Day 292 - 01 Nov 96 - Page 40


     
     1        several times and I have just forgotten where it is.  All
     2        you would need is one equivalent of their nutrition booklet
     3        but which has in it a statement "we use recycled paper"  or
     4        "we use X percent of recycled paper", whatever.  That is
     5        the point.
     6
     7   MR. MORRIS:   Yes.  I mean, I think that the whole impression of
     8        reading their documents on the subject is that they are
     9        committed to using recycled paper.
    10
    11   MR JUSTICE BELL:  What I need at some stage is which document,
    12        you see.
    13
    14   MR. MORRIS:   Right.  (Pause) I think, you know, one thing about
    15        McDonald's that I have learned from this case is that
    16        McDonald's are extremely clever with words and that it is
    17        its impressions that are the key thing with McDonald's.
    18        That they give an impression.
    19
    20   MR JUSTICE BELL:  Well.
    21
    22   MR. MORRIS:   I understand what you are saying but -----
    23
    24   MR. JUSTICE BELL:  Whether or not it is true, I am perfectly
    25        willing to accept that it is the impression rather than
    26        necessarily the strict construction of the words.  But then
    27        you have got to -- I would like you to point me at some
    28        stage, not this afternoon, at some stage, at what the
    29        publications are which create the impression which you are
    30        after.
    31
    32   MR. MORRIS:   Right.  I mean, if I do not do it it is not
    33        because I couldn't find it; it is because it is just one of
    34        the many things that got lost in the shuffle.
    35
    36   MR. JUSTICE BELL: I may be able to find it myself.  I will wait
    37        and hear what, if anything, Mr. Rampton says about this,
    38        but it would be a short route to it if you are able to
    39        pinpoint the document or documents yourself.  Right.
    40        (Pause).
    41
    42   MR. MORRIS:   Regarding the rest of the pamphlet, as I have
    43        already referred to, just opposite on the same page there
    44        is under the 'fast equals junk' that the packaging is part
    45        of the fast junk experience.  It specifically refers to
    46        paper and plastic containers there.  Obviously, the section
    47        on exploiting children would relate to the packaging in
    48        terms of being part of what Mr. Oakley called the brand
    49        image of the getting people to buy their food.  Under toy
    50        food, for example, section of the fact sheet, as if to
    51        compensate for the inadequacy of their products, McDonald's
    52        promote the consumption of their meals as a fun event.
    53
    54        At the end of that paragraph 'reducing the food itself to
    55        the status of a prop', goes on about gimmicks and routines
    56        with paper hats and straws and balloons, hiding the fact
    57        that the food is mediocre.  So there was a general
    58        criticism of McDonald's packaging in general, all their
    59        packaging, especially that which is clearly designed had
    60        such a way as to present the food in a colourful, and

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