Advertisement for Ethyl Cellulose manufactured and sold by the Hercules Powder Company for use as a toughening agent in cable coatings, lacquers, films, plastics, and varnishes, among other applications. The advertisement features a baby standing in a spotlight holding a dumbbell, an image intended to underscore the toughness and resiliency of Hercules Ethyl Cellulose relative to its newness. This advertisement appeared in the June 1940 edition of Fortune magazine.
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.
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Hercules Incorporated. “Meet the Most Versatile Member of the Cellulose Family.” 1940 Hercules Advertisements, 1940. Records of Hercules Incorporated, Volume 1940. Science History Institute. Philadelphia. https://digital.sciencehistory.org/works/9593tv86w.
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