Ad Nauseam

Ad Nauseam Hollywood has found that the best way to get the entertainment seeker away from the TV set, short of turning out better films, is to go after him in advertising copy--bombard him with sex, pound him with superlatives and stab him with exclamation points.

To prove this point, Hollywood's Daily Variety listed a few examples of ad copy culled from the Los Angeles papers: Princess of the Nile (20th Century-Fox) : "No woman with a soul ever danced like Shalimar." About Mrs. Leslie (Paramount): "She gave more of herself in six weeks than most women give in a lifetime!" Hell Below Zero (Columbia): "You'll never forget the fight in Capetown . . . the kiss on deck . . . the rendezvous in the cabin." Said Variety: "It was contended by some that public intelligence had outgrown some of the [Production Code] bans--but more important, that Hollywood, too, had outgrown its years of bad taste. Not so! ... On the basis of this type of film advertising copy, the Production Code not only isn't obsolete, but obviously isn't sufficiently policed."

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