highly collectible late 1920's hanging or mounted storefront mazda brand incandescent light bulb-shaped advertising display, comprised of reinforced pressed and formed cardboard or possibly paper mache with original polychrome enameled finish largely intact. the giant sized advertising piece contains multiple slits used for suspending the lamp above the product display endcap or showcase window. the oversized light bulb is painted an off-white with a black and gold enameled encircled general electric logo. the threaded lamp base contains a metallic gold enameled finish. discoloration and surface wear consistent with age. sign fabricator unknown. salvaged from an old general store located in lockport, new york. mazda was a trademarked name used by general electric and others for incandescent light bulbs from 1909 through 1945; mazda brand light bulbs were made for decades after 1945 outside the usa. the company chose the name due to its association with [ahura] mazda, the transcendental and universal god of zoroastrianism whose name means "[wise] lord " in the avestan language.the company licensed the mazda name, socket sizes, and tungsten filament technology, to other manufacturers in order to set a standard for lighting. bulbs were soon sold by many manufacturers with the mazda name attached, including westinghouse. the company advertised their new tungsten bulb standard with paintings by maxfield parrish.