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174 JUVENILE DELINQUENCY not be honest advertising. They would not be fair to the mothers who don't want their youngsters to go to see this crime picture. So I think they have a very definite point of honesty. If they do not go overboard in tlieir gruesomeness, which the advertising code provides against and which we try to avoid, but still tell the story, e. g., it is a picture of crime and violence, the ads are the fairest possible representation we can give to the picture. If the mothers do not want their youngsters to see these crime pictures, they are warned and we have given them fair and honest warning. Chairman Kefauver. The purpose of advertising is to get the people into the theater. Mr. White. Into the theater; yes, sir. Chairman Kefau\^r. Mr. Freeman was talking about the moral a great deal in Hell's Island. I can't see all the writing there. Mr. White. I thought he was talking about a moral in the Hell's Island, the picture. I don't think he was talking about a moral in the ad. Chairman Kefauver. What is the moral in that ad ? Mr. White. I am not offering any moral in the ad. Chairman Kefauver. What you say here that you did was "to con- vey the s]:)irit, the atmosphere, the feeling, the general impression of the photoplay." Mr. White. And the argument that was given to me and the argu- ment to which I finally yielded in this case was this was a fair repre- sentation of the principal girl character in this picture. Chairman Kefauv-er. Did you read the scenario before you passed it? Mr. White. I saw the picture in this case, Senator. That was one of the cases in which, as I said, occasionally we even go to the point of seeing the picture. The picture was finished in that case, and we saw it. Chairman Kefauver. AVhat is the moral in "Girl Confesses Life With Big Combo Boss" ? Mr. White. I insist again I am not trying to offer a moral in these ads. Chairman IvEFAtrvER. What you are telling us then, Mr. White is that "this is fair, this is proper, this is accepted advertising practice. It is neither misleading nor misrepresentative." Now, these producers tell us that all these pictures have morals. I think a great many of them do have morals, some good morals and very helpful. But I haven't seen a moral in any one of these, these posters you have up here. Mr. White. The fact that in a ]Dicture that may run an hour and a half you may be able to develop a moral, I don't think can necessarily be carried over into an ad you see in a flash. And I have never heard of anyone requiring, as a requirement of advertising, that each piece of advertising produce a moral. This came up in the case of Blackboard Jungle, Senator. Some criticism came in on one or two pieces of this material, and I went to the advertising manager at M-G-M and I showed him the criticism for his information. And he said this, "Our job is to sell this picture. The people who come to see this picture, by and large, go out liking it."