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JOVAN MUSK COMMERCIAL BANNED BY NETWORK CENSORS

 JOVAN MUSK COMMERCIAL BANNED BY NETWORK CENSORS
 CHICAGO, Feb. 20 /PRNewswire/ -- The major networks banned a Jovan


Musk television commercial that parodies the way television censors look at sex in advertising. The censors say that they rejected the spot because of its so-called sexual tone, but representatives for Jovan say the commercial was rejected because it pokes fun at the network censors.
 The commercial asks, "How much can you take off on TV?" It combines scenes of a droll television censor commenting about what can and cannot be taken off on television, while a man and a woman playfully undress each other -- a strip tease -- to illustrate how much is "taken off" the price of Jovan Musk for its 20th anniversary sale.
 When the censors at the top three networks were given the storyboards, all rejected them because the commercial poked fun at their profession. After lawyers talked, the censors from all three networks agreed to look at a video version, suggesting that script changes be made to gain approval.
 When the video version was submitted, censors from NBC-TV and CBS-TV thought the images had "gone too far." Some of their reasons, including the extent to which a man could be undressed on television compared to a woman, Jovan found puzzling, as well as compromising to the commercial.
 "We provided a lighthearted look at censorship with this commercial," said Victor Zast, vice president of marketing for Quintessence Incorporated, the makers of Jovan Musk. "However, the censors took it seriously, so ironically, some serious issues about censorship and television have been raised."
 These issues include:
 --Why are there no standard, written censorship guidelines?
 --Why are advertising standards significantly stricter than those
 for the promotion of programming?
 --Why do double standards for men and women exist?
 A revised version of the commercial will premiere in March on ABC-TV, the only one of the three major networks that accepted the commercial. It also will air on Fox Broadcasting Co. and MTV (Music Television).
 Based in Chicago, Quintessence Incorporated markets and distributes Jovan, Adidas, Dare and Aspen fragrance lines. Its products are sold in 76 countries on six continents. Since its introduction in 1972, worldwide sales of Jovan Musk have surpassed $1.5 billion.
 -0- 2/20/92
 /NOTE TO EDITORS: A news story with the entire commercial will be sent via satellite on Friday, Feb. 21, at 2 p.m. to 2:30 p.m. EST -- Telstar 301, Transponder 9H, 6.2 and 6.8 dual audio/
 /CONTACT: Kim Blazek or Emily Miller, 800-837-7123, for Quintessence/ CO: Quintessence Incorporated ST: Illinois IN: HOU SU:


AH -- NY056 -- 0964 02/20/92 13:21 EST
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Feb 20, 1992
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