VINTAGE OWNER'S MANUALS, SERVICE MANUALS, BROCHURES AND PUBLICATIONS
FAQ
Your Recent Purchases
Contact Us
Home
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...

Search Publisher: 
   Restrict to Product: 

Full Text Search of Automatic Ephemera:   

Clear and Start New Search


Review Selections & Checkout


How to use your Hamilton Automatic Dryer


Published by Hamilton in 1959-- Full owners manual and operating instructions packed with every 1959 Hamilton Gas Dryer.

Number of Pages: 24
File Size: 13mb
Download Fee: $7.99

  Add How to use your Hamilton Automatic Dryer to cart
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 This information is presented as a educational/historical reference on vintage products of the past.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.


Review Selections & Checkout

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
Thumbnail Image of Download Classroom Textbook on Servicing Automatic Washers and Dryers and Combinations
Originally written in 1963 and updated in 1972 these were classroom textbooks for learning how to repair electrical appliances. A fascinating look at how appliance repair was taught and a great primer to learn how to repair vintage washers, dryers and combos. Underscores, notes and quiz answers were left in the document from the original student for extra information.

Scanned at 600dpi for extra crisp text and images.
Automatic Washers
Published by:
NRI
1972 68 114mb $14.99
Introductory Price of $3.99


ends in:
2 days
Add to download cart
Thumbnail Image of Download Classroom Textbook on Servicing Sewing Machines and Food Mixers and Vacuum Cleaners
Originally written in 1963 and updated in 1972 these were classroom textbooks for learning how to repair electrical appliances. A fascinating look at how appliance repair was taught and a great primer to learn how to repair vintage Sewing Machines, Food Mixers, Blenders and Vacuum Cleaners. Underscores, notes and quiz answers were left in the document from the original student for extra information.

Scanned at 600dpi for extra crisp text and images.
Automatic Washers
Published by:
NRI
1972 68 100mb $14.99
Introductory Price of $3.99


ends in:
2 days
Add to download cart
Thumbnail Image of Download Classroom Textbook on Appliance Testing-Small Appliances and Irons
Originally written in 1963 and updated in 1972 these were classroom textbooks for learning how to repair electrical appliances. A fascinating look at how appliance repair was taught and a great primer to learn how to use appliance repair tools and testing equipment, repairing small appliances and lamps and fixtures and irons. Underscores, notes and quiz answers were left in the document from the original student for extra information.

Scanned at 600dpi for extra crisp text and images.
Automatic Washers
Published by:
NRI
1972 68 113mb $14.99
Introductory Price of $3.99


ends in:
2 days
Add to download cart
Thumbnail Image of Download 1947-1960 Frigidaire Dryer Parts Catalog
Here is the complete parts catalog to all 1947 Thru 1960 Models of Frigidaire Dryers.

Models include:
TJ-60, TJ-60E, TJ-61, T0-60, T0-61, TR-60, TR-61, TR-60-2, TR-61-2, DV-35, DV-45, DV-65, DV-66, DS-56, DD-56, DI-56, DI-2-56, DS-57, DD-57, DI-57, DI-1-57, DD-58, DDP-58, DI-58, DCI-58, DCI-1-58, DD-59, DCD-59, DI-59, DCI-59, DS-60, DD-60, DCD-60, DI-60, DCI-60

Having the manufacturers part number for the part you need is essential for doing internet/eBay searches to locate these rare, no longer available parts. In many circumstances they can be found once you know the part number. This guide is essential for anyone who has a vintage Frigidaire dryer.
Clothes Dryers
Published by:
Frigidaire
1960 86 37mb $7.99
Add to download cart
Thumbnail Image of Download 1967 Hotpoint Electric Ranges Service Manual
Here is the complete service manual to all 1967 Hotpoint Ranges.

Sections include:
Introduction, Cleaning Operation, Special Components and Construction, Operation, Servicing, Service Diagnosis, Schematics and Wiring Diagrams, New Features.

Models include:
RS731, RS758, RB745, RB778, RB790, RB515, RB525, RB535, RB536, RB545, RB566, RB635, RB646, RB670, RB690, RC525, RC535, RC545, RC546, RCS49, RC635, RC646, RC669, RC690, RW65-G and RW85-G.
Ranges/Stoves
Published by:
Hotpoint
1967 38 25mb $14.99
Add to download cart
Thumbnail Image of Download 1959 Hotpoint Refrigerator Service Manual
Here is the complete service manual to all 1959 Hotpoint Refrigerator/Freezers.

Sections include:
Use and Care of your Refrigerator, Specifications, Servicing, Electrical Testing, Unit Operation, Controls and Wiring Diagrams.

Models include:
9EA8, 9EB8, 9EB11, 9EB12, 9EG11, 9EN12, 9ET12, 9EY12.
Refrigerators/Freezers
Published by:
Hotpoint
1959 52 36mb $14.99
Add to download cart
Thumbnail Image of Download Who Else But RCA Whirlpool
Here is the official Whirlpool feature training book highlighting the 1966 Whirlpool washer, dryer and wringer washer lines. Whirlpool fans this beautiful book is definitely for you. This training series was similar to Frigidaire's VIP series which was given to appliance dealers to educate them of all the wonderful new features on Whirlpool appliances. Book contains beautiful images, cycle charts, graphics and comparisons for all aspects of the belt-drive washer and matching dryers and wringer washers.

The book sections take each Whirlpool feature and compare them to Maytag, General Electric, Frigidaire, Hotpoint Norge and Westinghouse machines!

This item is scanned at 600dpi for super crisp clear text and images.
Automatic Washers & Dryers
Published by:
Whirlpool
1966 40 120mb $7.99
Add to download cart
Thumbnail Image of Download Star Spangled Benefits from Whirlpool Dishwashers
Here is the official Whirlpool feature training book highlighting the 1970 line of Whirlpool built-in and portable dishwashers. Whirlpool fans this beautiful book is definitely for you. This training series was similar to Frigidaire's VIP series which was given to appliance dealers to educate them of all the wonderful new features on Whirlpool appliances. Book contains beautiful images, specifications, benefits and cycle explanations.

This item is scanned at 600dpi for super crisp clear text and images.
Dishwashers
Published by:
Whirlpool
1970 34 82mb $7.99
Add to download cart
Thumbnail Image of Download 1968 Whirlpool Home Appliances Builder Catalog
Here is a complete builders catalog highlighting the 1968 line of Whirlpool appliances.

Products include: Gas and Electric ranges, refrigerators, commercial and domestic washers and dryers, dishwashers, disposers, air conditioners, ice makers and central vacuum cleaners.
Full Catalog
Published by:
Whirlpool
1968 16 18mb $7.99
Add to download cart
Thumbnail Image of Download 1956 General Electric Wall Refrigerator Owners Manual
Here is the complete owners manual and use/care guide to General Electric wall mount refrigerator model LW-11N.


Refrigerators/Freezers
Published by:
General Electric
1956 16 $14.99
Add to download cart
Thumbnail Image of Download 1955 Westinghouse Combination Washer-Dryer Owners Manual
Here is the owners manual to the very first Westinghouse Combination Washer/Dryer. Model WD-1.


Combination Washer/Dryers
Published by:
Westinghouse
1955 48 12mb $7.99
Add to download cart
Thumbnail Image of Download 1965 Frigidaire Electric Dryer Tech-Talk Service Manual
Complete comprehensive service manual to all 1965 Frigidaire electric clothes dryers.

Sections include: Specifications, Features, Operation and Testing, Servicing and Wiring Schematics.

Models include:
DDA-65, DD-65, DCD-65, Dl-65, DCI-65, DDF-65, DCIF-65
Clothes Dryers
Published by:
Frigidaire
1965 100 58mb $7.99
Add to download cart
Thumbnail Image of Download 1948 General Electric Automatic Washer Brochures
Here are some beautiful brochures for the 1948 line of General Electric automatic washers. The is the 2nd line models of automatic washers produced. The AW6 from 1947-1950 line featured an 1140rpm spin!

These rare brochures have been saved at 600dpi for extra crispness.
Automatic Washers
Published by:
General Electric
1948 4 27mb $5.99
Add to download cart
Thumbnail Image of Download KitchenAid 18 Series Portable Dishwashers Brochure
Here is a brochure that I haven't seen before, it's specifically for the portable models of KitchenAid 18 series dishwashers. Images and full specifications included.

Models include: KDS-58, KDI-58, KDC-58, KDR-67B, KDD-67B.
Dishwashers
Published by:
KitchenAid
1978 0 4mb $7.99
Add to download cart
Thumbnail Image of Download 1984 General Electric Dishwashers Brochure
Here is a brochure highlighting the 1984 GE line of undercounter dishwashers.

Models include: GSD2800D, GSD1200T, GSD900D, GDS600D and GSD500D.

Full images and specifications included.
Dishwashers
Published by:
General Electric
1984 8 5mb $5.99
Add to download cart
Thumbnail Image of Download 1947 Launderall Automatic Washer Owners Manual
Here is a very rare find, the Owners Manual, Operating Instructions Wall Chart and Warranty to the Launderall automatic washer which was the first horizontal access top loading automatic washer in the USA and possibly the world.


Automatic Washers
Published by:
Launderall
1947 23 9mb $7.99
Add to download cart
Thumbnail Image of Download Maytag Big-Tub Washers and Matching Dryers Brochures
Here are some very cool Maytag sales literature brochures highlighting their 1970 line of large-capacity washers and matching dryers.

Models include: Washers: A906, A806, A606, A406. Dryers: DE906, DE806, DG906, DG806, DE606, DG606.

Please note there is some relatively minor water staining on these brochures, but they were cool/rare enough to post anyway.
Automatic Washers & Dryers
Published by:
Maytag
1970 28 24mb $5.99
Add to download cart
Thumbnail Image of Download 1977 Frigidaire Washers, Dryers and Laundry Centers Brochures
Here are some beautiful brochures highlighting the 1977 line of Frigidaire Automatic Washers, Dryers and stacked Skinny-Mini Laundry Centers.

Full images and specifications included. Models include...

Washers: WD-A, WC, WID, WIC-A
Dryers: DE, DG, DEC, DEG, DEI, DGI, DECI and DGCI.
Laundry Centers: LC-115, LC8-3 and LC-3.
Automatic Washers & Dryers
Published by:
Frigidaire
1977 12 11mb $7.99
Add to download cart
Thumbnail Image of Download 1977 Frigidaire Dishwashers Brochures
Here are some beautiful brochures highlighting the 1977 line of Frigidaire Automatic Dishwashers, both undercounter and mobile/portable.

Full images and specifications included. Models include: DWU-2, DWU-3, DWU-4, DWU-5, DWM-2, DWM-3, DWM-4, DWM-5.
Dishwashers
Published by:
Frigidaire
1977 8 9mb $5.99
Add to download cart
Thumbnail Image of Download 1977 Frigidaire Cooking Appliances Brochures
Here are some beautiful brochures highlighting the 1977 line of all available types of Frigidaire cooking appliances.

Full images and specifications included. Models include...

30" Electric Ranges: R-30, RG-35, RC-30, RCG-35, RE-36, RE-38S, REG-38, REG-38C and REG-39CD.
40" Electric Ranges: RE-47, RGC-45, RE-45.
Twin 30 Electric Ranges: REG-637V and REG-639CV.
Microwave Ovens: RCM-1, RCM-3, RCM-4 and RCM-6.

Ranges/Stoves
Published by:
Frigidaire
1977 14 10mb $9.99
Add to download cart
Thumbnail Image of Download Maytag 1966 Competitive Washer and Dryer Report
Maytag compares it's newly designed washers and dryers to: Easy, Frigidaire, General Electric, Hamilton, Hotpoint, Kelvinator, Kenmore, Montgomery-Ward, Norge, Philco, Speed Queen, Westinghouse, and Whirlpool.

The purpose of this booklet is to better inform you of the comparison between Maytag and 13 other brands of automatic washers and dryers. It has been prepared from data supplied by the Maytag Product Testing Laboratory; every item and each statement has been checked for accuracy and validity by our Product Testing engineers.

Model changes often come at varying times during the year. We have made every attempt to give you the latest information available at the time of the printing of this booklet.

Automatic Washers & Dryers
Published by:
Maytag
1966 32 15mb $7.99
Add to download cart
Thumbnail Image of Download 1949 Kenmore Washer and Dryer Service Manual
Here is one of the earliest Sears Kenmore service manuals we have found. This covers both their 1949/1950 model washer (non-bolt down model) and dryer.


Automatic Washers & Dryers
Published by:
Kenmore
1949 47 $7.99
Add to download cart
Thumbnail Image of Download 1967 Easy Automatic Washer Brochures
Here are some beautiful brochures from Easy highlighting their 1967 line of Automatic Washers. This probably was their first year of variable-speed control machines.

Images and specifications included. Models include: WA-355, WA-344, WA-322, WA-323, WA-321.
Automatic Washers
Published by:
Easy
1967 14 13mb $5.99
Add to download cart
Thumbnail Image of Download KitchenAid Portable Dishwasher 67 Series Use and Care Guide
Here is the complete owner's manual and use/care guide to the 67 series of KitchenAid Portable Dishwashers.

Models include: KDR-67 and KDD-67.
Dishwashers
Published by:
KitchenAid
1969 20 12mb $7.99
Add to download cart
Thumbnail Image of Download 1956 Frigidaire Dishwasher Tech-Talk Service Manual
Here is the complete service manual to all 1956 Frigidaire Dishwashers. This includes extra supplements during the year.

Models include:

DWUW-Under-Counter Model
DWFW-Free Standing Model
DWSW-Sink Combination Model

In addition, the following four special models were available:
DWUW-1-Under-Counter Model With Primer Finish
DWFW-2-Free Standing Model With Wood Top
DWFW-3-Free Standing Model With No Top
DWSW-4-Sink Combination With Stainless Steel Top
Dishwashers
Published by:
Frigidaire
1956 43 20mb $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
Thumbnail Image of Download 1969 Westinghouse Dishwasher Service Manual
Complete service manual to late 1960's Westinghouse made convertible dishwashers.

Sections include: Specifications, Installation, Explanation of Components, Explanation of Timer Cycles, Conversion to Built-In Dishwasher, Parts Identification, Trouble Diagnosis, Parts Replacement and Adjustment, Chemistry of Water, Dishwasher Problems.
Dishwashers
Published by:
Westinghouse
1969 68 39mb $7.99
Add to download cart
Thumbnail Image of Download 1964 JCPenny Portable Dishwasher Service Manual
Here is the complete service manual to all 1963 and 1964 JCPenny Mobile-Maid style Portable Dishwashers.

Sections include: Specifications, Customer Education and Dishwasher Operation, Component Servicing, Dishwasher Service Analysis and Wiring Diagrams.

Models include:
862-1100-30-080
862-1200-30-080
862-4110-40-080
862-4120-40-080
Dishwashers
Published by:
JCPenny
1964 32 17mb $7.99
Add to download cart
Thumbnail Image of Download Early Hamilton Electric Dryer Service Manual
Here is a comprehensive service manual covering all early Hamilton Electric Clothes Dryers.

Models include: 960-E, 975-E, 950-E, 900-E and 600-E.
Clothes Dryers
Published by:
Hamilton
1951 32 18mb $7.99
Add to download cart
Thumbnail Image of Download 1974 Kelvinator Washer Line Fold-Out Brochure
Here is a sales literature brochure from Kelvinator showing off their Franklin made automatic washer line. Images, specifications and descriptions of each machine are included.

Models include: W510G, W520G, W610G, W624G, W640G, W840G and W870G.

This poster is scanned in at a very high resolution (600dpi) for close up viewing.
Automatic Washers
Published by:
Kelvinator
1974 2 38mb $5.99
Add to download cart
Thumbnail Image of Download How to use your new Lewyt Model 77 on Big Wheels
Here is everything that came packed with a brand new model 77 Lewyt vacuum cleaner in 1955. Owners manual and operating instructions, Work saving accessories that make your housework easier, How to use your Lewyt accessory racks and the card that was placed around the "Power Dial".


Vacuum Cleaners
Published by:
Lewyt
1955 23 18mb $7.99
Add to download cart
Thumbnail Image of Download KitchenAid KD-14 Series Dishwasher Owners Manual
Complete owners manuals and operating instructions to all 14 series KitchenAid automatic dishwashers from the early 1960s. Models include KDS-14, KDI-14, KDC-14.


Dishwashers
Published by:
KitchenAid
1960 24 14mb $7.99
Add to download cart
Thumbnail Image of Download 1972 Waste King Dishwashers Owners Manual
Here is the complete owners manual and use and care guide to all 1972 Waste King Dishwashers.

Models include: SS/911 and SS/878.
Dishwashers
Published by:
Waste King
1972 40 12mb $7.99
Add to download cart
Thumbnail Image of Download Beautiful 1960 Westinghouse Electric Range Brochures
Here are some wonderful brochures showing off the 1960 line of Westinghouse 40", 30" and 24" electric ranges. Full images specification of each model included. Models include: Custom Imperial KAA40, KAA-30, Ambassador KBA30, Aristocrat KCA40, KCA30, Embassy KDA40, KDA30, Diplomat KEA40, KEA30, Coronet KEA21.


Ranges/Stoves
Published by:
Westinghouse
1960 20 15mb $7.99
Add to download cart
Thumbnail Image of Download 1964 Frigidaire Electric Ranges
Brochure with beautiful illustrations of the complete 1964 line of Electric Ranges from Frigidaire. "new, dramatic built- in look ••• selections and features for every cook!"

Sections include:
Frigidaire Flair - Looks Built in, but is it?
Frigidaire Has a Dramatic New Flair for Every Kitchen
The New Twin-30 Flair
Exclusive Frigidaire Pull 'n Clean Oven
A selection of Seven Frigidaire 40"
A selection of Seven Frigidaire 30"
True Built-Ins!

Ranges/Stoves
Published by:
Frigidaire
1964 16 33mb $9.99
Add to download cart
Thumbnail Image of Download 1955 General Electric Laundry Brochures
1955 was a big year for General Electric laundry appliances. Both the Filter-Flo system was introduced on their top-loading automatic washers as well as their first washer/dryer combo was introduced. These are beautifully illustrated brochures with full specifications included.

Models: Washer: WA-750M, Dryer: DA-623M and Washer/Dryer Combo: WD-660M.
Automatic Washers & Dryers
Published by:
General Electric
1955 12 11mb $5.99
Add to download cart
Thumbnail Image of Download Beam Central Vacuum Brochure
From the Beam Company of Webster City, IA (the same company that made Beam automatic washer parts) comes this brochure highlighting their 1961 central vacuum system.


Vacuum Cleaners
Published by:
Beam
1961 4 6mb $5.99
Add to download cart
Thumbnail Image of Download All New Easy Spiralator Automatic
Beautiful brochure for the Easy Automatic Washer model ADC.


Automatic Washers
Published by:
Easy
1955 4 6mb $5.99
Add to download cart
Thumbnail Image of Download Maytag Washpower Automatic Operating Instructions for model A806
8.5" x 11" operating instruction card that came with newly designed Center-Dial Maytag Washers.


Automatic Washers
Published by:
Maytag
1966 2 2mb $7.99
Add to download cart
Thumbnail Image of Download 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 $10.99
Add to download cart
Thumbnail Image of Download Norge Coin-Operated Washers and Dryers
Brochures for Norge commercial laundry equipment. Washers include both "double load" and "single load" models.


Automatic Washers & Dryers
Published by:
Norge
1975 8 11mb $5.99
Add to download cart
Thumbnail Image of Download Wonderful 1958 Maytag Dryer Brochures
Beautiful brochures highlighting Maytag's '58 line of automatic dryers, both gas and electric along with air-flow and condenser models. Full images and specifications for each model. Models include: 641W, 641C, 741C, 67C and 77C.


Automatic Washers
Published by:
Maytag
1958 11 16mb $5.99
Add to download cart
Thumbnail Image of Download 1962 Kenmore Built-In and Flair Style Range Owners Manual
Here is the complete owners manual, use and care and recommended recipes for all Kenmore built-in ranges and cooktops from the early 1960's.


Ranges/Stoves
Published by:
Kenmore
1962 53 7mb $9.99
Add to download cart
Thumbnail Image of Download NuTone Product Catalog
Here is a beautiful catalog highlighting the entire NuTone Built-In product line for 1962. Products include: Hood-Fans, Ventilation Accessories, Exhaust Fans, Bathroom Heaters, Heater Ventalators, Door Bells and Chimes, built-in Stereo systems, built-in Intercom systems, Intercom Radio, Built-in Barbeques and the famous NuTone Built-in Kitchen Counter Food Center!


Small Appliances
Published by:
NuTone
1961 16 $5.99
Add to download cart
Thumbnail Image of Download 1947 Launderall Automatic Washer Owners Manual
Here is a very rare find, the Owners Manual, Operating Instructions Wall Chart and Warranty to the Launderall automatic washer which was the first horizontal access top loading automatic washer in the USA and possibly the world.


Automatic Washers
Published by:
Launderall
1947 23 9mb $7.99
Add to download cart
Thumbnail Image of Download You will never fight frost again with your new Frigidaire Frost-Proof REFRIGERATOR-FREEZER
Full owners manual/care and use guide for Frigidaire 1959 refrigerator/freezers models FP-142-59 and FP-124-59.


Refrigerators/Freezers
Published by:
Frigidaire
1959 24 13mb $9.99
Add to download cart
Thumbnail Image of Download Kelvinator Gas Ranges Brochure
This brochure highlights Kelvinator's gas ranges from the mid 60's. Full images and specifications included.

Models include: RG-900G, RG-571B, RG-371B, RG-551B, RG-351B, RG-531B, RG-331B and RG-131B.
Gas Stoves
Published by:
Kelvinator
1964 4 5mb $7.99
Add to download cart
Thumbnail Image of Download Parts List for Dishwasher model SLC-95-0
Complete parts list, includes images of parts as well as the related FSP part #.


Dishwashers
Published by:
Whirlpool
1967 3 2mb $7.99
Add to download cart
Thumbnail Image of Download The Appliances Most Women Want Most
Large 8.5" x 11" advertising catalog showing off GE's new post-war small home appliances. Beautiful hand-drawn illustrations throughout!

Appliances included:

Irons, Travel Irons, Triple-Whip Mixer, Mixer Accessories, Automatic Roaster, Vacuum Coffee Makers, Coffeemaker Stoves, Coffeemaker Filters and Replacement Bowls, Automatic Toaster, Waffle Irons, and Sandwich Grills.
Small Appliances
Published by:
General Electric
1947 20 28mb $5.99
Add to download cart
Thumbnail Image of Download Operating Instructions and The Laundry Primer
Owners Manual and Operating Instructions for Whirlpool washers Models LPA 5500; LPA 5505 (with SUDS-MISER® system )


Automatic Washers
Published by:
Whirlpool
1966 22 26mb $7.99
Add to download cart
Thumbnail Image of Download 1957 General Electric Dishwasher Service Manual
Complete service manual to 1957 General Electric built-in roll-out dishwashers.

Models include: SU80P and SU60P.

Sections include: Introduction, General Information, Specifications, Washing Process, Food Soils, Stain Removal, Service Quality of Dinnerware, Operations, Capacity, Detergent, Running the Dishwasher, Operating Cycle, Component Parts, Wiring Diagrams, Installation, Servicing, Troubleshooting and Parts.
Dishwashers
Published by:
General Electric
1957 79 64mb $7.99

Review Selections & Checkout          --          Continue Browsing the Library

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.