Document badd821pBD1E2rbE86X05pK1Z

N29090 WHY DO PEOPLEJP/ First: To preserve the su rfaces against decay 0007-SWP-0001225^ in Witt PAINT THEIR ^)USES Second: To give the houses color and beauty Without paint protection, this beautiful home would hove become run down like the one on the opposite page 0007-SWP-039165 0007-SWP QUALITY PAINT is Protecting Billions of Dollars VC^orth of Property Against Decay L L t 0007-SWP-00012254 trn T fm ttu 0007-SW P-039167 BUT the Nation's Annual Loss Due to Inadequate Paint Protection Runs Into Many Millions of Dollars. ~ 0007-SWP-00012254 0007-SWP-00012254 0007-SW P-039169 3S VALUE TO A HOUSE land Brings A High er Appraisa Increases Prestige in the Community 0007-SWP-0001225* WHAT ARE THE INGREDIENTS OF SWP ? 4* t These give the spreading and adhesion qualities to paint. LIQUIDS Refined Linseed Oil Japan Drier Volatile Thi nners These give hiding or covering, pre servative and col ,, Fo me n t s AND COLO*1 oring qualities to paint. White Lead Carbonate OZLO lead -zinc pigment (While Jead sulphole line oxide) Titanium - Magne sium Pigment (In SWP While and lir.fs) SWP 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-039170 0007-SWP-00012254 HOW DOES SWP COMPARE WITH CHEAP PAINTS LOW GRADE HOUSE PAINT VOLATILE pet r o l eu m d is t il l at e^ 30% w a t e r 33% l5S OILS 22% 0o p|g me n t a n d c o l o r 'Ch io h g r a p e h o u s e p a in t VOLATILE SOLVENT nl m f o r min g OILS p ig me n t s AND COLOR 90% to Q _J oto zo 2 ecc 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 ait, leaving only 37% of actual fitm 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., Washington, D. C.) 0007-SWP-03 9171 0007-SWP-0001225 WHY ISN'T SWP MADE FROM^w HERE'S WHY-- (^r<l The above illustration is fiom an un-retouehed 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 with a soft cloth. The dust collected was from an area measuring 1 2 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 4* In the photograph at left a striking comparison will be ob served in a test of straight while 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. P! 0007-SWP-03 9172 0007-SWP-00012256 \\nU UUUUUUUH m m WHITE LEAD EXCLUSIVELY HERE'S WHY-- 0 0 0 7 SWP- 0 3 917 3- %t r m r n + w |4 # 4 Here is another interesting comparison of a test made with SWP and straight lead and oil painl. This unrelouched photograph was taken after 2,*j years of exposure. SWP appears on the two left-hand doors. SWP The above is a close-up photograph of the SWP paint film after a three-year exposure. Observe the generally unimpaired appearance of the film and absence from the characteristic checking of single pigment white lead paint. (f white lead as a single pigment made the best house paint, the United States Government and ail important railroads would not be specifying paints for exterior painting that have a MULTIPLE PIGMENT CONTENT. 0007-SWP-0001225 $ WHAT IS ADDED TO THE WHITE LEAD iz V IN SWP TO RETAIN IT'S ATTRACTIVENESS? 5 Here is the Answer- 7 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. In making OZLO pigment from the original ores, SherwinWilliams fuses lead and zinc 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 bouse paint. Not* th* difference in whiferrej* ol lb* tws> p*Jnt Jr* the pietua* on th* iH. Th* left-fund pnl wit pointed with t*tgbl wbt* lead peint/ th* zijbt.lund pend with whit* l*d peinl to which OZLO pigment t eddrd. dt 0007-SWP-039174 0007-SWP-00012255 V W tttti \W\ 0007-SW P-039175 WHAT GIVES SWP GREATER WHITENESS AND STRONGER HIDING POWER ? The Answer Is: WHITE LEAD (Carbonate) -- PLUS-- --PLUS-- TITANIUM'""'MAGNESIUM PIGMENT Titanium Magnesium Pigment Adds? a EXTREME 4* WHITENESS 2 GREAT OPACITY 0 HIGHER ' 3 RESISTANCE TO SMOKE AND SULPHUROUS GASES m Tdmu'' Mcgneiivn*. be>ng whitei than lead carbonate and OZLO pigment. and t also being stronger in hid ing power, the scientific com i bination of these pigment! 4 mutts in an EXTREMELY white paint of great opacity. 4 4 9 4 0007-SWP-0001225 WHAT PIGMENTS FOUND IN "CHEAP" -j CHALK* ^-kemically known as Calcium Carbonate and so declared on "cheap" paint labels. It is used extensively in many of the "cheep" house paints. 2. BARYTES: Chemically known as Barium Sulphate. This is a cheap, inert pigment having no hiding power, and is used extensively in "loading" cheap paints. g CHINA CLAY CKemical!>' 'ner* while'p'9mer't mined Irom 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. 0007-SWP-039176 0007-SWP-00012255 u \\ \\ u m U44U4H\ m m tft \\ w\ i \\ \\ \\\ u u u tttftv ARE AVOIDED IN SIVP? 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 paints is always Dissatisfaction. Close-ups of two "cheap" paint films after weather exposure of one year. Note "checking*' of paint film on felt panel and extreme chalking and washing away of oaint film on second panel. r* Here is what happens ail <00 frequently when the consumer buys paint on the basis of price per gal lon. Ths house was pemted with oaint containing "jol.V pigments >n combination with other pigments. Note how the film has literally washed off the surface in two years' time. 0007-SWP-0001225* Up-to-date accelerated testing equipment gives vs muck more effective control of every-day color production became it reveals immediately any slightest variation. Rfo^-^^^03^78 V 0007-SWP-00012255 WJi*' * WHAT IS THE MOST IMPORTANT AND t~`* UNMATCHABLE INGREDIENT IN SWP? L_ tr* tr** fr-* V* tr* c * "THE most important single ingredient in SWP is the human factor, " --the knowledge, skill and care which go into its manufacture. This is the result of 59 years of continuous effort to produce the best possible house paint. There is no short-cut to research, and no empty claims can take the place of practical experience in manufacturing. 0007-SWP-039179 0007-SWP-0001225 FIFTY-NINE YEARS of RESEARCH^/ MADE 5WP THE HOUSE PAINTS' I JERE is a photograph of the Research and Technical staff 1 that is responsible for the development and safeguarding of the: quality of SWP. It is these men who, over a long period of years, have worked on the scientific and practical develop ment of this product,--the most perfectly balanced and durable house paint that money can buy today! * > 4- 0007-SWP-039180 0007-SWP-00012255 u im u u iu u u u m 0 0 0 7 -S W P -0 3 9 1 8 1 j AND DEVELOPMENT HAVE STANDARD OF THE WORLD THE quality of SWP is not only safeguarded thru laboratory control but in the actual process of manufacture. The men who are supervising the actual production of SWP at the paint mills -- some of whom are shown in the photograph below -- have average service records of 23 years. They are skilled paint makers to the core -- true craftsmen. 0007-SWP-00012256 +** 4*** "HANDSOME IS AS HANDSOME DOES" Ov e r a period of years, thousands of exposure tests have *4"* been made of paint formulations by The Sherwin-Williams Co. These tests have been made on wood panels which are shipped to different sections of the country for weather exposure tests on especially constructed racks such as are shown below. *$** Panel Epoaute "Farm*' at Miami, Florida r4* 4** 0007-SWP-039182 0007-SWP-0001225{ - ~./l ,0. 5 NOTHING COUNTS BUT p e r f o r ma n c e / Pe r io d ic a l l y the panels un r / der exposure are carefullyinspected and the results of each test care fully noted. Important results are checked and rechecked before definite adoption of formula change. Paint chemist} and technician} watch the exposure reaction o> paint}, in their eonlinuout effort for formula improvement}. Panel Exposure "Farm" at lead Fall}, Ohio 0007-S W P -039183 0007-SWP-00012256 ONLY BECAUSE SATISFIED' C THE SHERWIN-WILLIAMS CO. IS THE^V' 0007-SWP-O39184 0007-SWP-0001225? D|CONSUMERS MADE IT SO, iEi WORLD'S LARGEST PAINT PRODUCER 0007-SWP-00012256 ALL IMPORTANT INGREDIENTS^C IN SHERWIN-WILLIAMS OWN^R, 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 $-W products. ***** - ' 6- V"' 0007-SWP-039186 0007-SWP-00012256 3OF SWP ARE "TAILOR-MADE" n Sr a w ma t e r ia l p l a n t s Sherwin-NX/illiams Lead Carbonate Plant, Chi cago, 111. The SherwinWilliams Co. ts one of the country's largest producers of Wh'te Lead. .. erwin- Will iams Ore Smelters and OZLO Pigment Plant, Coffeyville, Kansas. 0007-SWP-00012256 BATES LABEL 00'07-SWP-039188 NOT USED IN THIS PRODUCTION EVERY GALLON OF SWP ISr=Ct COMPLETE UNIFORMITY^ Th e control of quality and uniformity in SWP is maintained by physical testing laboratories in each manufacturing plant, such as is shown in the picture below. A color of SWP house paint made according to a given formula today will be identical with the paint made according to the same formula months later. 0007-SWP-039189 0007-SWP-00012256 SgCHECKED AND RECHECKED FOR "^AND STANDARD QUALITY EACH production batch of SWP is tested against standard samples for uniformity of color, body, hiding power, working *d- characteristics and drying time. In each Sherwin-Williams plant X these standard samples are carefully filed in fireproof vaults such as the one shown below. 0007-SWP-00012256 THE HIGH COVERING CAPACITY^ C THE FINENESS OF ITSSM is ground in paint mills of Sherwin -'Williams design and manufacture, -- another exclusive feature of SV/P Production. These mills grind slowly and very finely. This fine grinding takes more time and increases the ^per gallon// cost of manufacturing. 0007-SWP-039191 0007-SWP-0001225 TY^OF SWP IS DUE LARGELY TO it s Ima c h in e GRINDING r"' THE greatet spreading power o( SWP is the direct result of the extremely fine grinding of the pigments ns part of the manufacturing pro cess. This photograph illustrates the principle involved in fine grinding. Note the incieased spreading power of a teaspoonful of pow dered sugar as compared with that of a teaspoon ful of granulated sugar. Th is same principle ap plies to paint. 0007-SWP-00012257 0 0 0 7 -S W P -0 3 9 1 9 2 TO A BEAlSjTi HOUSE iA It is Sherwin-'Williams' recommendation that paintersfolic to get finest possible house paint jobs with a finish^ that and will give lowest-cost^p pair P STEP "Uniforming' the surface with a single coat of SWF UNDERCOATER No. 450. S3 s t e p Protecting and beautifying the surface with SWP House Paint. h D SWP UNDERCOATER No. 450 (Prepared ready for use same as SWPHousePaint) The foundation coat which "uniforms7'' porous weathered surfaces, new un painted wood, and hard, non-porous paint in one coat. GREATLY IMPROVED HIDING POWER with S WP Undercoater No. 450 A spoonful of standard white lead and oil hrst-coat mixture and an equal amount of SWP Undercoater were brushed over this checkered pattern on porous wall board. The extra sealing and hiding power of SWP No "150, illustrated here, means more beau tiful house p<unl jobs with SNX/P over dark, dinyy weathered sudrfCes. 4* 0007-SWP-039193 0007-SWP-000122572 UpTlFUL f Ia in t j o b i ,,T> ers - Follow these two steps in order ms that will have greater durability 4r* DSt r4^' paint protection. T>$ %un- Jf Z> -trk. HOW IS SWP UNDERGO IER No 4 50 DIFFERENT FROM - (d) Hand nr.ixed tatid rv;: c-i pr.-r.-.nj j.u.mrs (b) House paint thinned for priming purposes? It comes prepaied, ready to use on all lyocs ol surfaces without special thinning far porous or iron-porous sur faces. It dries to a uniform, dull sheen with a "tooth" over both porous and norvporous surfaces, thereby reducing "paint crawling" lc a minimum It is made with < >i>cc-oi cl i.Nned (for priming) Hnd pi-*(i: cii It brushes easily ow nil u:i i' -' bee n:-., .t Ov-s not strike m and di<g It is made with th.. Pa*nt, the proportionto make a supr.-^oi *hV .n order Its extra hiding u '' pigments we u.. , heir, build a It.'L.-- . .:nst : ,.v vs.:' . -I- .vh,*h It Ul.tH OOs-.br* * ? c*.;rt house in* houses, alike. i Here's what this painter wrote us. ' Whn I had coMmiCMcd lire fn.t 'o-l wnh yj; nw No 450 Undeicoate* oov this dnl <jray --badly weathered >ud*c---) believe 1 can honestly say that no two coals ol any paint I hae ever used could have looked much better "Theie is no doubt my m.nd about its being t 00 satisfadoiy in every respect." sssaanssr-:^^:* .yJjfe 2 3 *; -rri'SStri A* -W t. The ong*nal bail!' ?. Suihirv wne-buiu T One '`nOnn>r' h* 4. - s - pn.nl *nd d:? .vu i >i V\X/I' U"d?>?oats.** Mi? 450 0007-SWP-03 9194 0007-SWP-00012257 (Hand-mixed House Paints Are Not Easily Washed) Here are the reasons why SWP House Paint washes so satisfactorily: 1. Because the film is close-knit and nonporous. 9. Because dirt accumulates^on the sur face, only. It does not penetrate. 3. Because SWP weathers gradually with out roughening. The blend of white lead carbonate with OZLO lead-zinc and titanium keeps it smooth. 4. SWP washes CLEAN. OZLO leadzinc and titanium-magnesium are fumeresisting pigments and fortify SWP against atmospheric discoloration. 0007-SWP-039195 0007-SWP-000122574 SWP RESISTS ATMOSPHERIC DISCOLORATION When painted houses turn gray, dirt isn l always entirely to blame. Sulphur fumes, present in the air in all neigh borhoods, discolor many house paints. In malsing SWP House Paint we fortify our white lead carbonate with OZLO lead-tine and titanium which are fume-resisting pig ments. That's why you are safer when you paint your house with SV^P. HOWEVER in districts where fume con ditions are excessive USE SWP FUME RE SISTING WHITE No. 436. This lovely country home wa* painted with SWP - bwi ihe pamtet "tan ihort'' and pieced out with white paint of another btand. Both pamti matched, when new, But 18looh what month'j expoiure did to the he >ubstuiied' 0007-SW P-039196 0007-SWP-000122575 MONTHLY PAYMENT PLAN (or PAINTING : The needed painting on your property can be done now and can be paid for in monthly installments over a period of 12 to 18 months. CHECK THE ADVANTAGES OF THIS PLAN 1. No down payment required. 2. 12 to 18 months to pay--low monthly installments. 3. First payment not due until one month from date of completion. 4. Includes both labor and material--or material, alone, can be financed, if desired. 5. Low F. H. A. Rate of 5%. HERE ARE TWO EXAMPLES: Cost of Painting (Material and Labor) Finance cfiarge (12 months) Total Your payments, per month for 12 months Cost of Painting (Material and Labor) Finance charge (18 months basis) . Total Your payments, per month for 18 months $70.00 3.68 $73.68 $ 6.14 $200.00 15.38 $215.38 $ 11.97 0007-SWP-039197 0007-SWP-000122576 STEP BY STEP INSTRUCTIONS 1. WORK AUTHORIZED UNDER THIS PLAN Painting and decorating of homes, cottages, apartment buildings, farm buildings, stores, hotels, business buildings, etc. 2. FINANCING LIMITS $60 minimum with no maximum spec ified. Limited to painting and decorating. Contract to pay out runs no longer than 18 months. 3. APPLY FOR A LOAN to Either your own banker--or The S-W Paint Headquarters Dealer. 4. FINANCING COST See the Payment Schedu e below: $100.00 job . . . 120.00 "... 150.00 "... 170.00 "... 200.00 "... 250.00 "... 300.00 "... 400.00 "... 500.00 "... 12 Monthly Payments $ 8.78 each 10.53 " 13.17 " 14.91 " 17.55 " 21.94 " 26.32 " 35.09 " 43.86 '' - ._A CO 18 Monthly Payments $ 5.98 each 8.97 " 10.17 " 11.97 " 14.96 " 17.95 " 23.93 " 29.91 " 0007-SWP-039198 0007-SWP-000122577 AT THIS SIGN, PURCHASE THE WORLD'S LARGEST SELLING HOUSE PAINT WITH CONFI DENCE OF SATISFACTION % 0007-SWP-039199 0007-SWP-000122578 / Tit 0007-SWP-039200 0007-SWP-000122579