Digitized by the Internet Archive in 2023 with funding from Columbia University Libraries httos://archive.org/details/beautifulhomeela00amer Is so beautiful and of such quality that it is extensively used on the most costly residences, yet is so reasonable in cost that those of moder- ate means find its use true economy MANUFACTURED BY AMERICAN MATERIALS Co. 101 Park AVENUE NEW YORK, N. Y. A Beautiful Home T is a natural ambition to own a beautiful, comfortable and substantial home. One you can be proud to possess. And nothing expresses more thoroughly your ideas of beauty, comfort and permanence in your home than an exterior of Elastica. It harmonizes with your ideals, illustrates your ambitions, and realizes your hopes. It strikingly shows good taste and good judgment. And an Elastica exterior is per- manent. Today there is a marked tendency to place all exterior wall coverings, and so-called stuc- coes In the same category, often to the detriment of really worth-while materials. But there is a vast difference. The building of a home is so infrequent, so important that the material for the exterior should be selected only after your careful analysis. Elastica Permanently Beautiful LASTICA is distinctively individual. It should not be confused with ordinary stucco. It is durable and offers beauty and variety in its finishes, tones and color schemes. There are many reasons why this ideal exterior wall covering is lasting in body strength and permanent in beauty. Briefly, Elastica is waterproofed, fireproof, stainproof and crackproof—and no part of the manufacture of Elastica is entrusted to the possible inexperience or inadequate equipment of the man at the mixing box, because it comes completely mixed—nothing to add but water. Page Three Elastica is Permanently Waterproofed HETHER or not a material for exteriors is immune to water is the ‘“‘acid-test’’—a factor of utmost importance in determining the merit of the material. When water penetrates an exterior stucco and gets to the lath, the stucco deteriorates; for water expands wood and metal lath will rust and corrode. Water cannot penetrate Elastica. The material is waterproofed with an integral waterproofing com- position that sheds water like an oiled surface. The waterproofing process used in Elastica is exclusively our own. Years of chemical research and large ex- penditures of money were employed in perfecting it. | ‘The success achieved has surpassed our most san- guine expectations. And as a consequence we are enabled to offer in Elastica a superior building prod- uct that is absolutely impregnable to water. Make this test yourself. Obtain a sample of Elastica; apply water to it in this manner as illustrated or in any other way. Take a sample from a job under construction— have the _plas- terer make a patty. Test it! Compare it with factory sample. Then apply the Same ces tao other — stuccoes. , , » Ordinar Elastica Stucco” | Satisfy yourself ae | that Elastica alone is water- proofed. Page Four 100 SA. YARDS YW Ut Uda 0 Square Yards to Vea LLM ALAA MMMM NEAREST | COMPETING PRODUCT 65 SQUARE YARDS TO THE TON Superior Qualities of Klastica LASTICA’S composition is so far superior to that of ordinary stuccoes and other building exteriors that it “goes further’. Actual figures prove that a ton of Elastica covers fifteen square yards of surface more than a ton of its nearest competing product. (See chart). The consequent saving in material, labor and money is obvious. Elastica is not only superior in quality, but due to that supe- riority it costs from 15 to 25 per cent less to apply. Elastica is a non-conductor of heat and cold. And for that reason Elastica covered buildings are ideally comfortable all the year ‘round. Furthermore, Elastica expands slightly when it sets. This causes it to adhere closely to doors and windows, producing a compact, monolithic coat- ing through which neither cold nor heat can penetrate. Consequently, the heat gen- erated by the furnace is re- tained within the confines of the four walls. Elastica is absolutely fire- proof. The fire defying qualities of Magnesite (used everywhere as a fire Page Five brick in steel furnaces), asbestos fibre and_ silica glass sand are known. The use of these materials in Elastica not only provides positive security from fire but in addition results in lowered insurance rates. Elastica may be applied with thoroughly satis- factory results in extremes of temperature—winter or summer. Even in the dead of winter when ther- mometers register many degrees below zero and all other building enterprises areatastandstill, Elastica construction goes along unhampered. Builders (8 who use Elastica need te, = 4 neverfearthatunforeseen ¢@ Prime /- weather conditions will | (Saves Insurance interfere with their plans. Convert That Old House Into a Permanently Beautiful Home O away forever with the bug-bear of annual paint bills, expensive repairs and constant depreciation. Transform that weather-worn dwell- ing into a permanently attractive and up-to-date residence—warm in winter and cool in summer. Modernize it with Elastica, The Ideal Exterior Wall Covering. For what you would pay out in two seasons’ paint bills, Elastica will brmg your home up to date. It ——————_——E ee will increase the value of your property from three to fourtimes the cost of its application and make you the owner of a beautiful, permanent building. Studythe photographof the old frame house repro- | | Mi . i +f SuSE a 7 Sana p . duced on next page. Note ‘No fepainting’ | lo Repaintin = ] li is ~., the unkempt, weather- Page Six worn, unattractive appearance of the building. Paint- ing it a couple of times would scarcely improve it. And yet for approximately the cost of painting it twice, this sadly delapidated dwelling was transformed into the modern residence shown below. In bringing this building up to date a pure white Elastica finish was used. There are over seventy- five distinctively different Elastica finishes from which selection may be made—a color and tone for every taste. What Elastica has done for this house it has done for thousands of others. Let us show you how Elastica will modernize your home. Page Seven ELASTICA’S ACHIEVEMENT LASTICA is complete in a sack. Part for part it is factory mixed, propor- tioned and finished—a perfect prod- uct of skillful exacting chemists—the original magnesite chloride wall covering to be ‘shipped from factory to builder, a coher- ent whole, ““Complete in a Sack.” To the man who builds a home, to the architect who plans it and to the man who puts it up, this achievement of Elastica car- ries a message of importance. Heretofore it has been necessary that all magnesite wall coverings be delivered to the builder in two separate parts cement in sacks and the chloride of magnesia mixing compound in either drums, barrels or separate bags. This method of shipment left the responsibility of diluting, mixing and proportioning of complicated materials to the man at the mixing box—in other words, entrusted a highly important part of the material's Eanes to the inexperience and inadequate equipment of the man at the mixing box. To overcome this seemingly insurmountable difficulty the manufacturers of Elastica bent every effort that money and science could direct. After five years of persistent and costly research came success. And today Elastica, The Ideal Exterior Wall Covering, reaches the builder DRY and COMPLETE IN A SACK. Nothing to add at the job but water. Virtually, a “fool proof” exterior building material. This improved method of shipment al- together eliminates the element of chance— insures the absolute success of every build- ing project on which Elastica is used. Fur- thermore, because it does away with all chemical tanks and barrels, it saves—saves in freight—saves In drayage—saves in ware- house space and saves in cost of application —saves in material heretofore wasted through leaky tanks and containers. We invite your most thorough investiga- tion into the merits of Elastica and will gladly furnish you with copies of official fire and waterproofing tests together with any information you may desire. Page Eight COMPLETE IN A SACK insures Beonnnence cote comfort and lower cost