat-Tone and SemiLustre for your rooms--are made, and why these are superior paints. But their best story ... the story you are interested in ... is told on the fob. Since 1681 homeowners have agreed. Then and today Sherwin-Williams Paints were and are America's preference.
"All you need to know about paint is Sherwin-Williams." And main street or metropolis... city, town or hamlet... wherever the "cover the earth" emblem is displayed is "paint headquarters." There the Sherwin-Williams dealer will be waiting to help and to serve you.
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Sh e r w in -Wil il ia ms Pa in t s
ALL you NEED TO KNOW ABOUT PAINT
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Reprinted from The American Magazine for May, 1936
0007-SWP-039210
0007-SWP-03 9211
0007-SWP-0001225S
PAINT
PAINT
PAINT
PAINT
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Sh e r w in -Wil l ia ms ENAMELOID
THE DECORATIVE ENAMEL FOR WOOD WORK AND FURNITURE
DRIES RAPIDLY ... HIGH GLOSS
FINISH . . . BRILLIANT COLORS
... INEXPENSIVE
S-W Enameloid is your fits! aid to sparkling decoration. For any murlaca--furniture, wood work. kitchen and bath room waits and equipment--it Hows as it by magic. Anything Enamelold covers becomes new again--beautiful . . . bright . . . glossy.
When sotted, simply wash with soap and water. Er.ame)oid works easily. It covers perfectly. Enameloid dries rapidly. It stands hard wear and tear. Enameloid is your lirst aid in home decoration.
Sh e r w in -Wil l ia ms
SWPh o u s epain t
THE FAMOUS HOUSE PAINT --
FOR LASTING BEAUTY . . . FOR
REAL COVERING POWER...FOR
LOW COST . . . FOR MAKING
TOUR HOUSE A HOME
Suppose your house Jtas just been painted -- painted with SWP. When you look at it. bright and cheerful i.. ihe spring sunshine, you know tho limit and Ihe pleasure that beauly and protection can bring.
SWP has been bringing this pleasure . . . this pride ... to homeowners since 1881. Home painting inside and out is an easy pleasure with SWP 1louse paini and oilier Sherwin-Wil liams products
And the Sherwin-Williainy dealer "point headquarters" in your locality is more than a distributor of paini. He is your consultant. Ask him about the S-W Budget Payment Plan.
wilL Sh e r w in -Wil l ia ms
cf/ati/one
The WASHABLE FLAT WAU PAINT
SOFT. FAST TO LIGHT COLORS . . EASY TO APPLY . . . WON'T
RUB OFF . . . INEXPENSIVE
Every bit ol your heart's desire for Iho loveliness of a newly painted mum isul youi blush's bidding the moment you be gin to apply Sherwin- Williams Flat Tone to your walls.
Living room .. dining room . . bedroom--your walls ond woodwork become warm and friendly -- almost animated under the touch ol colorful, easily applied Flat-Tone. You'll 1x3 cltarmed with and proud of the results. And you'll be amazed at the low cost.
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SHERWiN-WlLUAMS
J^em i-fustre
The AMAZING WASHABLE
F/N/SH
INEXPENSIVE EASY TO APPLY
BRIGHT CHEERFUL COLORS
Surely the modern kitchen and bathroom are the American housewife's contribution to easier living. And fust as surely the warimh and gayety of Sherwin-Williams colorful Semi-Lustre contribute* to the charm of these rooms.
Semi-Lustre is bright and beautiful... Semi-Lustre wears like iron... And all the marring your children can give it -- even ink stains---come off with simple soap and water. SemiLustre is easy to apply. And Semi-Lustre is economical. Use it this spring to add the bright ness you will so enjoy in your home.
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Sh e r w in -Wil l ia ms Pa in t s
Sh e r w in -Wil l ia ms Pa in t s
0007-SW P-039212
0007-SWP-0001225E
B E UTY AND PROTECTION
b y Sh e r w in -Wi l l i a ms
From the use of paint---Sherwin-Williams paint --come pleasures lew things can give. Every bit of your heart's desire for the color, freshness, and loveliness of a newly painted room is at your brush's bidding
Your walls and woodwork become warm and friendly-- almost animated--under the touch of colorful, easily ap plied S-W Flat-Tone. Should you wish a bright, quickly washable quality added to the color beauty, S-W SemiLustre awaits your commands. And chairs, tables, cabinets, kitchen, bathroom and breakfast room indispensables al luringly join the color magic parade when you repaint them with glistening S-W Enameloid
Fainting is fascinating ... fascinating to watch and antic* ipate the final beauty on the big jobs where the painting
is dene by a master painter . ... fascinating to feel the flow from the brush as you recreate a table or chair yourself.
And a paint can... with a Sherwin-Williams label around it... is an indispensable part of your home's beauty and protection. Be it famous old SWP, America's best known and most widely used house paint; be it the interior paints mentioned; or be it any other of Sherwin-Williams well known products--furniture polish, floor waxes and finishes, etc.. --it is made to help you to beautifully identify your dearest possessions--to transform a house into a home.
"AH you need to know about pain! is Sherwin-Williams." Go to "paint headquarters" in your locality. There the Sherwin-WilHams "cover the earth" emblem means help and service from a paint dealer able to aid and guide you.
Ydu c m baa* twalva to oightoon month* to pay lor yof pti(ia^.Aik Ih* Shaiwin-William*datlar in your locality about the S-W Budget Paymant Plan. Writ* di rectly lo Sharwin-Willi*mCo., Ocpt.S-2, ClaaaLad.O.
Tha Shaiwia.WillUgn Horn* Dacotator. a tours* book ol color and paint ideas can bo bad 1r oi charge liora the Sharwtn-Wllhaoj dal: la your locality. Or *iiieTh$hrw|n-WUIUraaCa.. Dpt.S-2,Cl*Und.O.
Sh e r w in -Wil l ia ms Pa in t s
THIS ADVERTISEMENT APPEARS IN
ON SALE
FORTUNE...................................... - March l NATIONAL GEOGRAPHIC - March 1 COSMOPOLITAN....................... - Moroh 10 SATURDAY EVENING POST - - March 12 AMERICAN MAOAZINE - - - March 15 BETTER HOMES & CARDENS March 20 HARPERS MAOAZINE - - - March 20
ISSUE DATE
March March April March |4 April April April
CIRCULATION
100,000 1.200.000 I.SSO.OOO 2.700.000 1.800.000 1.375,000
100.003
ON SALE
AMERICAN HOME................ . - March 2S HOUSE BEAUTIFUL ... - - March 30 HOUSEHOLD MAGAZINE - - - - April $ HOLLAND'S MAGAZINE - - - April IS ATLANTIC MONTHLY . - - . . April 20 COLLIER'S.............................. HOUSE A GARDEN............... - - April 30
issue n*rr
April April May May May May 2 May
CIRCULATION
6SO.QOO 90.000 I.7SO.OOO 42S.OOO 90.000 2,300.000 100.000
0 0 0 7 -SWP-0 3 9 2 1 3
0007-SWP-0001225S
(IN FULL PAGES, FULL COLOR)
WILL APPEAR THIS SPRING
FEBRUARY
PUBLICATION
OH BALE
1BSUE DATE
McCALL'8 MAGAZINE .... February 10 March
LADIES' HOME JOURNAL . - February 10 March
PICTORIAL REVIEW...................February 10 March
COUNTRY GENTLEMAN . - February tl March
WOMAN'S HOME COMPANION February 10 March
HOLLAND'S MAGAZINE - - - February 15 March
DELINEATOR ..................................February 20 March
COUNTRY HOME....................... r.bruary20 March
GOOD HOUSEKEEPING - - * february 29 March
SUBJECT
Semi-Lustr*
8*ml-Lurtr* S*mi-Lu.tr S*mi-U*tr*
S* mi-Lu.tr* WhlteHouM Smi>Lu*tr S*m-Lutr*
S*ml-Lu.tr
MARCH
PUBLICATION
ON MIX
NATIONAL GEOGRAPHIC- - - March I FORTUNE ......................................... March 1 HOUSEHOLD MAGAZINE - - - March S
COSMOPOLITAN................- - March 10
PICTORIAL REVIEW...................March 10
LADIES' HOME JOURNAL - March 10 Mc Ca l l 'S MAGAZINE - - - - March 10
SATURDAY EVENING POST March 12 AMERICAN MAGAZINE - - - - March IS SUCCESSFUL FARMING - - - March 15
HOLLAND'S MAGAZINE - - - March 15
WOMAN'S HOME COMPANION March IS COUNTRY GENTLEMAN - - - March IT
BETTER HOMES A GARDENS - March 20
ATLANTIC MONTHLY - - - - March 20 HARPER'S MAGAZINE - - - - Morch 20
COUNTRY HOME..........................March 20 DELINEATOR..................................March 26 AMERICAN HOME -.................. March 25
GOOD HOUSEKEEPING .... Morch 25
COLLIER'S..................
March 27
HOUSE BEAUTIFUL......................March 30
HOUSE A GARDEN...................... March 30
ISSUE DATE
SUBJECT
March March April
April
April
Living Room Living Roam Whir. K.u
Living Room
Emloid
April April
EnomaloM Enamrioid
March 14 Living Room
April
Living Room
April
Enameloid
April
Y*UowHou
April April
Enamalold Enamrioid
April
Living Room
April April
WhJU Hour* Living Room
April April April
Enametold Enam*teld Living Room
April April 4 Ap.il April
Enanwleid White Hour* Living Room Whin House
APRIL
PUBUOATlON
OH SALE
NATIONAL GEOGRAPHIC - - April 1
FORTUNE......................................... April 1 TIME.................................................... April 3
HOUSEHOLD MAGAZINE - - - April S SATURDAY EVENING POST - April 9
COSMOPOLITAN -...................... April 10 PICTORIAL REVIEW.................. April 10 LADIES' HOME JOURNAL - - April 10 MCALL-S MAGAZINE .... April 10
COUNTRY GENTLEMAN - - - April 14
AMERICAN MAGAZINE .... April 15 SUCCESSFUL FARMING - - April 15
HOLLAND'S MAGAZINE - . - April 15 WOMAN'S HOME COMPANION April 15
ISSUE DATE
April April April 4
May April II May May May May May May May May May
SUBJECT
Whit* Ho u m Bad Room Whit* Houe*
Living Room Whit* Hau#a Bad Room Flat-Ton. Flat-Tona Flat-Ton* Flat-Ten* Whit* Haurc Flat-Tana
living Room F1at*Tena
APRIL (Cantina*<)}
PUBLICATION
OM SALE
BETTER HOMES A GARDENS - April 20
ATLANTIC MONTHLY -- , - April 20
HARPER'S MAGAZINE .- - - April 20
COUNTRY HOME.......................... April 20
DELINEATOR................................. April 20
COLLIER'S ...................................April 24
AMERICAN HOME...................... April 25
COOD HOUSEKEEPING -- - - April 2$
HOUSE BEAUTIFUL...................... April 30
HOUSE A GARDEN...................... April 30
UHUE DATE
May May May May May May 2
May May May May
UBJCCT
Whlta Ho u m
Living Room White Ho u m Flat-Tan* Flat-Ton* Living Room Whit. Houe* Flat-T*r* Whit. Ho u m Living Room
MAY
PUBLICATION
ON BALE
NATIONAL GEOGRAPHIC - - May 1
FORTUNE....................................... May I
PICTORIAL REVIEW................ May 10
LADIES' HOME JOURNAL - - May 10
McCALL'6 MAGAZINE - - - May 10 COUNTRY GENTLEMAN - . - May 12
AMERICAN MAGAZINE - > - - May 19
SUCCESSFUL FARMING - - - May IS
HOLLAND'S MAGAZINE May 15
WOMAN'S HOME COMPANION May IS
BETTER HOMES A OARDENS May 20
ATLANTIC MONTHLY .... May 20
HARPER'S MAGAZINE - - - - May 20
COUNTRY HOME....................- May 20
DELINEATOR................................. May 20
SATURDAY EVENING POST - May 21
AMERICAN HOME...................... May 25
GOOD HOUSEKEEPING .... May 25
COLLIER'S ..................................... May 29
HOUSE BEAUTIFUL......................May 30
HOUSE A GARDEN......................May 30
ISSUE DATE
May
Yllow Hu h
May
Whit* Hu*
Jun* Jun*
SWF
sw P
Jun*
SWP
dun#
SWP
Jun.
Y2tow Ho u m
Jun*
SWP
Jun.
Bad Room
Jun*
SWP
Jun*
Yellow Hour*
Jun*
Yellow Ho u m
Jun.
Bed Room
Jun*
SWF
Jun*
SWP
May 23 Y.Llow Hous.
Jun*
Bad Ream
Jun.
SWP
Jun*
Yellow Hous*
Jun*
Bed Room
Jun*
Yallow Haua*
JUNE
PUBLICATION
ON SALE
FORTUNE ...................................
TIME .............................................. HOUSEHOLD MAGAZINE - - Juna 5 COSMOPOLITAN .................... - Juna 10
SATURDAY EVENING POST * Jan. 11 COUNTRY GENTLEMAN - - - Juna 15
AMERICAN MAGAZINE - - . June IS ftr.Tiy.it HAMft ir fiARnniK
ATLANTIC MONTHLY - - - - June 20
HARPER'S MAGAZINE - COUNTRY HOME.................... Juna 20 AMERICAN HOME................ Jun* 23 COLLIER'S ............................... . Jun* 26
NATIONAL GEOGRAPHIC - - July I
issue DATE
SUBJECT
Jun*
Yellow Ho u m Yellow Ho u m
July
July dun* 13
Bad Raem Tills* Ho u m Bad Room
July July
B*d Roam
July .V.i ly
July July July
Sid Ke*m Yellow Ho u m S*mi-l>uitK
T allow Mouse
July 4 Bid Noam
July
Bed Roam
145,691,228 MESSAGES!
YOUR COMMUNITY-EVERY COMMUNITY IN AMERICA-- WILL SEE AND READ
BEAUTY AND PROTECTION
BY Sh e r w in -Wil l ia ms
-SWP0007
-039214
mv m<.>
NHK
0007