Day 300 - 14 Nov 96 - Page 24


     
     1
     2   MS. STEEL:   Thank you.
     3
     4                        (Luncheon Adjournment)
     5
     6   MS. STEEL:   I can't remember whether I had done the references
     7        for Mr. Beavers.
     8
     9   MR. JUSTICE BELL:  Let me just look.  You have given me some.
    10
    11   MS. STEEL:   The one about Mr. Beavers stated that back in the
    12        sixties McDonald's were the trend setters in the food
    13        industry, in particular the fast food service industry, in
    14        utilising national television.
    15
    16   MR. JUSTICE BELL:  Yes, you told me that.
    17
    18   MS. STEEL:   Have I actually given the page?
    19
    20   MR. JUSTICE BELL:   Let me just look.  (Pause) Well, rather than
    21        me look through -- no, you did not.  You did it during your
    22        general opening remarks about being trend setters in the
    23        industry and using national television.
    24
    25   MS. STEEL:   That is day 124, page 4, line 56 and page 43, line
    26        28, and on page 45, lines 28 and 45.
    27
    28   MR. JUSTICE BELL:   43, 28.
    29
    30   MS. STEEL:   Yes.  Page 43, line 28 and line 45.
    31
    32   MR. JUSTICE BELL:  Yes.
    33
    34   MS. STEEL:   And the reference to "no other marketing factor has
    35        been more important in distinguishing McDonald's as a
    36        leader in fast food than its early decision to appeal to
    37        children through advertising" is day 124, page 43, line
    38        47.  The agreement that in the early days McDonald's
    39        probably did spend more of their budget on children's
    40        advertisements rather than those for adults was day 125,
    41        page 45, line 50, and that within a short period of time
    42        Ronald was one of the most well known, popular characters
    43        in America was 125, 45, 55.  The spokesperson of the
    44        company was 124, page 4, line 58.  I think that was it.
    45
    46   MR. JUSTICE BELL:   Yes.
    47
    48   MR. MORRIS:   Just one other reference from him.  He said on day
    49        124, page 55, lines 33 to 38, how the people who play
    50        ronald mcdonald have to be knowledgeable about the
    51        corporation's ethics, and that backs up the strength of the
    52        Civil Evidence Act notice on Geoffrey Julianno.
    53
    54   MS. STEEL:   I don't know whether or not these are going to be
    55        relied on, but on day 43, page 8, it started there was a
    56        reference to a document entitled "100 leading national
    57        advertisers", and on day 11 -- sorry, page 11, this is
    58        still day 43, page 11, line 33, I made the point that this
    59        chart was effectively worthless, because -----
    60

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