TY - CHAP DB - Science History Institute DP - Science History Institute M2 - Courtesy of Science History Institute. Rights: Public Domain Mark 1.0 TI - Hercules CMC-CT Gets Clothes Whiter, Keeps Them Whiter T2 - 1952 Hercules Advertisements ID - 8o06u1i AU - Hercules Incorporated DA - 1952/// YR - 1952 AV - Records of Hercules Incorporated, Volume 1952 VL - Records of Hercules Incorporated, Volume 1952 AN - Records of Hercules Incorporated, Volume 1952 UR - https://digital.sciencehistory.org/works/8o06u1i 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 features a line drawing of a smiling woman holding a laundry basket full of clothes. The accompanying text describes the use of Hercules CMC-CT as a detergent additive and as a laundry size. Here, a "size" refers to a solution applied to textiles to create soil resistance, add body to the fabric and facilitate ironing. 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 - Hercules Incorporated KW - Corporations KW - Advertising, Industrial KW - Cleaning compounds KW - Detergents KW - Laundry KW - Cellulose KW - Cellulose industry KW - Gums and resins KW - Women in advertising KW - Naval stores LA - English ER -