Day 042 - 31 Oct 94 - Page 23


     
     1        A.  No.  They were still very much children-orientated.  It
     2        would only be a percentage of the air time that was family;
     3        the rest would be kids.
     4
     5   Q.   What did you mean?  Sorry.
     6        A.  In those early days, you could have construed that we
     7        put everything into that cross-over air time.  We did not.
     8        It was a percentage that went in there, but the rest would
     9        have been in children's air time.
    10
    11   Q.   You said that you had read that children down to the age of
    12        three are aware that ads are trying to sell something?
    13        A.  Yes.
    14
    15   Q.   Where did you read that?
    16        A.  Oh, just in general readings in my pastime.  I have no
    17        idea where; it was just on general books.  Basically, the
    18        lower you go in age, then the more simple the visual
    19        impression is that the child gets of the advertising.  The
    20        older you get, the more they can take in, particular story
    21        lines and more complex messages.
    22
    23   Q.   You also mentioned that the biggest factor in child
    24        behaviour, or one of them, was their peers.  What did you
    25        mean by that?
    26        A.  That one of the -- apart from the family -- one of the
    27        biggest influences on children are their peer groups, other
    28        children, whether that be in the playground or just when
    29        out playing; as it is, in fact, for adults as well.
    30
    31   Q.   In terms of making decisions?
    32        A.  Yes, in terms of influencing them and their behaviour.
    33
    34   Q.   What, fitting in with the crowd, or something like that?
    35        A.  Yes, generally that.
    36
    37   MS. STEEL:  I wanted to go through one of the videos that was
    38        not shown.
    39
    40   MR. JUSTICE BELL:  Which was not shown?
    41
    42   MS. STEEL:  Yes.
    43
    44   MR. JUSTICE BELL:  Can you identify it?
    45
    46   MS. STEEL:  Yes.  It is the children's UK advertising one.
    47
    48   MR. JUSTICE BELL:  Does Mr. Hill know which one you want to
    49        see?
    50 
    51   MR. HILL:  It is the "UK children ads made since 1988". 
    52 
    53   MR. JUSTICE BELL:  Say that out loud.  It is what?
    54
    55   MS. STEEL:  "UK children ads made since 1988".  I do not know
    56        whether it is every single ad.
    57
    58   MR. JUSTICE BELL:  We saw some of them.
    59
    60   MS. STEEL:  That is the one with the children's history tape

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