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JUVENILE DELINQUENCY 163 ieeling that some of them might have involved a question of dispute over good taste, some of them were perfectly all right and we would pass them again. At the end there were two or three of them, looking at them as Monday morning quarterbacks again, that we would have just been as happy if they hadn't passed. I imagine that the same thing would happen if we went through this display. I notice over there, starting at the upper lefthand corner, we read a display on a picture titled "Cell 24-15, Death Row." I looked at it in amazement, trying to figure out what could possibly be wrong with it. It is a simple illustration of a man behind bars, surrounded by a one-color drab frame. The other extreme perhaps is a thing of this sort [indicating]. I make no attempt to argue about any piece of it. The basic re- sponsibility is mine, but the joint responsiljility is mine and the pro- ducers of the material, that is, the advertising men who create it. Mr. Bono. The advertising code, does it provide any type of penalty or fine for violation of the code ? Mr. White. Yes, itdoes provide penalty. Mr. BoBO, In your history with the advertising code, has any pro- ducer or advertiser been fined ? Mr. White. Yes, once. There was a case when an ad was turned down. The advertising manager announced emphatically he was going to use it anyway, and he did use it, and the board of directors did assess a penalty against that company, and I believe the company took about half of it out of the man's salary. Mr. BoBo. In the event of a picture, such as Hell's Island, where one person in the studio will overrule your opinion and overrule others' opinions, is there not a provision there where you can be more forceful with the penalty? Mr. White. I don't want to leave the wrong impression. He did not overrule my opinion. He persuaded me to arrive at a decision that I originally didn't want to make. That is a human process, I suppose, of argument and persuasion. That is what we are doing all the time, we are persuading all the time. Mr. BoBO. Do you find among some of the producers that they are a little overeager in trying to push certain advertising, sexy ads or violent ads tlirough the advertising code? Mr. White. These men are always under great economic compul- sion, Mr. Bobo, to sell their pictures. I believe it was Mr. Schary who said yesterday that the man at the head of a studio, if he made too many mistakes, wouldn't have a job long. The same thing applies equally, of course, to the men who write these ads. If they don't do a good job in selling a picture, they won't have their jobs very long. They are constantly working under great pressure of deadlines, too. This is a pressure business. They are under economic pressure to sell the picture, once the great investment has been made. And they are under all sorts of working pressures. We work with them under those pressures, Mr. BoBO. In the New York office where, I believe, the predominance of the advertising comes from, there is yourself and your clerical staff. Mr. White. That is correct, sir. And other members of the staff Vfith whom I consult.