df.to_html  display full output when using option to set display.max_colwidth
#### Code Sample

```python
import pandas as pd

df = pd.DataFrame(data={
    'test': ['abcdefghijklmnopqrstuvwxyz', 'aaaabbbbbbccccccddddddeeeeefffff'],
})

pd.set_option('display.max_colwidth', 10)
df.to_html(escape=False, notebook=False)

```
#### Problem description

While we are working on issue https://github.com/pandas-dev/pandas/issues/9690 and trying to reproduce the bug we found what could be a possible bug, when using `pd.set_option('display.max_colwidth', 10)`, we expect `df.to_html(escape=False, notebook=False)` to show truncated values, but this does not occurs.

We already know that when using `notebook=True` the truncating occurs, but in our mind that to should working too when `notebook=False`. Should this be this way?

#### Output
```
'<table border="1" class="dataframe">\n  <thead>\n    <tr style="text-align: right;">\n      <th></th>\n      <th>test</th>\n    </tr>\n  </thead>\n  <tbody>\n    <tr>\n      <th>0</th>\n      <td>abcdefghijklmnopqrstuvwxyz</td>\n    </tr>\n    <tr>\n      <th>1</th>\n      <td>aaaabbbbbbccccccddddddeeeeefffff</td>\n    </tr>\n  </tbody>\n</table>'
```

#### Expected Output

```
'<table border="1" class="dataframe">\n  <thead>\n    <tr style="text-align: right;">\n      <th></th>\n      <th>test</th>\n    </tr>\n  </thead>\n  <tbody>\n    <tr>\n      <th>0</th>\n      <td>abcdef...</td>\n    </tr>\n    <tr>\n      <th>1</th>\n      <td>aaaabb...
</td>\n    </tr>\n  </tbody>\n</table>'
```

#### Output of ``pd.show_versions()``

<details>

INSTALLED VERSIONS
------------------
commit           : 5f34933848d7daa129651a53158cb94367bacbcd
python           : 3.6.8.final.0
python-bits      : 64
OS               : Linux
OS-release       : 4.15.0-58-generic
machine          : x86_64
processor        : x86_64
byteorder        : little
LC_ALL           : None
LANG             : pt_BR.UTF-8
LOCALE           : pt_BR.UTF-8

pandas           : 0.25.0+258.g5f3493384
numpy            : 1.16.2
pytz             : 2018.3
dateutil         : 2.8.0
pip              : 9.0.1
setuptools       : 40.8.0
Cython           : 0.29.13
pytest           : None
hypothesis       : None
sphinx           : None
blosc            : None
feather          : None
xlsxwriter       : None
lxml.etree       : 4.2.1
html5lib         : 0.999999999
pymysql          : None
psycopg2         : None
jinja2           : 2.10.1
IPython          : 7.3.0
pandas_datareader: None
bs4              : 4.6.0
bottleneck       : None
fastparquet      : None
gcsfs            : None
lxml.etree       : 4.2.1
matplotlib       : 3.0.2
numexpr          : 2.6.4
odfpy            : None
openpyxl         : None
pandas_gbq       : None
pyarrow          : None
pytables         : None
s3fs             : None
scipy            : 1.2.1
sqlalchemy       : None
tables           : 3.4.2
xarray           : None
xlrd             : None
xlwt             : None
xlsxwriter       : None


</details>
@elisamalzoni