Day 300 - 14 Nov 96 - Page 35


     
     1        been true.
     2
     3        But he went on to say that McDonald's advertised in the
     4        cross-over time which was when both parents and children
     5        would be watching the same television.  Obviously it is
     6        clear from that that the advertising which McDonald's claim
     7        is being directed at adults is in fact being directed at
     8        both children and adults, so, you know, it is fair to say
     9        that it is aimed at children, even if it is also aimed at
    10        adults.
    11
    12        The other thing was that when Mr. Preston came back to give
    13        evidence - this is on day 246 - he was asked to read this
    14        article and I asked him whether or not there was anything
    15        that he disagreed with in the article or that he said was
    16        inaccurate.  And he said it is difficult to comment on
    17        other people's quotes but he could comment on his own and
    18        that he thought it tells part of the story.  He said:
    19        Certainly I would have said things like that but I think
    20        I would have gone on to say more, but I would have said
    21        many of those things, yes.
    22
    23        Then he was asked to read the paragraph which I have
    24        already read out, and he said that with their very, very
    25        first television advertisements, certainly they were played
    26        in cross-over time, they were ronald mcdonald ads appealing
    27        to the children.  So there was a clear admission that the
    28        children's advertisements are going out in adults' time,
    29        cross-over time, and they are going to be counted in the
    30        adult budget, no doubt.
    31
    32        He said they were ronald mcdonald ads appealing to the
    33        children, where they were put in times when mum and the
    34        kids would be watching together.  He said:  As for most of
    35        our television commercials went out in the afternoon when
    36        kids were watching, I do not know that that is true.
    37        Because he said that they were limited periods of time when
    38        you could buy the television advertising.
    39
    40        But, I mean, that is not the important part.  The important
    41        point is that the very first television advertisements were
    42        ronald mcdonald ads which were appealing to the children.
    43        Then he was asked about the second sentence:  It was
    44        pressure from kids which brought their parents into our
    45        restaurant.  And he said:  I think kids do in most
    46        families; certainly mine did when they were of Ronald
    47        McDonald age.  I might as well read all of it so I do not
    48        get accused -- I mean, I was trying to cut out bits because
    49        it is all a bit sort of anecdotal.  I think kids do in most
    50        families; certainly mine did when they were of Ronald
    51        McDonald age.  They would say, Mum or Dad I want to go to
    52        McDonald's.  I have to say I did not succumb all the time;
    53        sometimes I did.  I think most parents make the choice
    54        based on sensibility.  They have the ability to say yes or
    55        no as appropriate.
    56
    57        I mean, we would say that is irrelevant.  The question is
    58        whether or not they are pestering their parents.  It is
    59        clear if he is not succumbing all the time, it must have
    60        been quite a frequent request and this is to a President of

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