Day 300 - 14 Nov 96 - Page 45
1 and lapsed users, and it has got the percentages for those
2 groups of users who agree with the prompted suggestion
3 "when the kids pester me to go". But at the bottom of
4 this page -- which, again, is headed by McDonald's logo --
5 the very last thing on the page says: "Medium and light
6 users respond more to pester power."
7
8 There are actually lots of references to "pester power"
9 throughout the next few pages, or to responding to kids
10 pestering, but I will not read them all out.
11
12 MR JUSTICE BELL: I do not like the word "pester" in a family
13 context, any more than I like the word "kids". But that is
14 all beside the point.
15
16 MR. RAMPTON: To be fair to the families, my Lord, it is not
17 their word; it is the marketeers' word.
18
19 MR. JUSTICE BELL: I had never thought of it as being pestered.
20
21 MR. RAMPTON: Nor have I.
22
23 MR. JUSTICE BELL: There we are. That does not detract at all
24 from -- what I treat it as is neither here nor there.
25
26 MS. STEEL: Right, OK. I have not got a burning love for the
27 word, myself.
28
29 MR. JUSTICE BELL: No. You are making a perfectly valid point.
30 I misjudged it earlier, or I misjudged your argument
31 earlier. I have heard just part of the argument so far.
32
33 Now, is there anything more you need to say on
34 advertising?
35
36 MS. STEEL: I think that is it, really.
37
38 MR. JUSTICE BELL: Very well. Is there anything more you want
39 to say, Mr. Morris?
40
41 MR. MORRIS: That is nothing I want to say, no.
42
43 MS. STEEL: Can I just check something? I was going to say
44 this: we want to rely on the admissions made in the
45 McDonald's Behind the Arches, the John Love book, which is
46 recommended reading by McDonald's. Those education packs
47 that we asked Mr. Preston about recommend this as a source
48 of information about McDonald's. On page 418, there is a
49 reference to:
50
51 "Hamburgers, french fries and milkshakes are an integral
52 part of American culture, but they were not mass marketed
53 in most foreign countries. Indeed, in Japan and other
54 Far Eastern countries, McDonald's was faced not only with
55 the task of introducing the hamburger, but with an even
56 more fundamental challenge of establishing beef as a common
57 food."
58
59 That obviously relates to the nutrition part and promoting
60 unhealthy food.
