VINTAGE OWNER'S MANUALS, SERVICE MANUALS, BROCHURES AND PUBLICATIONS
Welcome to Automatic Ephemera, an independent organization/library for historical research and education, sharing public domain documents relating to vintage products.
Please search through our database, we have hundreds of available documents...
Here are the 25 most recent documents added to the library...
| Add High-Res Download to Cart |
Click Thumbnail for More Information | Title and Description |
Product | Year | # of Pages | File Size |
Download Fee |
|
Add to download cart |
 |
Consumer Bulletin Magazine - March 1976
Consumer Bulletin was a highly respected consumer product information magazine from the 1930's onward. It was the main competitor to Consumer Reports from the 1930's through the 1970's. Articles on Products and Ratings in this issue include:
Full discussion and tests of 26 vacuum cleaner models, cannister, upgright and combination models are tested. Brands include Hoover, Electrolux, Eureka, Regina, Sears, Singer, Montgomery Wards, Royal, Premier.
Brands tested include Farberware, GE, Proctor-Silex, Melitta, Mr. Coffee, Sunbeam, Van Wyck, Poly Perk Please note this issue was lent to our library in a bound volume which could not be taken apart for scanning. An overhead book scanner was used, which produces very good quality scans, albeit with some slight page curling at the margins. The documents are clear and nice to read and the pictures are very good as well, however it's quite not up to the same image quality standard as a flatbed scanner. |
Trade Publications Published by: Consumer Bulletin |
1976 | 44 | 39mb | $5.99 Introductory Price of $3.99 ends in: 1 hours |
|
Add to download cart |
 |
Consumer Bulletin Magazine - September 1977
Consumer Bulletin was a highly respected consumer product information magazine from the 1930's onward. It was the main competitor to Consumer Reports from the 1930's through the 1970's. Articles on Products and Ratings in this issue include:
Full discussion and tests of 9 dishwashers are conducted. Brands include Admiral, GM Frigidaire, GE, Hotpoint, KitchenAid, Kenmore, Montgomery-Wards, Waste King and Whirlpool.
Please note this issue was lent to our library in a bound volume which could not be taken apart for scanning. An overhead book scanner was used, which produces very good quality scans, albeit with some slight page curling at the margins. The documents are clear and nice to read and the pictures are very good as well, however it's quite not up to the same image quality standard as a flatbed scanner. |
Trade Publications Published by: Consumer Bulletin |
1977 | 44 | 29mb | $5.99 Introductory Price of $3.99 ends in: 1 hours |
|
Add to download cart |
 |
Consumer Bulletin Magazine - January 1977
Consumer Bulletin was a highly respected consumer product information magazine from the 1930's onward. It was the main competitor to Consumer Reports from the 1930's through the 1970's. Articles on Products and Ratings in this issue include:
Full discussion and tests of 16 top-loaders and 1 front loader are conducted. Brands include Blackstone, GM Frigidaire, GE, Gibson, Hotpoint, Kelvinator, Maytag, Norge, Sears Kenmore, Sears Lady Kenmore, Speed Queen, Wards Signature, Westinghouse and Whirlpool.
Please note this issue was lent to our library in a bound volume which could not be taken apart for scanning. An overhead book scanner was used, which produces very good quality scans, albeit with some slight page curling at the margins. The documents are clear and nice to read and the pictures are very good as well, however it's quite not up to the same image quality standard as a flatbed scanner. |
Trade Publications Published by: Consumer Bulletin |
1977 | 43 | 28mb | $5.99 Introductory Price of $3.99 ends in: 1 hours |
|
Add to download cart |
 |
Electrical Merchandising Magazine - June 1953
Electrical Merchandising is a fun magazine to read for any collector or enthusiast of vintage appliances, electronics and other vintage home products. This highly entertaining magazine covered the retail sales and merchandising areas of Major Appliances, Small Appliances, Small Electrics, Radios, Televisions and other electric home products from the mid-20th century. This was the Life and Look Magazine of the appliance world, in the same large size 10x13 format. |
Trade Publications Published by: Electrical Merchandising |
1953 | 210 | 105mb | $12.99 |
|
Add to download cart |
 |
1959 General Electric Automatic Washer Brochure
Here is the complete brochure showing off the top of the line 1959 models of the GE automatic washer. Models: WA-9505 and WA-9505S (suds-saver model) |
Automatic Washers Published by: General Electric |
1959 | 4 | 9mb | $5.99 |
|
Add to download cart |
 |
1965 General Electric Washer and Dryer Brochures
Here are beautiful brochures highlighting the 1965 line of GE Washers and Dryers. Images and full specifications for each model included. Models include: WA-1250A, DA-1220A, WA-750A, DA-820A, WA-650A, DA-620A, and the Hi-Speed Gas Dryer: DG-4920A |
Automatic Washers & Dryers Published by: General Electric |
1965 | 14 | 29mb | $7.99 |
|
Add to download cart |
 |
1960 General Electric Home Laundry Product Man
1960 General Electric Home Laundry Service Manual covering Automatic Washers, Dryers and Combination Washer/Dryers. GE's Product Man Service Manuals were produced monthly to keep service personnel up to date with new products, appliance specifications, appliance service instructions, troubleshooting procedures, older product repair and parts changes, installation instructions, customer complaints and recommendations, testing procedures, tools for repairs, wiring diagrams, timer charts, appliance history and evolution and other important information regarding their appliances. |
Automatic Washers & Dryers Published by: General Electric |
1960 | 48 | 27mb | $5.99 |
|
Add to download cart |
 |
1956 Washer Service Instruction Film Narrative and Service Manual
Here are two complete Kelvinator automatic washer manuals into one .pdf file. The first is the narrative to the "Service Instruction Film-Strip" on Installation and Disassembly. The second part is the complete Service Manual and Parts Guide to all 1956 Kelvinator automatic washers. |
Automatic Washers Published by: Kelvinator |
1956 | 91 | 68mb | $5.99 |
|
Add to download cart |
 |
1976 Frigidaire Dishwasher Service Manual
Here is the comprehensive service manual to all 1976 Frigidaire automatic dishwashers, both built-in and portable models. Models include: DWU-2, DWU-3, DWU-4, DWU-5
DWM-2, DWM-3, DWM-4, DWM-5. |
Dishwashers Published by: Frigidaire |
1976 | 68 | 40mb | $5.99 |
|
Add to download cart |
 |
1974 Frigidaire Touch-and-Cook Electric Range Service Manual
Here is the complete service manual to Frigidaire's first digital touch-pad electric Range! Full specifications, service and troubleshooting sections included. Models include: RCIE3-39CDW and RCIE-39CDW. |
Ranges/Stoves Published by: Frigidaire |
1974 | 42 | 32mb | $7.99 |
|
Add to download cart |
 |
1965 Philco Duomatic Washer-Dryer Brochures
Here are brochures for the entire 1965 line of Philco Duomatic Combination Washer-Dryers. Full images and specifications and machine price-list included. Special bonus, 1965 Philco gas dryers brochures are also included at the end of the document. Duomatic Combo Models include: CE-7F8, CG-7F8, CE-7F6, CG-730, CE-730. Dryers: DG-6F8, DG-6F4, DG-6F3, DG-6F2. |
Combination Washer/Dryers Published by: Philco |
1965 | 19 | 37mb | $5.99 |
|
Add to download cart |
 |
1966 Philco Duomatic Washer-Dryer Brochures
Here are brochures for the entire 1966 line of Philco Duomatic Combination Washer-Dryers. Full images and specifications and machine price list included. Models include: CE-7G8, CG-7G8, CE-7G6. |
Combination Washer/Dryers Published by: Philco |
1966 | 12 | 17mb | $5.99 |
|
Add to download cart |
 |
1957 Philco-Bendix Duomatic Washer-Dryer Owners Manuals
Here is the complete owner's manual and operating/use and care guide to all top-of-the-line 1957 Philco-Bendix combination washer-dryers. Model: CGR-C. |
Combination Washer/Dryers Published by: Bendix |
1957 | 40 | 45mb | $7.99 |
|
Add to download cart |
 |
Easy Holiday Automatic Washer Model AEG Service Manual
This is the service manual supplement created specifically for the bottom of the line washer model AEG. |
Automatic Washers Published by: Easy |
1961 | 26 | 18mb | $5.99 |
|
Add to download cart |
 |
Easy Velva-Power Automatic Washer Model Transmission Service Manual
This is the comprehensive service manual created specifically for servicing Easy's new Velva-Power transmission when it first introduced. The Velva-Power transmission was Easy's own design when they moved away from using a Beam style tranmission that was so common in Speed Queen and other brands of solid-tub automatic washers. |
Automatic Washers Published by: Easy |
1961 | 20 | 13mb | $5.99 |
|
Add to download cart |
 |
1966 Maytag Lets Talk Service
Here every Maytag service bulletin from 1966. These fact-packed bulletins are showing off the new line of Maytag automatic washers produced starting in 1966. These fact-packed bulletins report model changes, wash and dry cycle changes, service tips, new products being introduced, new parts, reports from the field, etc. Washers and dryers are both covered. |
Automatic Washers & Dryers Published by: Maytag |
1966 | 63 | 44mb | $7.99 |
|
Add to download cart |
 |
1964 General Electric Washer and Dryer Brochures
Here are beautiful brochures highlighting the 1964 line of GE Washers and Dryers. Images and full specifications for each model included. Models include: WA-1250Y, DA-1220Y, WA-950Y, DA-920Y, WA-805Y, DA-820Y, WA-650Y, DA-620Y, WA-550Y, DA-520Y. |
Automatic Washers & Dryers Published by: General Electric |
1964 | 18 | 36mb | $7.99 |
|
Add to download cart |
 |
1961 General Electric Combination Washer-Dryer Brochures
Here is the complete brochure showing off the 1961 models of the GE combination washer/dryer. Models: WD-860V, WD-560D. |
Combination Washer/Dryers Published by: General Electric |
1961 | 4 | 9mb | $5.99 |
|
Add to download cart |
 |
1984 Maytag Dishwasher Service Manual
Here is the comprehensive service manual to all Maytag Jet-Clean Dishwashers from the early and mid 1980s. Models Include:
"00 Series": WU-100, WU-WC300, WU-500, WU-WC-700, WU-900
"01 Series": WU-101, WU-WC301, WU-501, WU-WC-701, WU-901 "02 Series": WU-102, WU-WC302, WU-502, WU-WC-702, WU-902 Microprocessor Model: WU1000 Full troubleshooting, cycle-charts, schematics and servicing information is included. |
Dishwashers Published by: Maytag |
1984 | 213 | 103mb | $7.99 |
|
Add to download cart |
 |
Maytag Automatic Washer model A212 Operating Instructions
Here is the complete Operating Instructions manual included with all Maytag A212 washers. |
Automatic Washers Published by: Maytag |
1983 | 8 | 7mn | $5.99 |
|
Add to download cart |
 |
1962-1987 KitchenAid General and Service Bulletins
Here is a collection of the majority of KitchenAid appliances General Bulletins and Service Bulletins. The majority of information concerns dishwasher with a bit of disposer and trash compactor information included as well. |
Dishwashers Published by: KitchenAid |
1987 | 266 | 147mb | $7.99 |
|
Add to download cart |
 |
Westinghouse Terrace-Top Range Owners Manuals
Here is a set of owners manuals for several Westinghouse Terrace-Top Range in the 1960's. Models include: NTE3B, NTE3C, NTE3D, KTE3C, KLD30, KTB30A. |
Ranges/Stoves Published by: Westinghouse |
1966 | 48 | 34mb | $7.99 |
|
Add to download cart |
 |
1973 General Electric Automatic Washer Technical Manual
Here is the complete technical manual for all 1973 General Electric automatic washers. Sections include: Timer, Schematics, Select Switches, Water System, Drive System, Other Components, Cabinet Construction, Suspension system, Installation, Service Practices, Use & Care, Washability, Portable models. Models covered: 18lb Washers: WWA9508P, WWA9500P, WWA9400P, WWA9300P, WWA8508P, WWA8500P, WWA8428P, WWA8420P, WWA8408P, WWA8400P, WWA8375P, WWA8364P, WWA8360P, WWA8305P, WWA8330P, WWA8314P, WWA8310P, WWA8300P, WWA8000P 14lb Washers: WWA7400P, WWA7350P, WWA7300P, WWA7050P, WWA7060P, WWA7030P, WWA7000P, WWA5500P, WWA5400P, WWA5000P Portable Washers: WWP1020P, WWP1023P, WWP1150P, WWP5300P |
Automatic Washers Published by: General Electric |
1973 | 206 | 111mb | $7.99 |
|
Add to download cart |
 |
1963 Philco Automatic Washer Brochures
Here are some beautiful brochures showing off the 1963 line of Philco automatic washers. Pages contain full description of features, images of each model, full control panel views of each model and complete specifications. Models include: W-236, W-234, W-232, W-231, W-233V, W-231V. |
Automatic Washers Published by: Philco |
1963 | 17 | 43mb | $7.99 |
|
Add to download cart |
 |
1963 Philco Duomatic Combination Washer-Dryer Brochures
Here are some beautiful brochures showing off the 1963 line of Philco Duomatics, their combination washer-dryer line. Both electric and gas models are shown. Pages contain full description of features, images of each model, full control panel views of each model and complete specifications. Models include: CE-736, CG-736, CE-734, CE-730, CG-730, CE-730U. |
Combination Washer/Dryers Published by: Philco |
1963 | 17 | 41mb | $7.99 |
|
25 Random Items from the Library | |||||||
| Add High-Res Download to Cart |
Click Thumbnail for More Information | Title and Description |
Product | Year | # of Pages | File Size |
Download Fee |
|
Add to download cart |
 |
1954 Kelvinator Wringer Washer Service Manual
Complete service manual to all Kelvinator wringers washers from 1954. Models include: WB, WBP, WC, WCP, WE, WEP. Sections include: Installation, Electrical and Mechanical Parts, Lubrication, Service Diagnosis, Specifications. |
Wringer Washers Published by: Kelvinator |
1954 | 20 | 15mb | $7.99 |
|
Add to download cart |
 |
Getting to Know Your New Frigidaire Imperial Electric Range - 1955
Here is the full owners manual and operating instructions to all top of the line Frigidaire electric ranges for 1955. Models include: RV-70, RV-70G, RV-45, RV-45G. |
Ranges/Stoves Published by: Frigidaire |
1955 | 52 | 39mb | $7.99 |
|
Add to download cart |
 |
Guide to Workless Washdays with your Whirlpool Automatic Dryer
Owners manual and operting instruction book for the 1954/1955 line of Whirlpool Gas Dryers. |
Clothes Dryers Published by: Whirlpool |
1954 | 16 | 10mb | $4.99 |
|
Add to download cart |
 |
James Dishwasher Owners Manual
Here is the complete owners manual and operating instructions to all James Sweep-Flow Dishwashers from the early and mid 1950's. A fascinating look at the clear top see through dishwasher. |
Dishwashers Published by: James |
1952 | 20 | 11mb | $4.99 |
|
Add to download cart |
 |
Kenmore's Very First Automatic Washer
This is one of my favorites. It is a Brochure available in Sears stores when they introduced their first automatic washer, in the late 1940's, produced of course by Whirlpool. The machine had no suspension system so it was necessary to bolt it to the floor or to a concrete block. Also included is the complete owners manual and operating instruction to this machine. |
Automatic Washers Published by: Kenmore |
1948 | 26 | 14mb | $4.99 |
|
Add to download cart |
 |
Brochure and Service Manual for the Original Hotpoint Combo
This is not the typical Hotpoint badged GE Combo, this machine was Hotpoint's very own design from the Chicago Plant. We are not sure if any were ever sold, we believe their might have been patent issues which stopped the production of this machine early on. Beautiful brochure along with the complete service manual for this rare and mysterious machine. |
Combination Washer/Dryers Published by: Hotpoint |
1957 | 40 | 41mb | $4.99 |
|
Add to download cart |
 |
1980 General Electric Refrigerator-Freezers Brochure
Here is a sales brochure highlighting the entire line of 1980 GE Electric Refrigerators. Images and Full detailed specifications included for each model. Appliances highlighted: Side-by-Side No-Frost Refrigerator/Freezers No Frost Top-Freezer Refrigerator/Freezers Manual and Cycle-Defrost Refrigerator/Freezers Food Freezers |
Refrigerators/Freezers Published by: General Electric |
1980 | 10 | 12mb | $4.99 |
|
Add to download cart |
 |
1969 Kenmore Automatic Washer, Dryer, Combination and Wringer Models
Service supplement showing some of the 1969 and 1970 line of Kenmore washers, dryers, wringer washers and coin-operated washer models along with a description of features. Also includes information on the new Quiet-Pac design as well as a full description of the new "Enzyme Soak" feature on the top of the line models. |
Automatic Washers & Dryers Published by: Kenmore |
1968 | 14 | 11mb | $4.99 |
|
Add to download cart |
 |
JCPenny - Penncrest Automatic Washer Service Manual
Here is a rare service manual for JCPenny solid-tub automatic washers, the service manual is almost as rare as these machines. |
Automatic Washers Published by: JCPenny |
1970 | 47 | 24mb | $4.99 |
|
Add to download cart |
 |
KitchenAid 18 Series Dishwasher Parts Catalog
Here is the complete parts list to all 18 series KitchenAid dishwashers. This includes illustrations of all parts and their part numbers necessary for doing a parts search on old, hard to find replacement parts. Also include is the listing of available kits and accessories at the time these dishwashers were made. Models include: KDS-18 KDI-18
KDC-18 KDP-18 KDS-38 KDC-38 KDS-58 KDI-58 KDC-58 |
Dishwashers Published by: KitchenAid |
1976 | 110 | 40mb | $7.99 |
|
Add to download cart |
 |
The Worlds Newest Kitchen Ideas
The Home Owners Manual of Kitchen Planning and Decorating! Complete 24 page sales literature catalog for everything Youngstown Kitchens made available to homeowners in the early post-war era. Includes images and specifications for all Youngstown Jet-Tower Dishwashers and Disposall units, full kitchen planner including all metal kitchen cabinets and storage units, porcelain sinks, drawer units and everything else to make a beautful new shiny 1950s Kitchen! Beautiful pictures and hand drawn illustrations throughout! |
Dishwashers Published by: Youngstown Kitchens |
1952 | 24 | 37mb | $4.99 |
|
Add to download cart |
 |
Automatic Washer Service Manual
Comprehensive service manual for Whirlpool automatic washers from 1961 thru 1965. Includes supplements for the later models. Sections include:
Model Specifications Component Description and Functional Data Service Procedures |
Automatic Washers Published by: Whirlpool |
1965 | 106 | 60mb | $7.20 |
|
Add to download cart |
 |
Beautiful 1966 Speed Queen Clothes Dryer Brochures
Here are some wonderful brochures highlighting the 1966 line of Speed Queen Automatic Dryers. Models include: 165 and 1966, full images and specifications included for each model. |
Clothes Dryers Published by: Speed Queen |
1966 | 4 | 7mb | $4.99 |
|
Add to download cart |
 |
Long Famous Dependable Maytags
Absolutely beautiful glossy brochure for the newly redesigned Maytag Wringer Washer line. Brochures list all models available, both electric and gas engine. Also included is the Operating Instructions Manual from the 1970s for the Maytag wringer washer models E2 and N2. |
Wringer Washers Published by: Maytag |
1966 | 12 | 17mb | $7.99 |
|
Add to download cart |
 |
Rheem Wedgewood Gas and Electric Dryer Brochure
From approximately 1957 this brochure highlights the VERY RARE Rheem Wedgewood clothes Dryer. Images and full specifications included. |
Clothes Dryers Published by: Rheem |
1957 | 2 | 2mb | $4.99 |
|
Add to download cart |
 |
1961 Hotpoint Automatic Washer Brochures
Beautiful brochures for the entire 1961 line of Hotpoint Automatic Washers. |
Automatic Washers Published by: Hotpoint |
1961 | 22 | 45mb | $5.40 |
|
Add to download cart |
 |
Sunbeam Toaster Service Manual
Here are four Sunbeam Toaster service manuals all in one document. #1 Model T-20 Radiant Control - 21 pages
Detailed operating and service information for Sunbeam's absolutely wonderful automatic bread lowering toaster. (1964)
#2 Models T-45, T-50, T-55, T-55A, T100S - 4 pages Servicing Sunbeam Color Control Toasters. (1964) #3 Models AT-B, AT-C, AT-F - 3 pages Servicing Sunbeam Thinline Toasters (1969) #4 Sunbeam Radiant Shade Control Toaster - 4 pages (1969) |
Small Appliances Published by: Sunbeam |
1964 | 32 | 20mb | $7.99 |
|
Add to download cart |
 |
KitchenAid KD-15 Series Dishwasher Service Manual
Comprehensive service manual for all 15 Series KitchenAid dishwashers. Models include KDS-15, KDI-15, KDC-15. Sections include General Information, Cycle Description, Servicing Instructions, Service Tips, Schematic Wiring, Timer Sequence Charts. |
Dishwashers Published by: KitchenAid |
1966 | 86 | 47mb | $7.99 |
|
Add to download cart |
 |
1965 General Electric Dishwasher Use and Care Guide
Complete owners manual from approximately 1965 to GE Dishwasher model SD400. |
Dishwashers Published by: General Electric |
1965 | 12 | 7mb | $5.99 |
|
Add to download cart |
 |
1961 to 1963 Philco Duomatic Combination Washer-Dryer Service Manual
Here is the complete service manual to all Duomatic washer-dryers made between 1961 and 1963. Full specifications and control panel views featured for each machine, along with complete servicing and troubleshooting details. Models include:
CE716 1961 Top of the line top/rear control panel model.
CE714 1961 Middle of the line top/rear control panel model. CE712 1961 Bottom of the line top/rear control panel model. CE710 1961 Front mounted control panel/free-standing model. CE710U 1961 Front mounted control panel/under-counter model. CE736 1963 Top of the line top/rear control panel model. CE734 1963 Bottom of the line top/rear control panel model. CE730 1963 Front mounted control panel/free-standing model. CE730U 1963 Front mounted control panel/under-counter model. |
Combination Washer/Dryers Published by: Philco |
1961 | 111 | 69mb | $7.99 |
|
Add to download cart |
 |
Marquette Electric Ranges
Great brochures for the Gambles line of Electric Ranges. |
Ranges/Stoves Published by: Marquette (Gambles Stores) |
1953 | 8 | 12mb | $4.99 |
|
Add to download cart |
 |
1969 Kenmore Automatic Washer Owners Manual
Here is the complete owners manual to the following 1969 Kenmore washers series: 26920, 36920, 27300, 27200, 17100. This manual introduces the Vari-Flex agitator and has instructions on how to adjust the agitator fins. |
Automatic Washers Published by: Kenmore |
1969 | 36 | 28mb | $4.99 |
|
Add to download cart |
 |
1980 Frigidaire Refrigerator-Freezers Brochure
Here is a sales brochure highlighting the entire line of 1980 Frigidaire Electric Refrigerators. Images and Full detailed specifications included for each model. Appliances highlighted: Side-by-Side No-Frost Refrigerator/Freezers No Frost Top-Freezer Refrigerator/Freezers Cyclamatic Partial Defrost Refrigerator/Freezers Food Freezers |
Refrigerators/Freezers Published by: Frigidaire |
1980 | 14 | 15mb | $4.99 |
|
Add to download cart |
 |
1956 Frigidaire Automatic Washer Owners Manual
Here is the rare owners manual to the 1956 line of Frigidaire automatic washers. Models include the WI-56 Unimatic, WD-56 Pulsamatic and WS-56 Pulsamatic washers. |
Automatic Washers Published by: Frigidaire |
1956 | 32 | 8mb | $4.99 |
|
Add to download cart |
 |
1960 Kelvinator Dryers Service Manual
Complete service manual to all 1960 Kelvinator gas and electric dryers. Model include: DE-90M, DE-50M, DE-20M, DG-90M, DG-50M, DG-20M. Sections include: General Information, Electrical Components, Gas Components, Parts and their replacement, Service Diagnosis and Specifications.. |
Clothes Dryers Published by: Kelvinator |
1960 | 30 | 21mb | $4.99 |
For license and copyright information related to these materials please click here.
Please note that all publications presented here at Automatic Ephemera are on average between 35 and 85 years old. This information is presented as a educational/historical reference on vintage products of the past. Any trademarks or brand names appearing on this site are for nominative use to accurately describe the content contained in these publications. The associated trademarks are the sole property of their registered owners as there is no affiliation between Automatic Ephemera and these companies. No connection to or endorsement by the trademark owners is to be construed.
Please note that all publications presented here at Automatic Ephemera are on average between 35 and 85 years old. This information is presented as a educational/historical reference on vintage products of the past. Any trademarks or brand names appearing on this site are for nominative use to accurately describe the content contained in these publications. The associated trademarks are the sole property of their registered owners as there is no affiliation between Automatic Ephemera and these companies. No connection to or endorsement by the trademark owners is to be construed.