Color print advertisement for Hercules CMC, a cellulose gum manufactured and sold by the Hercules Powder Company for use as a binding and stabilizing agent in consumer goods. The advertisement shows a line drawing of a woman in a printed dress. The accompanying text describes the use of Hercules CMC as a thickening agent for pastes used in textile printing. This advertisement appeared in American Dyestuff Reporter.

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.