[Rarebooks] FS: Mazda Automobile & Home Light Bulbs 1910-20 Ephemera

[Joslin Hall Rare Books]

 From our new catalog-
<http://www.joslinhall.com/Catalog367.pdf>

Lot of 1910-1920 Promotional Ephemera for Mazda Automobile & Home Light 
Bulbs.

A lot of promotional material, including circular promotional tags, 
oblong tags, booklets, and cards. The "Mazda" brand name for its 
tungsten filament incandescent light bulb was trademarked by General 
Electric in 1909, and was used by GE and Westinghouse until 1945. The 
bulb was named for Ahura Mazda, the God of Zoroastrianism whose name 
means light of wisdom. The bulbs were marketed by emphasizing their 
predictable performance and long life expectancy for a wide variety of 
uses, including home lighting and car headlights. "GE also licensed the 
Mazda name, socket sizes, and tungsten filament technology to other 
manufacturers to establish a standard for lighting. Bulbs were soon sold 
by many manufacturers with the Mazda name attached, including British 
Thomson-Houston in the United Kingdom, Toshiba in Japan, and GE's chief 
competitor Westinghouse, which advertised their bulbs with paintings by 
Maxfield Parrish. In the 1925 Felix the Cat cartoon The Cat and the Kit, 
Mazda lamps are Felix's choice of car headlights. In the play The Glass 
Menagerie by Tennessee Williams, after the rain knocks out the 
electricity, Amanda says: 'We'll just have to spend the remainder of the 
evening in the nineteenth century, before Mr. Edison made the Mazda 
lamp!' The Mazda light bulb is improbably mentioned in the 1952 Johnny 
Mercer song Glow Worm: 'You got a cute vest-pocket Mazda/Which you can 
make both slow and fazda'."

35 pieces. Some with some soil and wear, most clean and nice.  [42459]  
$250


Pictures ->
<http://www.joslinhall.com/Catalog367.pdf>



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JOSLIN HALL RARE BOOKS, ABAA
Fine books of the 16th-20th centuries
on the decorative and fine arts & design

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