RIMITIVE man once used lanterns

Pholding swarms of fireflies to guide

him when he went forth at night. Today, as Waldemar Kaempffert points out in an article on "The Light of Our Descendants" printed by the Outlook, the illuminating specialists of two continents are studying the firefly for a solution of one of mankind's greatest problems-artificial light.

To imitate the firefly-to get a great deal of light with but little heat wastehas been the steadfast aim of technical experts in electric lighting since the study of electric light became a science.

Step by step science has advanced in its search for this economy in the fuel of light.

That is what the much used word "efficiency" means to electric lighting science-more light without increasing cost.

The farthest advance in this study of lighting economy has been reached in the work of the famous group of scientists in the Research Laboratories of the General Electric Company at Schenectady. These experts selected and approved the features of a lamp that gives a beautiful light-three times as much light, with the same amount of current as you get from the old style carbon lamp.

On the bulb of this lamp is etched the mark"MAZDA." "MAZDA" is the mark of a Service. It tells you of the great work that these busy men have done for the manufacturers of "MAZDA"

lamps. It tells you what they are doing while you are reading this article. It tells you also of what they will be doing tomorrow, and next month, and next year

The light produced by the firefly has challenged the lamp experts of two continents.

"Not the name of a thing

but the mark of a Service"

because it is the trade mark designation of the incessant effort "MAZDA" Ser vice is making toward the ideal light.

On the lamps themselves the mark "MAZDA" means the selection of every "efficiency" discovery these Research Laboratories may find applicable and practical. Not content with wide investigation and experiment in these Research Laboratories, and in the active developing and manufacturing centers at Harrison and Cleveland, there is close touch also with progress that may be made by great experimental laboratories of Eur ope. From whatever source the new knowledge comes it is impartially considered with reference to its possible

value in enabling the manufacturers to produce for you a lamp more "efficient" or adaptable. The proved advances, year after year, are transmitted by this "MAZDA" Service to the General Electric Company factories and the factories of other Companies entitled to receive this Service.

The result is that when you buy a "MAZDA" lamp, today or at any future time, "MAZDA" Service will shine in that lamp. You will know when you see that word "MAZDA" that you have the utmost result of all this indefatigable labor-the summed up successes of these keenest lamp experts in the world. For the lamp so marked will always mean that this Service has been applied, and the manufactured product backed by this Service will always be marked "MAZDA."

Not only the volume but the quality of light in experimental lamps is subjected to long and exact study. "MAZDA" Service to the manufacturers of "MAZDA" Lamps enters every detail that might possibly advance manufac. turing efficiency and improvement in the product itself.

GENERAL ELECTRIC COMPANY