Day 300 - 14 Nov 96 - Page 25
1 MR. RAMPTON: No, I agree about that.
2
3 MR. JUSTICE BELL: Yes.
4
5 MR. RAMPTON: No interest to me.
6
7 MS. STEEL: Mr. Rampton did not agree with it at the time,
8 I was told to bring it up in closing speeches.
9
10 MR. JUSTICE BELL: Give him a chance to get to grips with it.
11 Anyway, you say 'chart worthless'. I said something about
12 that the other day myself.
13
14 MR. RAMPTON: Your Lordship did, I should have said then it is
15 no interest to me at all. I don't think it takes the
16 matter anywhere.
17
18 MS. STEEL: The reference to David Green and pester power was
19 on day 43, page 25, line 9. Mr. Rampton asked, did he see
20 pester power as being a principal function of McDonald's
21 advertising to children, and he said, "Not really, but it
22 certainly does happen." So that is an acceptance that he
23 knows that pester power is an effect of the adverts, and
24 perhaps Mr. Rampton chose the word 'principal'
25 deliberately, rather than just saying whether it was any
26 function of McDonald's advertising.
27
28 MR. JUSTICE BELL: Well, there is so much in this case, a lot
29 depends on the terms you use. If you asked him about
30 persuading their parents to go to McDonald's, he might have
31 accepted it straightaway and then you could have left it
32 there and told me that is what pester power is, later.
33 There we are.
34
35 MS. STEEL: He also said on the same day that his own children
36 had seen McDonald's advertisements and the immediate
37 question after that was, "Did they pester you to take them
38 to McDonald's?" He said, "Yes, they did". Well, he said
39 "Once in a while they did." On page 56, Mr. Green was
40 denying about trying to associate themselves with sports to
41 convey the impression of the food being healthy, but he did
42 say that it was certainly part of the process of fostering
43 brand awareness. And he said, "If that is something that
44 someone enjoys then they will associate that with the brand
45 itself". Here he is talking about sport, and says that the
46 brand is contemporary, the brand is so-called hip, "it
47 enjoys those things which I enjoy and therefore I enjoy
48 going to McDonald's". So that is obviously relevant to the
49 part about fitting in and making McDonald's part of
50 everyday life, and the place to be and so on.
51
52 On day 46, page 52, line 20, Mr. Green said that he could
53 not remember a case where the company had ever shown money
54 in McDonaldland. So that is obviously relevant to the part
55 in the leaflet that says that money never enters the
56 innocent world of ronald mcdonald.
57
58 I just wanted to mention a couple of things from the
59 operations manual, the magazine that I mentioned this
60 morning, about the 28 million copies going into their own
