Document rB2Od8JoMgovvky48VRaq3Zme

u jwer" because lead pigment stabilizes the film Surfaces Look Better... Longer Afcer prolonged exposure under different climatic condi* tions, the house paint containing white lead on these test panels is still as durable as it looks... a continuous surface without cracks... the best argument for using lead pig ment in your paint formulations. Chicago's industrial gases and rapid temperature changes, as well as Florida's moisture and sun-bake treat ment, failed to permeate or crack the protective film of the "lead" paints because white lead neutralizes and stabilizes the decomposition products of the vehicle by forming stable, insoluble lead salts, giving the paint a tough, re silient film. . ' These exposure tests show why it pays to include "lead" in your paint formulations... it gives paint the "staying power" that keeps it looking fresher--longer ... a power ful sales argument. For detailed information on the most effective use of "lead" in your paints... write to Lead Industries Associa tion, 420 Lexington Avenue, New York 17. 31% Whit. Ited 30% Zinc Oxid* 7% Rutile Ti02 7% Anatose Ti02 75% Extender 36% Zinc Oxide 9% Rutile TiOj 13% Ana to T102 42% Extender TWO SEVERS EXPOSURE TESTS Photographs of test panels (inserts, twice actual size) show how properly lead-pigmented paints retain their elasticity, toughness, staying power . . . and appearance. "LEAD" LENGTHENS THE LIFE OF PAINT : BECAUSE: . It Stabilizes ... neutralizes acidic compounds result ing from the decomposition of the vehicle--prevents i the film from becoming soft or liquefying. i H Plasticizes . . . forms lead soaps which increase i film flexibility. ; It Strengthens . . . flexible, spiney lead soap parti cles mechanically reinforce the film and increase ., elastic strength. : . It Re lists Water . . . paint films with an optimum ' lead pigment content absorb only a small fraction as much water as do lead-free paints. It limits Oil Penetration ... more of the vehicle re ; mains in the film where it is needed; less is absorbed in the substrata. . '` It Improves Appearance . . . by controlling chalk ing and inhibiting mildew. , Self-Primed, south vertical. White Pine. LEAD KOK-LEAD Vef icle Both formulations confoin the some bodied oil type vehicle. P.V.C. = 36 P.V.C. = 34 !5t} This advertisement or version thereof appears fn the following publications: American Paint journal, Jan. 7; Plaint, Oil Sc Chemical Review, Jan.; Official Digest, Jan.; Oil, Paint & Drug Reporter, Jan. 7; Western Paint Review, Feb.; Paint Sc Varnish Production, Jan.