Notes

[alt text]

Photographic overlay showing liquid being poured into a laboratory beaker behind a smiling family, linking industrial surfactant chemistry to everyday household safety.

[transcription]

#the Ultimate in Amphoterics

The mildness, low-irritation, compatibility and environmental acceptability of amphoterics have made them extremely valuable in every industry using surface active agents.

If you've already discovered the importance of amphoterics in cosmetics, household and industrial detergents and corrosion inhibition, then let us show you the difference MONATERIC surfactants can make.

If you're not aware of amphoterics you should investigate their exceptional characteristics in your application.

In either case, our new amphoteric brochure should be of keen interest. It is a comprehensive review of our present line of MONATERIC surfactants dealing with their chemical and physical properties as well as their current and potential applications.

A must for formulating chemists… contact Mona today for your free copy.

Mona Industries, Inc.
Paterson, New Jersey 07544 U.S.A.

[additional notes] - Violet Webber

This ad juxtaposes industrial chemistry and domestic life. The father is wearing a hard-hat, implying that he works in a physically dominant industry, potentially for Mona Industries. The mother is well-dressed and groomed while the son is dressed very smartly. They represent a very picturesque family. The message suggests that these suractants are technologically advanced, but safe enough for use in intimate household environments. The family stands in for the end user, not the viewer of the ad itself. 

The gender and labor narrative evokes the idea of consumer products being associated with domestic responsibility. The pouring liquid, which almost dwarfs the people, is placed behind the family, simultaneously enhancing and minimizing it.

Monaterics are a line of amphoteric surfactants known for their mildness, foaming capabilities, and stability in various personal care and industrial formulations. Mona Industries Inc. is frequently cited in patents and chemical literature from the 1980s and 1990s.

• https://patents.google.com/patent/US4759877A/en

• https://www.scribd.com/document/728625208/12554-m2

• https://patents.justia.com/assignee/mona-industries-inc?page=2