TY - CHAP DB - Science History Institute DP - Science History Institute M2 - Courtesy of Science History Institute. Rights: Public Domain Mark 1.0 TI - Whiter...with Soaps T2 - 1951 Hercules Advertisements ID - 3kv33i0 AU - Hercules Incorporated DA - 1951/// YR - 1951 AV - Records of Hercules Incorporated, Volume 1951 VL - Records of Hercules Incorporated, Volume 1951 AN - Records of Hercules Incorporated, Volume 1951 UR - https://digital.sciencehistory.org/works/3kv33i0 AB - Color print advertisement for Hercules CMC-CT, unpurified cellulose gum manufactured and sold by Hercules Powder Company for use in detergent products. The advertisement shows two views of a smiling woman holding stacks of laundered white shirts. The accompanying text promotes the use of Hercules CMC-CT as an additive to detergents. This advertisement appeared in Soap & Sanitary Chemicals. Formed in 1912 as part of an anti-trust settlement with DuPont, the Hercules Powder Company (later Hercules Inc.) initially specialized in the manufacture of explosives and smokeless powders and subsequently diversified its business to encompass a variety of industrial products, including pine and paper chemicals, synthetics, pigments, polymers, and cellulose. KW - Chemical industry KW - Research, Industrial KW - Cleaning compounds KW - Hercules Incorporated KW - Corporations KW - Advertising, Industrial KW - Cellulose KW - Cellulose industry KW - Detergents KW - Detergent industry KW - Women in advertising KW - Housewives KW - Laundry KW - Naval stores LA - English ER -