Document NG3J403nN8e5xGJLq352xXRww

FTC - SW - 000670 N18023 Reproduced at the Nation. SWP IS WASHABLE SWP is ihe modern, washable house paint that has every improvement, known to paint science, to give it splendid appearance and outstanding durability. The reason SWP washes so satisfactorily is that it is unbelievably smooth. And, because weather ing* does not discolor the paint or roughen it, SWP can be washed, year after year. This extra smooth ness is put into SWP by the way we blend our 3 distinct kinds of paint pigments--grinding them in the refined linseed oil we make expressly for SWP. In making SWP, we take the white lead carbonate, used in hand-mixing "lead-and-oil-paint" and we fortify it with S-W OZLO lead-zinc pigment for a tighter, smoother finish. Then we add titanium so that SWP weathers very gradually and evenly without becoming rough. Its ability to produce such a solid-covering, smooth coating over new and weathered houses, alike, is a most convincing performance to any person accustomed to using either hand-mixed paint or conventional house paints. ' Except in districts having excessive fume conditions. ne - mnj &'*&&& to a BEAUTIFUL HOUSE PAINT JOB It is Sherwin-Williams recommendation that painters follow these two steps in order to get finest possible house paint jobs with a finish that will have greater durability and will give lowest-cost paint protection. the FIRST STEP 'Uniforming" the surface with SWP Undercoater No. 450 in one single foundation coat of exceptional hiding and sealing power which will help to smoothen the surface uniformly. the SECOND STEP Profecf/ng the surface with SWP House Paint in. a single weather-re sisting coal possessing unusual attraciiveness and lasting oeciuiy. NOTE: It is recommended that new houses be given three coats for best possible results. Directions are on label. o o d e n h o u s e s weather unevenly. The con Experienced painters always endeavor to "uni Wdition of the surfaces for re-painting depends form" these unequal surfaces by adjusting their upon whether that part of the building is exposedpriming coat in various ways. But paints of limited to sun and rain or is protected in some way-as adaptability handicap them so that paint failures under the porch roof, cornices, etc. This is true, have resulted in many cases which are difficult particularly, when houses go too long without to re-paint properly. painting. And it is usually more difficult to re-paint a house where cheap paint has been used. The FOUNDATION COAT SWP Undercoater No. 450 comes prepared, ready EXCESSIVE WEATHERING MAKES SURFACES to use on all wood surfaces WITHOUT SPECIAL EXTREMELY DIFFICULT TO PAINT THINNING for varying degrees of porosity or non- porosity--with the exception of certain cases where This is a seven-time enlarge ihe addition of a small amount of raw linseed oil ment of a weathered paint film which is cracking oft and ex posing the wood to weather. Thorough wirebrushing is needed to remove ail loose npaint and dirt. This ia a seven-time enlarge ment of a weathered paint lilm which has washed away ex posing bare wood. Such sur faces are extremely rough and porous. Sandpapering to smoothen the surface would greatly improve ihe appear ance oi the new finish. Showing how one coat of SWP Undercoater No. 450 restores weathered surfaces. 1. The oriqinal surface. 2. Wirebrushed io remove loose paint and dirt. 3. One norma/ coat of SWP Undercoater No.450 brushed on--an ideal foundation for a beautiful SWP paint job. is desirable--see label directions. The paint is of the highest quality and is made with the same pigments as SWP. ihe proportions being changed so as to produce an undercoater with strong adhesion and great hiding power. These pigments are blended and ground in a dual-pur pose vehicle employing a combination of refined and processed linseed oils in a way not possible to duplicate by hand-mixing. With this dependable factory made SWP Under coater, the painter now can restore old, weathered houses io attractiveness simply by wirebrushing and cleaning the surface before priming. GREATLY IMPROVED HIDING POWER A. spoonful oi standard white lead first-coat mixture and an equal amount of SWP Under coater were brushed over this checkerboard pattern on porous board. The extra hiding power oi SWP Undercoater No. 450. illustrated here, means more beautiful house paint jobs over dark, dingy, weathered SWP RESISTS ATMOSPHERIC DISCOLORATIO Whea painted houses turn gray, dirt isn't alway entirely to blame. Take this house, for example. I Ki1 is one of two hundred built and painted at the sann lime. Some of the houses turned gray--all ove: Some stayed white all over. This one is "half an< half!" Two kinds of paint were used on this develop iwiii ment project and it is not strange that the painter should mistake and use both kinds of paint on th-. iS ~>i same house in several cases. Why did the houses stay WHITE when painiet with SWP? Why did the other houses turn gray: The answer is "sulphur fumes," present in the ai in all neighborhoods, to which white lead paint i particularly susceptible. In making SWP House Paint, we fortify our whit, lead with S-W QZLO lead-zinc pigment, also will titanium, the strongesi-hiding white pigment know: to paint science. OZLO has great resistance ti "atmospheric discoloration" and iitanium is no discolored at all by such fumes. You are safer when you paint your house with SW1 because its beauty and durability are fortified b; fume-resisting pigmeuis, NOTE: In districts where Ju j i.sj conditions cie excessive, use SWP Fum, Resisting White No. 436 inswj ot regular SWP. (Ask your S-W Dealer This lovely country home w j j painted with SV/P but the painter "ra: short" and pieced out with wtiite paint at another brand. Both pain; matched, when new. Bui i^k what 18 month's exposure did to th-. paint he substituted! "A -V- -' * i'-A; jiff SW - 000672 yne ^"pos-te^ <9^ MAIN STREET jta METROPOLIS SWP HOUSE PAINT ... JfM/tAMk&i Becuity and Pnjtdectiosi Whether the home you plan to paint is large or small--use the very best house paint money can buy--and you'll find yourself money ahead. Good house paint can never be called a luxury. SWP provides lasting beauty which people seek where cost need be no consideration. SWP also pro vides enduring protection for homes which practice strictest economy! In the making of good paint, honesty of purpose is but the necessary starting point. In making SWP, 65 years experience in honest paint mak ing have built up "traditions of the House" which continually bring SWP the best that modern paint science can offer. That's what keeps SWP up-todate. That's how Sherwin-Williams pro vide Beauty and Protection in SWP with economy. FTC - SW - 000674 tepiot.Vt.-i: ai'jic Nj;,cd \ 1 i 486 GOLDEN BROWN 393 TOBACCO BROWN 357 RED SWP is also made in Outside Gloss White, Fume-Resisting White, Flat White and Black No. 467. ,,/ CANARY YELLOW icO APPLE GREEN CARDINAL m.D SPANISH ORANGE ^Additional Tiunbrite Greens are also available. J FTC - SW - 000675 357 SILVER GRAY . . . Trim Color Gloss While 353 383 360 CREAM GHAY 479 PEARL GRAY 363 496 353 LIGHT LEAD 461 WILLOW GREEN 353 SLATE 369 BLUE For Porch Ceiling Eic. 362 FR. CROWN GREEN MED. 484 BOTTLE GREEN fclors are slightly higher in price than others on this page. For Better Two-Coat jobs Use SWP Undercoater No. 450 for the i-nst Coat. FTC - SW - 000676 SHINGLE STAIN MADE WITH SWP-SWP when properly thinned wilh pure linseed oil and S*W Exolvent (or turpentine) makes an. excellent shingle stain. Use any color of SWP desired. For the average surface add one half gallon pure linseed oil and one gallon S-W Exolvent (or turpentine) to each gallon of SWP. PAINTING GALVANIZED IRON -- Use S-W Galvite, a galva nized jEon-'primei^`an3^sirve^irecUons''oirfce-packsage care fully for best results. ' 'UN COVERING CAPACITY OF SWP HOUSE PAINT-SWP covers approximately 400 square feet, two coats per gallon on aver age surfaces. Be sure to follow thinning directions on the label..- S-w'sTlJCCO' AND CONCRETE PAINT--Seals concrete and stucco surfaces making them water proof. This prevents weather cracks, keeps the house dry and avoids repair bills due to penetration of moisture. The colors las! -- do not wash away with rain -- buildings tend lo stay cleaner without streaking and dis figuration common to unpainted stucco. IMPORTANT -- Follow care fully, directions on the package. 3-W PORCH AND DECK PAINT - Porches protected with S-W Porch and Deck Paint are easy to clean --the wood floor and steps do not decay. Paint porch floors once a year--keep your house attractive. SHERWIN-WILLIAMS BRUSHES-For bed results with SWP House Paint we recommend a 3 Vi or a 4-inch S-W No. 10 for large Jobs. For - a smaller job use a S-W No. 20 brush. Th e Sh e r w in - Wil l ia ms Co . ADMINISTRATION OFFICES. CLEVELAND, OHIO SALES OrPICCS. FACTORIES ANO WAREHOUSES Printed la U.S. A. The S-W Co. '' FKDRRAL t u a d r c o mmis s io n Docket 80*356.'!?...... EshiM "0...................... .J..... ..... _ IN THE MATTER OF ti/iQ ....WXfLbS..........~.......................... .. RBI "OUTER..... 7. ................. W.TUtfT, I*:. FlKlll"'ii .v \RSOfTATFS