National Geographic : 1914 Mar
P RIMITIVE man once used lanterns holding 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 Out look, 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 waste has 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 increasingcost. The farthest advance in this study of lighting econ omy has been reached in the work of the famous group of scientists in the Research Laboratories of the General Electric Company at Sche nectady. These experts se lected and approved the : features of a lamp that gives a beautiful light-threetimes as much light with the same amount of current as you get from the old-style car bon 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 workthatthesebusy men have done for the man ufacturers 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 to morrow, and next month, and next year 'W[ The light produced by the fire fly has challenged the lamp experts of two continents. Talks about MAZDA-No.2 "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 invest igation and experiment in these Research Laboratories, and in the active develop ing and manufacturing centers at Har rison and Cleveland, there is close touch also with progress that may be made by great experimental laboratories of Eu rope. From whatever source the new knowledge, comes it is impa tially con sidered with reference to its possible value in enabling the man ufacturers to produce for you a lamp more "effi cient" 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 Ser vice. The result is that when you buy a "MAZDA" lamp, today or at any future time, " MAZDA" Service will shine in that lamp. y thevolume You will know when you quality of see that word "MAZDA" expermenteao that you have the utmost lexactstudy. result of all this indefatiga )A" Service ble labor-the summed up manufacturers aDA"Lamps successes of these keenest very detail lamp experts in the world. ght possibly For the lamp so marked miuanufe- will always mean that this ficiency and ment in the Service has been applied, itself, and the manufactured prod uct backed by this Service will always be marked "MAZDA." ® GENERAL ELECTRIC COMPANY 4'03 "Mention the Geographic-It identifies you."