Day 044 - 02 Nov 94 - Page 61


     
     1        more efficient and probably take less time.
     2
     3   MR. MORRIS:  That was No. 10, if that is helpful.  It did appear
     4        in a number of the ads but that was specifically No. 10.
     5        If I just go through the themes that struck us and ask you
     6        for your comments:  First of all, as a general theme of
     7        promoting toys, would you not say that a child is coming to
     8        the restaurant because they think that is the place to get
     9        toys?
    10        A.  I think that certainly if a child would like to
    11        participate with that particular promotion, he or she knows
    12        that it is available at the restaurant.  The
    13        advertising  -----
    14
    15   Q.   That is the purpose of advertising, is it not, to get
    16        children to come in ---
    17        A.  I was trying to finish.
    18
    19   Q.   -- because there was toys available?
    20        A.  Certainly children come in because they enjoy the toys
    21        as well as the experience overall in the restaurant.
    22
    23   Q.   But the adverts that promote the toys, the Happy Meal
    24        adverts with specific toys, hot wheels, Barbi dolls, they
    25        focus on the toys, do they not?
    26        A.  50 per cent of the commercial focuses on it; 50 per
    27        cent of the commercial does not.  But, if they want that
    28        toy, yes, we hope they will come into McDonald's to enjoy
    29        the toy.
    30
    31   Q.   The other 50 per cent generally does not focus on qualities
    32        of the food or information.  I seem to remember that most
    33        of the other 50 per cents are about ronald mcdonald or
    34        whatever, yes?
    35        A.  That is correct.
    36
    37   Q.   That is correct.  In fact, you gave some suggestion that
    38        you are not allowed to do more than 50 per cent -- the
    39        networks have a code about not more than 50 per cent being
    40        about toys?
    41        A.  That is correct.
    42
    43   Q.   That is correct, yes.  So, the general effect is toys and
    44        clown?
    45        A.  Toys and ronald mcdonald or McDonaldland.  That is, as
    46        I said, approximately 50 or 60 per cent of the advertising
    47        for children is in this vein.
    48
    49   Q.   There are a quite of number of the ads that had --
    50        virtually all of them really -- ads of puppets, puppets and 
    51        figures, characters, that virtually all of them without 
    52        question were based upon McDonald's food items; is that 
    53        correct?
    54        A.  Many of them are characterisations of food or certain
    55        kinds of packaging in the store.
    56
    57   Q.   I think, for example, in that No. 10, the Barbi one -- it
    58        might have been that one, it might have been another -- the
    59        actual item ends up kissing the girl at the end all over
    60        here.  Do you remember, she was laughing and they were

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