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In modern English, "alternate" and "alternative" can be considered synonyms.I assume you mean "alternative", unless they really did use one, then another...
OOPS. I got a bit of tunnel vision reading those ads. I was looking at the lesser known companies whose products I might have ordered, stocked, issued from my pre-railroad days. Yes U.S. Steel is still around. I think a Japanese company is trying to acquire it.Well, I am pretty sure that US Steel is still around and it turns out that Wallace and Tiernan is a leader in water chlorination systems, although not aircraft lights. Of course Vultee became part of Consolidated Vultee, with the name shortened to Convair, which became part of General Dynamics before being sold to Lockheed which merged with Martin Marietta.
One day at Space Division in LA I signed out to go down to Convair but wrote it on the board as Consolidated Vultee. One of the Majors saw that and asked "Geeze, what we got going on there?" One of the guys told him I was checking on B-24 production.
And I hear that Wallace and Tiernan are still pissed about that.The Pittsburgh Steelers wear US Steel's logo, too.
They are not in the WW2 ads.How about Wallace and Grommet?
How about Fish Paper?I have bought some phenolic sheet for use in fabricating various electrical components.