OOH from 1939: "What only two coats of Sherwin Williams Paint will do for you."

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I don’t get it. If they did three coats of paint, even less of the house would be painted. Also, is triple coating the norm?

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lead paint back then sucked for coverage and it was notoriously time sucking. it was real thin and took a LOT of paint to hide darker materials (at least 3 coats). Sherwin Williams to this day has the tagline "cover the world" because they had a paint that was supposed to cover more area faster as a value proposition. Painting in these days sucked so bad I have heard stories from the old timers about their dads or grandfathers and painting houses. tons of labor.

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