Day 124 - 10 May 95 - Page 43
1
2 MR. MORRIS: Is that the most suitable place? Is that not
3 mostly employment?
4
5 MR. JUSTICE BELL: It is, but that is where I am going to put it
6 until you tell me to put it somewhere else. Take a moment
7 to.
8
9 MR. MORRIS: Maybe we could have the break a bit early.
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11 MR. JUSTICE BELL: That would be a good idea -- five minutes.
12
13 (Short Adjournment).
14
15 MR. MORRIS: Just to go back to something which came up earlier
16 on, referring to the book, Behind the Arches, written by
17 John F. Love, you know about, it came up before?
18 A. Yes.
19
20 Q. I think Mr. Rampton has a copy. I do not know if he wants
21 to give you his copy at all, because I do not think it is
22 actually in the -----
23
24 MR. JUSTICE BELL: You can borrow mine. (Handed).
25
26 MR. MORRIS: Can you turn to page 223. The third full paragraph
27 down starts: "ronald mcdonald made his television debut in
28 Washington in October 1963 ..."
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30 MR. JUSTICE BELL: Take it steadily, loud and clear, since I do
31 not have my copy.
32
33 MR. MORRIS: "ronald mcdonald made his television debut in
34 Washington in October 1963. By the mid 1960s the
35 McDonald's franchise in Washington was spending $500,000 a
36 year on advertising, most of it on ronald mcdonald. It was
37 more than any other local national fast-food chain was
38 spending on advertising, more than even McDonald's
39 Corporation itself."
40
41 If we note that, and then turn over the page, it says at
42 the top of that page 224:
43
44 "And in 1965 ronald mcdonald made his first national
45 appearance just as McDonald's embarked on its first
46 nationwide advertising campaign. In time, network
47 television commercials, featuring Ronald, would create the
48 only character in the United States with a recognition
49 factor among children that was equalled only by Santa
50 Claus. That in turn succeeded in giving McDonald's
51 hegemony in the children's market. Seeking dominance there
52 seemed trivial to many fast-food shops in the 1960s, but by
53 the 1970s they were admitting they had miscalculated the
54 importance of the children's segment. Indeed no other
55 marketing factor has been more important in distinguishing
56 McDonald's as a leader in fast-food than its early decision
57 to appeal to children through advertising."
58
59 Would you accept what it says there, the two main things
60 are the view on the importance of children's advertising
