Day 002 - 29 Jun 94 - Page 37
1 advertising. That is already referred to above in terms
of the gimmics, "Happy Hats" and parties and decor and
2 everything. But going specifically on to their
advertising, "Nearly all McDonald's advertising is aimed
3 at children". McDonald's Corporation spend over a billion
dollars every year on their advertising and promotions.
4 Whether of that 1 billion dollars 200 million or 700
million dollars is spent on trying to convince children
5 they should eat their food or whatever, is not really that
significant.
6
The point is they spend an enormous amount. Also, if you
7 read carefully the documents that have been disclosed by
McDonald's on this, like with everything with them, you
8 have to take great care to see what the reality is behind
the way things are phrased. So, for example, they have
9 said only, whatever, 20 per cent, 25 per cent, of
advertising is aimed or targeted at children, but we
10 believe that most of the advertising does go out when
children are watching. There is what is called, what do
11 you call it, a transfer, cross over time, when both the
parents and the children are watching.
12
McDonald's say it is because, of course, the only reason
13 they do it is because they want their parents to supervise
what their children are watching. But I mean, obviously,
14 as far as they are concerned, they want the parents and
the children to see the adverts if at all possible.
15
So, the reality is we will be arguing that a significant
16 part, if not the majority of McDonald's advertising, is
aimed at children and some of the time it goes out when
17 adults are watching as well.
18 Their use of the ronald mcdonald figure to reach into the
children's subconscious is very effective, as any parent
19 knows -- quite frighteningly effective. The original
ronald mcdonald, Jeffery Juliano, who was ronald mcdonald
20 throughout the 80's, has apologised publicly for
brain-washing children. We believe this is evidence of
21 the motives of McDonald's Corporation. It has been said
that he is just an actor, but we believe that -----
22
MR. RAMPTON: Your Lordship, I would not have to interrupt if
23 my opponent were counsel, but your Lordship has repeatedly
ruled -- the defendants know it as well as they know
24 anything in this case -- that Mr. Juliano has nothing to
do with the case. He is not in the pleadings any longer
25 and a discovery is required in respect of him. He is not
going to be a witness. I have been extremely patient both
26 this morning and this afternoon.
27 I will have one or two things to say at the end, but at
this stage I really must intervene. Mr. Juliano has been
28 taken out of this case and discarded for good and all.
29 MR. MORRIS: We do not agree with Mr. Rampton. No doubt, he
will say that when it comes up in the case. In any event,
30 of course, if we consider that Mr. Juliano is someone
whose opinion is to be valued, it is relevant to our state
