An improved apparatus for applying coating material includes a spray head having a housing which encloses a deflector. The deflector and housing cooperate to form a plurality of coating material flow channels which diverge in a direction of flow of coating material through the spray head. The deflector and housing cooperate to define a long thin outlet with relatively wide channel outlet sections at opposite ends of the outlet. An electrode assembly includes an electrode element having a long thin surface area which extends between opposite end portions of the long thin outlet and is exposed to the flow of coating material through the outlet. A wear tube encloses a portion of the electrode assembly and connects the deflector with the housing. The electrode element may be a plate which is molded into the deflector with a minor edge portion of the plate exposed to the flow of coating material.