My Wild Irish Rose(Warner Bros.) (1947)

Mr. Exhibitor... ; ; This is the Revised Motion Picture Advertising Code! The revised advertising code of the Motion Picture Association of America provides a high standard of operation for exhibitors everywhere. Applying to all publicity, advertising and exploitation, it is wholly voluntary, but strict adherence to its provisions will further strengthen the theatre’s position of responsibility within the community. As revised by the Association’s Board of Directors, after careful consideration by the Advertising Advisory Council, composed of the directors of advertising and publicity of all major companies, the code outlines a specific course of action for all exhibitors. Avoid all censure and all censors! Abide by the code! | . The 11 Cardinal “Don'ts” of Motion Picture Industry (Reprinted from the Motion Picture Daily 7. Don’t indulge in undue exposure of the human of August 29, 1947) anatomy. 1. Don’t reveal details of crime that might inspire : 8. Don’t use false or misleading statements. imitation. 2. Don’t show lustful kissing. 9. Don’t be unfair to history or nationals of other 3. Don’t exhibit excessive gruesomeness. countries. 4. Don’t exploit censorship disputes. 10. Don’t show the use of liquor unless it is essential 5. Don’t offend races and religions. to characterization or plot. 6. Don’t use profanity, vulgar or sacriligious Jan11. Don’t undermine the laws of the land and comguage. mon sense. Use the Code... Avoid All Censure...Avoid All Censors! PREAMBLE: The purpose of the Advertising Code is to apply to motion picture advertising, publicity and exploitation, within their range, the high principles which the Production Code applies to the content of motion pictures. The provisions of the Advertising Code shall apply to pressbooks, newspaper, magazine and trade paper advertising, publicity material, trailers, posters, lobby displays and all other outdoor displays, novelty distribution, radio copy and every form of motion picture exploitation. We urge all motion picture producers, distributors and exhibitors, and their advertising agents, whether affiliated with the undersigned or not, to adhere to these principles; and, for ourselves, we pledge compliance with these principles without reservation. THE CODE The history, institutions and nationals of all countries shall be represented with fairness. We subscribe to a code of business ethics based 4. «CProfanity and vulgarity shall be avoided. upon truth, honesty and integrity. All motion picture advertising shall % = CPictorial and copy treatment of officers of the law (a) Conform to fact. shall not be of such a nature as to undermine their (b) Serupulously avoid all misrepresentation. authority. ~ ¢ . J . . Good taste shall be the guiding rule of motion picSpecific details of crime, inciting imitation, shall ture advertising. waive ines’ danas Illustrations and text in advertising shall faithfull : F ; : : * Pae Be : 4s ‘: 1 SS es y 1Q Motion picture advertisers shall be guided by the represen e ‘tures selves. 13 P P Ee Seen provision of the Production Code that the use of liquor in American life shall be restricted to the No false or misleading statements shall be used _ te cakes : : : necessities of characterization and plot. directly, or implied by type arrangements or by distorted quotations. ; : oe) ; 1] Nudity with meretricious purpose and _ salacious No text or illustration shall ridicule or tend to ; postures shall not be useds aidi-clathed= figures ee ear wees ; shall not be represented in such manner as to be ridicule any race, religion or religious faith; no ae d 1 illustration of a character in clerical garb shall be Suite Lickin cece dae Bart ot Le eer ce shown in any but a respectful manner. 12 Court actions relating to censoring of pictures, or other censorship disputes, are not to be capitalized in advertising or publicity.