Day 003 - 30 Jun 94 - Page 39


     
     1        on local people than there is here?
              A.  There is a very heavy local or regional skew to their
     2        advertising umbrella'd with a national programme, yes.
 
     3   Q.   When Leo Burnett has produced his advertisement, it might
              be a film of Ronald, a short film of Ronald, or whatever,
     4        does it have to have the advertisement approved by the
              company?
     5        A.  Oh, yes.
 
     6   Q.   It does?
              A.  They will do -- they will have an idea.  It will be
     7        turned normally into a story board of some kind.  We have
              first look at it, first right to say "No, it goes", "Yes,
     8        this is wonderful", whatever the case may be.  It will be
              made into a commercial, as a appropriate.  Then it has to
     9        go to the approving authorities.
 
    10        Normally during the cycle we will ask them:  "If we shoot
              this commercial this way or if we show the following, are
    11        you happy with that?"  They will guide us.  When the film
              ask finally put together, irrespective of all these
    12        conversations which have happened first, if they say there
              is a problem, the problem has to be fixed; it cannot be
    13        broadcast without their approval.
 
    14   Q.   Mr. Preston, that is all I wish to ask you about
              advertising.  Food poisoning you have dealt with so far as
    15        I am concerned in its entirety; rearing, slaughter also,
              save for one matter.  Do you know what is the method by
    16        which cattle are stunned in this country before slaughter
              before being bled?
    17        A.  Yes.
 
    18   Q.   What is it called?
              A.  They use a gun; it shoots them in the head; it stuns
    19        them completely.  There is a technical term for it.  I
              cannot remember off the top of my head.
    20
         Q.   Perhaps I can help. It is the captive bolt pistol.
    21        A.  That is it.  Captive bolt.
 
    22   Q.   The idea, as you said, is to stun them first before they
              are bled out and made into meat.  Is that a method which
    23        has been, as it were, I do not say approved, but that
              method is the one which is used, therefore, does it
    24        follow, for the bulk of the cattle which are used for
              McDonald's meat in this part of the world?
    25        A.  Yes, it is used here in this part of the world.
  
    26   Q.   So far as you are aware, is that a matter which should be 
              regarded as humane or inhumane? 
    27        A.  I think it is the most humane that exists.
 
    28   Q.   Can you now, please, have another bundle which is -- it
              has the letters WCO on it -- my Lord, it is called "words
    29        complained of".  I mentioned it to your Lordship in
              opening.  It contains a lot of publicity which was
    30        generated around the time of the publication of the
              leaflet complained of in October 1989.

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