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
