radio. Enquiries from the press alone amount to as many as seventy per day. Every month more than 1,000 films are lent which are by no means direct publicity but which by their strictly medi cal or scientific character strengthen public con fidence in ICI-products. With Mr. B. W. Galvin Wright as Publicity Controller, a staff of more than 100 people work in the Publicity Depart ment on these and similar problems. Under the Controller himself, the department falls into two parts-Public Relations (Mr. Gordon Long, Assistant Controller) and Publicity Service (Mr. A. Q. Tollit, Assistant Controller)-which are closely linked, for effective operation. The reader of Gebrauchsgraphik will undoubtedly be primarily interested in the artistic quality and wealth of ideas of the graphic work. A few figures: every month advertisements must be designed and varied for about 500 publications and each year about 1,200 different leaflets, brochures and other promotional publications have to be written, designed and produced. Some other fields of work: posters, labels, packages, calendars, house magazines. Whilst the visual planning usually ripens in the Studio, which is supervised by Mr. J. E. Maunton, the resources of independent designers are tapp ed at the same time. The work shown here de serves special recognition since the publicity of Imperial Chemical Industries is on so large a scale while yet having a democratic common denominator. Depuis qu'en 1926 quatre des plus importants consortiums chimiques anglais se sont réunis pour fonder les Imperial Chemical Industries, cette branche a connu une évolution sur- prenante. L'lCI a en effet produit des matières plastiques, des fibres et des médicaments syn- thétiques - produits tout nouveaux a lepoque, entrés aujourd'hui dans notre vie. A cette tache capitale, qui consistait a fournir des matières premières chimiques a l'industrie, s est ajoutée, au cours des dernières années, la fabri cation de produits finis, que Ie consomma- ANCESTORS OF AN INDUSTRY JOHN DALTON was the first to propound, in 1808, the theory that the atom was the smallest particle ot matter imaginable—a theory that was not assailed until more than a century later. A similar theory had been put forward by Den.orr.iui. two thousand years earl.m, which was restated by Newton one hundred years before Dalton. Where DaKon excelled was in formulating these theories m a way that explained known chemical processes and enabled deductions to be made which could be submitted to the tost of practical experiment All matt.-., said Dalton, is composed ol a great number of extremely small particles or atoms. It is impossible to conceive the number of particles in all matter but if the subject is lunlted-say, to a given volume of a gas-it is clear that the number of particles must be finite Chemical analysis and synthesis do no more than separate atoms one from another, and reunite them. In other words, atoms are indestructible and cannot be created Dalton also hold that It was possible and important to ascertain the relative weights of different atoms, and he carried out experiments to this end Dattori's theory, unaltered in its essentials, is still used to explain the laws ot chemical combination. The same curiosity that inspired the ancestors ot their industry leads I.C.I s scientists and technologists towards the discovery and development of new materials and improved processes. jimw

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