Day 300 - 14 Nov 96 - Page 23


     
     1        It is the operations manual, I think, which mentions the
     2        annual distribution of 28 million free company magazines to
     3        kids, which describes how "they go into homes as a constant
     4        reminder of McDonald's".  That was the thing about
     5        magazines that I was mentioning earlier, that that would
     6        not be included in those figures for advertising, which
     7        I referred to.
     8
     9        Mr. Green recognised that McDonald's could change people's
    10        eating habits.  That was on day 45, page 55, line 31.  And
    11        that children were "virgin ground as far as marketing is
    12        concerned".  That was on day 45, page 56, line 11.
    13
    14        Mr. Green said about the advertising campaign in 1987,
    15        which the three State Attorneys General took action over,
    16        and which the company claims was run to neutralise the junk
    17        food misconceptions about McDonald's good food - and we
    18        would say they are not misconceptions and it is not good
    19        food - anyway, Mr. Green said that the company knew that it
    20        would be a controversial issue.  That was day 43, page 63.
    21
    22   MR. JUSTICE BELL:   Keep your voice up.
    23
    24   MS. STEEL:   Sorry.  That is a clear indication that they were
    25        intending to sail close to the wind.  I just want to make a
    26        note of something.  (Pause)  I mean, I read these points
    27        out the other day, but just if you want the references
    28        about McDonald's food being nutritious and healthy, and
    29        what the company meant by being nutritious, he said -----
    30
    31   MR. JUSTICE BELL:   Are these Mr. Green still?
    32
    33   MS. STEEL:   Yes.
    34
    35   MR. JUSTICE BELL:   Did you not give them to me the other day?
    36
    37   MS. STEEL:   I can't remember.  I might have done.  I don't know
    38        whether I read out the actual references or not.  Actually,
    39        I think I did, I think I did in the nutrition section.
    40
    41   MR. JUSTICE BELL:   What are you still proposing to cover on
    42        what you want to say about advertising?
    43
    44   MS. STEEL:   I have not actually got a massive amount.  The
    45        thing is that it is all really chaotic now.
    46
    47   MR. JUSTICE BELL:  I am just thinking of what we do, that is
    48        all.
    49
    50   MS. STEEL:   I have notes all over the place.  It is quite hard
    51        to follow them.  I mean, it might be an idea to break early
    52        for lunch and see if I can get some of this -----
    53
    54   MR. JUSTICE BELL:   Yes.  Do you want until two o'clock?
    55
    56   MS. STEEL:   That would be helpful.
    57
    58   MR. JUSTICE BELL:  Because I would rather you had longer than we
    59        wait while you find it while we are in court.  We will
    60        return at two o'clock.

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