National Geographic : 1914 Aug
Brontosaurus roamed the earth seven million Sf years ago. He could not adapt himself to V O5t t changed conditions. Nature scrapped him. and ie Talks about MAZDA No. 4 Talks about MAZDA No. 4 A BOUT seven million years ago, "Not the name more or less, a stupid, slow of a thing moving lizard known to science but the mark as brontosaurusroamed the earth. He of a Service." stood thirty feet high on his hind feet andwas seventyfeetlong. Heweighed overthirty tons. As he lumberedalong, each of his ponderous feet left a track that occupied one square yard. No one knows why he became extinct. Perhaps the earth shrugged her shoulders one day, as it were; in other words, a cataclysm occurred. Dry land became water and oceans became dry land Bronto saurus could not adapt himself to the change. Nature scrapped him. This process of scrapping is what Darwin meant by "evolution," "natural selection," and the "survival of the fittest." It is a process that finds its counterpart in -the scrap heap of human-industry. There are me chanical fossils as well as fossil lizards. Look in the scrap heap of any industry and you will find them. The bigger that scrap heap is, the more marked has been the evolution which it represents, the more perfect is the product of the industry. If an industry has no scrap heap it is standing still; it is not evolving. Next to agriculture and architecture the oldest of human industries is the art of lighting. Hence the scrap heap of light producers ought to be large. And it is. Think of the hairy, low-browed savage who rubbed two sticks together, built a fire and thus made the first artificial light thousands and thousands of years ago. Then think of the incandescent electric lamp. What an evolution! What a scrap heap has been piled up of beacons, rush lights, candles and oil lamps, each with a little subsidiary scrap heap of its own repre senting the evolution of its particular type of light-producer! When the incandescent electric lamp was invented the height of the scrap heap was more than doubled. In a few years lamps which represented the illuminating methods of centuries were discarded. And the end is not yet. The height of the scrap heap is growing more rapidly than ever. All the science of our time is epitomized in the in candescent lamp of today-the MAZDA lamp. If you knew its history you would know the history of mod- One of the cases in the William J. Hammer Historical Collection in New York, which exhibits the hundreds of lamps which were scrapped before MAZDA Service gave us the MAZDA lamp of today. ern science. Study its scrap heap and you learn how far the art of lighting has evolved, even in your own time. At the very bottom of the heap you will find a lamp with Astrip of graphite in a poor vacuum. Farther up are hundreds of lamps with platinum filaments; still farther up lamps with filaments composed of the oxides of zirconium and titanium, and very near the present top, lamps with filaments of carbon, osmium, silicon compounds and tantalum. Then come many types of the metal filament lamp, including types of tungsten lamps. All of them are as extinct as brontosaurus. Let it not be supposed that the lamps of today marked MAZDA are the last word in incandescent electric lighting. Some day there will be other lamps more efficient but still marked MAZDA. They will be so marked because they evolved from the same unceasing systematic study and selection that gave us the MAZDA of today-a study and selection centered in the Research Laboratories of the General Electric Company at Schenectady and supplemented by learning from the leading experimental lamp labora tories of the world what progress they have made in the same direction. The results thus obtained are communicated to the General Electric Company's manufacturing centers at SCleveland and Harrison, and also to the other lamp manufacturing com panies entitled to receive them This Scientific investigation and the com munication of the results obtained con stitute MAZDA Service. Allthe lamps made by the companies in accordance with this service are marked MAZDA. A lamp marked MAZDA is always Comparing the the product of a scientific evolution; Spectra of two lights, whether you buy it today, tomorrow or MAZDA Service at any future time, it is selected from means the making of types devised after months and even many such compar isons, tests, experi- years of research; it is the one that has ments and selections survived all tests, because it has been evolve better lamps.tlytoproved the fittest; it is a lamp that The aim is that represents the latest commercial ad MAZDA shall al- vance in illumination of its time. ways be the mark of thefurthestadvancein ( GENERAL ELECTRIC COMPANY incandescentlighting.46 4605 "Mention the Geographic-It identifies you."