Document Yr2pQ6jQ9yjBLYGv7e6mYJNdN

r "lead" plasticizes . jfmp'Wws* a paint film w..- that's why house paints containing "lead" remain tough and flexible "LEAD" LENGTHENS THE LIFE OF PAINT BECAUSE: t It Slabilizes-neutralizes acidic coint pounds resulting from the decoml position of the vehicle--prevents the [ film from becoming soft or liquefy* | ing. I I' It Plasticizes -- forms lead soaps j.. which increase film flexibility. i.. ' ' ' ; l It Strengthens--flexible, spiney crys- h' tals in lead soaps mechanically re t- inforce the film and increase elastic f. strength. 1. - i, .. ' ' 1 It Resists Walsr--paint films with an optimum lead pigment content i absorb only a small fraction as much | -water as they otherwise would.' - . V. / 'r: ' Without a plasticizer -- an agent that insures prolonged flex ibility -- paint, like any other plastic, would soon become hard and brittle. That's one of the reasons why white lead pigments are vital to multi-pigment house paints. Lead soaps, formed by the reaction of lead pigments with the vehicle, are ideal plasticizers. They prevent cracking under normal stresses -- allow the paint film to adhere tightly to the surface it protects and at the same cime stretch and contract with any dimensional changes of that surface. White lead pigments permit the formulation of paints which are not only tough and flexible initially but remain so through out their entire life. Use "lead" in your paints. And use enough of it to take full advantage of the many desirable qualities that white lead pig ments impart -- qualities which mean better paints, greater consumer satisfaction and larger sales. For detailed information on the most effective use of "lend" in your paints.. . write to Lead Industries Association, 420 Lexington Avenue. Sew York 17, S.Y. L*A02966 N 4108 .. ........ This advertisement or version thereof appears in the following publications: American Paint Journal Aug. la and Oc> Paint. Oil & Chemical Review. Dec. 7; Official Digest. Nov.; Oil, Paint & Drug Reporter. Oct. VJ ' ~