Day 042 - 31 Oct 94 - Page 23
1 A. No. They were still very much children-orientated. It
2 would only be a percentage of the air time that was family;
3 the rest would be kids.
4
5 Q. What did you mean? Sorry.
6 A. In those early days, you could have construed that we
7 put everything into that cross-over air time. We did not.
8 It was a percentage that went in there, but the rest would
9 have been in children's air time.
10
11 Q. You said that you had read that children down to the age of
12 three are aware that ads are trying to sell something?
13 A. Yes.
14
15 Q. Where did you read that?
16 A. Oh, just in general readings in my pastime. I have no
17 idea where; it was just on general books. Basically, the
18 lower you go in age, then the more simple the visual
19 impression is that the child gets of the advertising. The
20 older you get, the more they can take in, particular story
21 lines and more complex messages.
22
23 Q. You also mentioned that the biggest factor in child
24 behaviour, or one of them, was their peers. What did you
25 mean by that?
26 A. That one of the -- apart from the family -- one of the
27 biggest influences on children are their peer groups, other
28 children, whether that be in the playground or just when
29 out playing; as it is, in fact, for adults as well.
30
31 Q. In terms of making decisions?
32 A. Yes, in terms of influencing them and their behaviour.
33
34 Q. What, fitting in with the crowd, or something like that?
35 A. Yes, generally that.
36
37 MS. STEEL: I wanted to go through one of the videos that was
38 not shown.
39
40 MR. JUSTICE BELL: Which was not shown?
41
42 MS. STEEL: Yes.
43
44 MR. JUSTICE BELL: Can you identify it?
45
46 MS. STEEL: Yes. It is the children's UK advertising one.
47
48 MR. JUSTICE BELL: Does Mr. Hill know which one you want to
49 see?
50
51 MR. HILL: It is the "UK children ads made since 1988".
52
53 MR. JUSTICE BELL: Say that out loud. It is what?
54
55 MS. STEEL: "UK children ads made since 1988". I do not know
56 whether it is every single ad.
57
58 MR. JUSTICE BELL: We saw some of them.
59
60 MS. STEEL: That is the one with the children's history tape
