We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
JUVENILE DELINQUENCY 175 Now, if tliey are induced to come in to see the picture and they get the moral out of seeing the picture, I would think that is enough. I don't know how we can require them to tell a moral in an ad. Chairman Kefauver. I am just comparing what you have done here w^ith what you say you are doing, and I don't mean to argue with you about it. Mr. White. I don't, either. Senator. Chairman Kefalwer. In your statement you would give the im- pression that your advertisements give the spirit and portray what the picture is. If they portray what the picture is, then Kiss Me Deadly would all be one thing, apparently. Mr. White. Possibly it is. Have you seen it ? Chairman Kefauver. No ; I haven't seen it. But here is your state- jiient, sir: What it does seek to do and what it should do is to convey the spirit, the atmosphere, the feeling, the general impression of the photoplay. This is fair, this is proper, this is accepted advertising practice. It is neither misleading nor misrepresentative. So I would think by that, if there is a moral in these things, that you have completely overlooked in these pictures the Mr. White. I am sorry, Senator, but I just don't get the connection between producing a moral in a picture that runs for 2 hours, and trying to illustrate or produce a moral in a small ad layout, which you read in half a minute. Wliat I say in the statement is that we should represent the spirit of the picture, sir, yes; we should represent the theme of the picture. Chairman Kefauver. Then, according to your analysis, if you represent the theme of the picture, the theme of the picture is not any moral, because you say you represent the theme and general impression, but none of these show any moral. Mr. White. I think in most cases these ads do represent the theme of the picture. Chairman Kefauver. Very well. I know your problem is difficult, Mr. "Wliite. Mr. White. It is a very difficult one. Chairman Kefau\t:r. We appreciate that fact. We will be glad for you to have these exhibits when we get through with them here today. Keep them intact and send them back to us. INIr. White. I will keep them intact. Chairman Kefauver. I think it is fair to say that the correspondence and complaints we have, that we literally have hundreds and hundreds of letters from people and organizations, sending samples of protests, a whole lot more about the advertising form of these than we have on the movies themselves. There is a rising tide of public resentment against some of these ads that you have passed. We will be glad to show you a lot of our letters if that will help in your battles with the advertising agencies. We want to cooperate with you. We know your task is hard, it is difficult. You show something to get people into the house. But this isn't a healthy thing, to have criticism by so many organizations, by people, as to the ads for some of these movies. We will go over all of these with you, and we want to help you with your problem, if there is any way we can do it.