Document e1mz7R46Vov2Y2gK9X6rgbQny

NZ9022 WHAT ARE THE INGREDIENTS s OF SWP \ These give the spreading and ad hesion qualities to paint. These give hiding or covering, pre servative and col oring qualities to paint. l iq u id s Refined Linseed Oil Japan Drier Volatile Thinners Fo me n t s AND COLO* Whit2 Lead Carbonate OZLO lead-zinc pigment (White lead sulphate zinc oxide) Tit anium-Magnesium Pigment (In SWP White and tints) *- 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--041155 ** 0007-SWP-000124548 HOW DOES SWP COMPARE WITH CHEAP PAINTS ~' ....... = 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., VAshington, D. C.) ; ' - ; 0007--SWP--041156 0007-SWP-000124549 1 WHY ISN'T SWP MADE FROM^ HERE'S WHY-- I The above illuslralion 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 With 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 air1. DISCOLORS READILY C*r 0s c* In the photograph at left a striking comparison will be cbr 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 9 c r m c 0007-SWP-000124550 WHITE LEAD EXCLUSIVELY^ HERE'S WHY- "T ~Jr* fcr^ l $ -i 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 whiite lead paint. IF white lead as,a single pigment made the best house parnt, the United States Government and all important railroads would not be specifying paints for exterior painting that have a MULTIPLE PIGMENT CONTENT. Here is another interesting comparison of a test made with SWP and straight lead and oil paint. This unretouched photograph was taken after 2 years of exposure. SWP appears on the two left-hand doors. 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-! 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. r*5" *** > In making OZLO pigment from the original ores, SherwinWilliams fuses lead and zinc info 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 was painted with straight white lead paint, the right-hand panel with white lead paint to which OZLO pigment wei added. 0 007 "*SWP'~04115 9 0007-SWP-000124552 : WHAT GIVES SWP GREATER WHITENESS % AND STRONGER HIDING POWER ? r ' f* % The Answer Is: WHITE LEAD (Carbonate) -- PLUS-- --PLUS-- t* TITANIUM'--MAGNESIUM PIGMENT f f* Titanium Magnesium Pigment Adds- f* f 1 EXTREME WHITENESS X- 2 GREAT OPACITY t 3 HIGHER RESISTANCE TO SMOKE AND l SULPHUROUS GASES 4* Titanium Magnesium, being 4* 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-04H60 0007-SWP-000124553 WHAT PIGMENTS FOUND IN "CHEAP"5 r tr tr tr tr tr r 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 ^efn'ca^ known as Barium Sulphate. This is a cheap, inert pigment having ' * no hiding power, and is used extensively in "loading" cheap paints. 3 CHINA CLAY ^-kemically inert white pigment mined from the earth. This pig ment possesses practically no value from the standpoint of "hiding11 power, such as is secured from the standard high grade paint pigments, such as Lead Carfconate, Zinc Oxide and Titanium Pigment. Frequently used in loading cheap exterior house paints, r r tr tr r r r r r r r 0007'SWP-041I61 0007-SWP-000124554 i2 PAINTS ARE AVOIDED IN SWP? THERE is almost an unlimited number of ways of cheating in *r* 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. rif* r-f* Close-ups of two '`cheap" paint films after weather exposure of, one year. Note "checking'' of paint film on left panel and extreme chalking, and Washing away of paint film on second panel. Here is what happens all too frequently when the consumer buys paint on the basis of price per gal lon. 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 SHERWIN-WILLIAMS OWN k " .> k Sherwin-Williams Linseed Oil Mill, Cleve r* 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. 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 T" * iOF SWP ARE "TAILOR-MADEn r a w MATERIAL PLANTS 4* 4* Sherwin-'Williams Lead Carbonate Plant, Chi cago, III. The SherwinWilliams Co. is one of the country's largest producers of 'White -4 Lead. -! 4* rl* Sh erwin- Will iams o re Smelters an d OZLO Pigment Plant, Coffeyville, Kansas. ooo7-swp-o4ii64 0007-SWP-000124557