Advertisement for Celluose Acetate manufactured and sold by the Hercules Powder Company for use as a base in plastic molding compounds. The advertisement features a hand pulling on a chain link (presumably manufactured with cellulose acetate), underscoring the toughness and durability of cellulose acetate plastics. A rendering of the long, complex chemical structure of cellulose is visible in the background. This advertisement appeared in the April 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. “Cellulose Is Born Tough...and That Fact Means Money to You.” 1940 Hercules Advertisements, 1940. Records of Hercules Incorporated, Volume 1940. Science History Institute. Philadelphia. https://digital.sciencehistory.org/works/q237hs75j.
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