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Digital Collections

Advertisements, Ephemera

New Leadership Through New Lightness

  • Advertisement for Dowmetal and Hoover

  • 1937

Rights

Public Domain

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Print advertisement for Dowmetal, a magnesium alloy manufactured and sold by the Dow Chemical Company. The advertisement features a woman against a plain background holding a Hoover vacuum cleaner made with Dowmetal. The accompanying text describes Hoover as the first company to adopt Dowmetal for the production of a household appliance, the Hoover One Fifty model. The text attributes sales of the vacuum cleaner to the "amazing lightness" of Dowmetal. This advertisement appeared on page 157 of a 1937 edition of Fortune.

Property Value
Creator of work
Format
Genre
Extent
  • 13.75 in. H x 10.5 in. W
Language
Subject
Rights Public Domain Mark 1.0
Credit line
  • Courtesy of Science History Institute

Institutional location

Department
Collection
Physical container
  • Box 8

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Cite as

Dow Chemical Company. “New Leadership Through New Lightness,” 1937. Advertisements from the Dow Chemical Historical Collection, Box 8. Science History Institute. Philadelphia. https://digital.sciencehistory.org/works/i9aihb1.

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The Science History Institute recognizes there are materials in our collections that may be offensive or harmful, containing racist, sexist, Eurocentric, ableist, or homophobic language or depictions. The history of science is not exempt from beliefs or practices harmful to traditionally marginalized groups. The Institute is engaged in ongoing efforts to responsibly present and address the evidence of oppression and injustice inextricable from the history of science. If you would like to learn more about our ongoing efforts or if you encounter harmful, inaccurate, or insufficient descriptions, please contact us at digital@sciencehistory.org.