Document b5QOaYEB6m1b7p5wrgp5O5eLD

^29022 WHAT ARE THE INGREDIENTS s OF SWP : These give the spreading and ad hesion qualities to paint. l iq u id s Refined Linseed Oil Japan Drier Volatile Thinners These give Sliding or covering, pre servative and col oring qualities to paint. Fi g me n t s AND c o l o R Whit2 Lead Carbonate OZLO lead-zinc pigment (White lead sulphate zinc oxide) Titanium-Magne sium Pigment (In SWP White and tints) S\X/ P 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--041155 0007-SWP-000124548 4 9 0 0 0 0 HOW DOES SWP COMPARE 0 0 0 WITH CHEAP PAINTS 0 0 0 0 0 0 LOW GRADE HOUSE 0 m Vo l a t il e s o l v e n t 10-?L 0 VOLATILE 0 pet r o l eu m d is t il l at es 30% f il m FORMING tn Q OILS PIGMENTS O (A Wa t e r 33% J0 AND COLOR 90% O 2 z o: O OILS 22% PIGMENT AND COLOR 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., VGshington, D. C.) i ! I 0007--SWP--041156 0007-SWP-000124549 1 WHY ISN'T SWP MADE FROM^ HERE'S WHY-- The above iliuslralion is from an un-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 vVith a soft cloth. The dust collected was from an area measuring 1 ? in. by 8 in. Note how the white lead film has turned gray in reaction with the coal smoke and sulphurous gases in the air*. DISCOLORS READILY C*r 0s c* In the photograph af left a striking comparison will be ob served in a test of straight white 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. 0007-SWP-041157 r* r* ** r~ 0 < r r 0 c r m c 0007-SWP-000124550 C, WHITE LEAD EXCLUSIVELY HERE'S WHY- tvm vvrtvmw Here is another interesting comparison of a test made with SWP and straight lead and oil paint. This unretouched photograph was taken after 2/d years of exposure. SWP appears on the two left-hand doors. SWP The above is a close-up photograph of the SWP paint film alter a three-year exposure. Observe the generally unimpaired appearance of the film and absence from the characteristic checking of single pigment whlite 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--041158 r 0007-SWP-000124551 WHAT IS ADDED TO THE WHITE LEAD g IN SWP TO RETAIN IT'S ATTRACTIVENESS? 2 Here is the Answer OZLO lead-i Inc pigment is indde in Sherwin-Williams smellers al Coffeyville, Kans. and shipped to the S-W paint factories in various parts of the country. S-W OZLO lead-zinc pigment fortifies the white lead carbonate in SWP so as to control chalking and to make it more resistant to atmospheric discoloration. *4* 0** > In making OZLO pigment from the original ores, Sherwin- Williams fuses lead and 2inc into ONE COMBINED PIGMENT which possesses the desired qualities of both lead and zinc and is superior to lead and zinc when mixed as separate pigments in house paint. Note the difference in whiteness of the two paint films in the picture on the left. The left-hand panel wjt painted vyith straight white fead paint, the right-hand panel with white lead paint to which OZLO pigment wei added. Q 00 V "SWP'~041159 0007-SWP-000124552 : WHAT GIVES SWP GREATER WHITENESS 2 AND STRONGER HIDING POWER ? r f# ? The Answer Is: WHITE LEAD (Carbonate) -- PLUS-- --PLUS , *+ TITANIUM'--MAGNESIUM PIGMENT f f Titanium Magnesium Pigment Adds- r 4* ^ EXTREME ' WHITENESS 4 2 GREAT OPACITY 4 n HIGHER 4* J RESISTANCE TO rr SMOKE AND SULPHUROUS GASES 4* 4* 4* A* 4* 4* i. 4 Titanium Magnesium, being whiter than lead carbonate and OZLO pigment, and also being stronger in hid ing power, the scientific com bination of these pigments results in an EXTREMELY white paint of great opacity. > 0007-SWP-041160 4 0007-SWP-000124553 WHAT PIGMENTS FOUND IN "CHEAP"^ <r"l T* r tr tT tr tr tr tr e* r r r r 1. CHALK: Chemically known as Calcium Carbonate and so declared on "cheap" paint labels. It is used extensively in many of the "cheap" house paints. 2. Chemically known as Barium Sulphate. This is a cheap, inert pigment having no hiding power, and is used extensively in "loading" cheap paints. 3. Q_CL/W ^'erTMca^Y 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. r r tr tr r r r r r r r m t C 0007-SWP--041X61 0007-SWP-000124554 -r^ ?PAINTS ARE AVOIDED IN SMTP trr* Th e r e is almost an unlimited 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 f r paints is always Dissatisfaction. '-f* /-r* n* A* ri* rf rf* Here is what happens dll too frequently when the consumer buys paint on the basis of price per salion. This house was painted with paint containing "joker" pigments in combination with other pigments. Note how the film has literally washed off the surface in two years' time. 0007--SWP--041162 0007-SWP-000124555 IMPORTANT INGREDIENTS IN SHERWIN-WILLIAMS OWN I .> 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. vr' Sherwin-Williams Lead and Zinc Mines in New Mexico. Here are mined metals which, after processing and treatment, are used in SWP. 0007-SWP-000124556 ** ir- OF SWP ARE "TAILOR-MADE" RAW MATERIAL PLANTS Sherwin-Williams Lead Carbonate Plant, Chi cago, III. The SherwinWilliams Co. is one i- of the country's largest producers of 'White Lead. 4* 0007-SWP-000124557