Records » Record #1222
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- Reel 8
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- Additional text in Transcription. EDITORIAL COMMENT: Things have obviously deteriorated in their ability to keep public opinion together. But we should note the local nature of what has happened. What we are talking about here is a period, from June to December 1930, in which Pettijohn (if that's who this is) claims a deterioration in advertising at the time when the Code is supposed to be coming into effect. Looking at the ads collected here, it's hard to see that they're significantly more offensive than previous ads, but they're certainly out of line with what the Production Code claimed to be doing. This is also obviously intended as a hard-hitting document attempting to move the company heads to action, and its order of priorities is important: economics comes before the civic groups. The MPPDA, of course, had to be wary of crying wolf over the civic groups, as Sam Morris has accused them of doing over compensating the smaller theatres over sound. Hays was obviously very persuasive in meetings, particularly Board of Directors meetings, where the object, presumably, was to persuade the company heads to see their larger communal interest against their immediate short-term interest, and to get them to act in concert on their better motives-which he then has to press, in part, as here, by flattery. Do the other letters to company heads at this date say the same thing, about the problem being somewhere else?
Problems with suggestive advertising; examples of bad advertising; Advertising Code; reaction of churches abandoned titles.
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