Document LYKDLO28VobqnRMR2qKOq4qb

The TRUTH about FACTS 0007-SWP"042068  For 80 yearn the history oi SWP has In making SWP vre atari with the white been ana at gradual but otaady im load carbonate uaad In making lead- provement. But in raallty, SWP is not 60 and-oil paint becanae it boa many ex-' yean otf-bui rather SO yeara youngbe aeOant qualities: cause of tba waySherwtn-Williams keep It up-io-dale with ovary improvement known lo paint edeuce to give li loafing beauty, gnatar andutanca and ability to protect your bouaa tram waalhar. 1. It proiecta Iba euriaca waQ 2. It haa atrang gdhaaioa lo the aur- .. ; 3, It doaa not erode In weathering . Wo hava add that ihara ia a diifaianca 4. Paiaters liks itseasybrushabUity in tha wearing qualities at painti made But lor many yearn paintaff havesought with ditiereal pigmenia. Tba raaaon ia lor waya lo overcome the objectionable lound in Iba chemical roacbooa which apolty chalking oi while lead paint and taka ploca botwaan Ihoaa various pig- they have wanted lo give It batter reeia- manta and lirneed oH And, we should tance to the sul- ay, loo, that various ways for agingand phur iumes In refining lie limeed oil now are known the air which. to hare fully aa great a bearing aa tha ' causewhile pigmenla upon the litaoiihebouaa paint ' leadpainta nv 0007-SWP-000125457 .|VS - lo turn gray and lose ihair attractive ap-' \ much the same manneras alloying metals are pearanca long before the paint actually has added to steel to make it stainless or harder ' worn out. for special purposes. !' Zinc oxide was one oi ihe lint pigments added ' ' OZLO lead-xinc pigment adds smoothness lo lo vrhilo lead for this purpose. But while It did . .white lead paint--also stronger hiding power. males a smoother, harder paint, with less . and resistance to atmospheric discoloration. chalking than lead-and-oll palal, there was the tendency towards brittleness that fre quently resulted In the paint cracking.' Than--we go a step further--titanium-raagneslura is added. Titanium dioxide is the strongest hiding white pigment available to How to overcome this? Sherwin-Williams has done it with a revolutionary pigment called "OZLO" lead-xinc, made from the original ores In Sherwin-WlUtams own smellers. In making OZLO, basic lsad sulphate and zinc .. oxide are fumed together under terrific heal --not a mere mechanical mixture, but an inti mate phyxieal union of the two metallic pig ments--Impossible to achieve by any me chanical mixing or grinding operation - so that OZLO possesess the virtues of both while lead and zinc oxide. ..Thlx pigment serves to "alloy" white lead In paint science and. combined with magnesium, it makes a more durable paint than when used alone.- It adds greatly to the hiding power of SWP and. because U Is not affected at all by discoloring fumes, it gives SWP1 still greater resistance to Ibe fumes that turn un fortified white lead paints gray. f . , The pigments and the colors in paint are ' vitally Important, but so is the vehicle. That Is why Shtrwln-Williams make their own lin seed oil--select choice flaxseed, crush It in their own mills, age, refine and treat the oil so as to make It best suited (or use in SWP. WHAT MAKES CHEAP PAINT COSTLY? Do you knowthat the liquidor "vehicle'*con- ' tent of many cheap paints has been found lo amount to as much as 33 ordinary hy drant water, plus 30% of petroleum distillates (gasoline). Some cheap paints actually con tain as liltle as 37% of film-forming pig ments and oils. Imagine paying even "cheap" paint prices ($1 lo 52 per gallon) ior two-" . thirds of a gallon of gasoline - and water] What's cheap 'about that? Particularly In ..k.view of the fact that the small amount of fllm-form- lag materials contained in such paints is usually composed of cheap pigments. Now compare what you get In these cheap, watered paints with what you gel in a quality house paint Uke SWP. U is easy to under stand, now, why cheap paint films soon break down-crack. peeL chip, chalk and wash away. These Illueiraiteee ere reproduced erectly Item a dieprem issued by the Educational Bureau el Hie Americaa Mel and Verities Manulae/urert JMn. WoeMupfeii. D. C. .* t V' ! 7 0007--SWP-042070 0007-SWP-000125458 9 Haven't you often wondered why nmt freshly painted white houses turn gray in a very short lime white others seem to keep their fresh appearance indefinitely? Pos sibly you just assumed that some neighbor hoods must be dirtier than others and that the houses suffered accordingly, But, chances are in many cases, that dirt wasn't entirely to blame. Probably the trouble struck deeper and atmospheric dis coloration was taking place. Points in which the while lead is not fortified are particularly sensitive to the sulphur fumes presenl in the air in practically every community and this causes them la lum gray ' --they cannot be washed clean again. By fortifying the white lead In SWP with OZLO lead-zinc and titanium-magnesium SWP is given great resistance to these fumes. This it doubly important because dirt washes, easily from SWP so that Its# from dis coloration. the house looks almost as if newly painted. There are some communities in various parts of ths country --near oil fields and certain industrial plants-where these fume conditions are so exces sive that they attack any paint containing white lead. Special SWP Fume Resisting While No. 436. has been pro vided far these localities. ' 'v ? m 00O7-SWP--042071 0007-SWP-000125459 THAT ARE FACTORS IN SMTP LEADERSHIP EXPERIENCE 71 years making quality paints has built a fund of knowledge which Is at great benefit lo Sherwin- ; Williams customers. II provides safarlo-uss points to meet your dbnato poodtMcns wherever you lies. It puts greatest serviceability tala SW7 for greatest vchis and sartsfaerton. | RESEARCH' Year In and year oul S-W chemists must continue to test countless formula vatlaUons Inlhe laboratory I on test fences and undtr actual ser| vice coodiHonsoahomss.That Ishow ibs lamoos "balanced formula" o! SWF was created years ago and that Is how ws eonlieue to keep SWP up-to-date. 1 MANUFACTURING I The principal Ingredients in SWF I are finished products made bi their I ownShererin-Williams factory under I control el Its own staff of chemists i -men who make a life study of paint chemistry and lake pride In the perfection ol Ihelr product-made especially for ude In SWF House Faint. ALLOYING PIGMENTS In etaInlets eteel "alloying metal" protect# rkguJar eteel from die* coloring acfde. OZLO lead-sine and titanium-magnesium ore the `'alloy ing pigments'* which protect the while lead in SWF from atmospheric discoloration. In OHO. lead and rtnc pigments are famed Into a pigment under high heat in Sherwin-WMtams smaller*. COLORS I Most of the chemical colors rede. yellows, greens, blues--weed In I SWF are made in Sherwin-Williams own color works. Natural earth | colors are selected with greatest care and must meet rigid standards. That's why SWP colors are so soil and rich, so plsatlng and srdurinq. | HIDING POWER I Dingy old surfacesoreeoslev to hide with SWP linls because they ore strengthened with OZLO and thanium-magnsstum pigments. Weok- I covering paints never look clean becausetheydonoibidelhsoldsurfacecompletelyasSWPdoes. The strong hiding power ol SWP also makes it qo furl her. | WASHABILITY Every pigment reacts differently j with linseed oil and weathers In a ; different way. Excessive chalking. : roughening and crocking are faults avoided In SWF by its 3-pigment blend. SWP does not roughen with wealhsrtng. Dirt cannot penetrate its smooth, tight surfacs. | ATMOSPHERIC DISCOLORATION In most nslghborheods. the added proft<1Ion afforded by OZLO and titonlua-mognetlum keeps SWP sols from the fumss that discolor . so many other paints. In rarer# ex posures near oil fields and certain industrial plants. SWF Fume Resisting Whits should bs ussd lor best result*. 0007--SWP--042072 0007-SWP-000125460