Day 046 - 04 Nov 94 - Page 54


     
     1        actually listen to it several times over and get the words
     2        down.  If someone wants to challenge them, they can.
     3
     4   MR. JUSTICE BELL:  I am perfectly happy if you have made it,
     5        because if anyone suggests you have it wrong, we can look
     6        into it.  But if you want to rely upon the voice over on a
     7        particular ad, do what you have done there, so that you can
     8        hand me a transcript of it.
     9
    10   MS. STEEL:  It is dated 22nd June, so, hopefully, it should be
    11        in your correspondence bundle -- this year, that is.
    12
    13        (To the witness)  Hamburgers do not grow in hamburger
    14        patches, do they?
    15        A.  No, they do not.
    16
    17   Q.   Why not show children where hamburgers really come from?
    18        It would be educational, would it not?
    19        A.  I am not sure what you mean.
    20
    21   Q.   If you want to educate children, why not show them the
    22        truth about where hamburgers come from?
    23        A.  I think we do show them that they come from McDonald's.
    24
    25   Q.   Why not show children ads of cows in feed-lots or
    26        slaughterhouses?
    27        A.  First of all, I do not think that they would enjoy it
    28        as much as watching a McDonald's ad.  I do not think it is
    29        relevant.
    30
    31   MS. STEEL:   No.  But it is one thing, perhaps, to miss it out
    32         -- although some people would think that maybe even that
    33        should not be done; it is another thing to paint a totally
    34        deceptive picture that hamburgers come from a hamburger
    35        patch and that they are all happy little things bouncing up
    36        and down.
    37
    38   MR. JUSTICE BELL:  You really ought to ask first whether the
    39        witness thinks that a child might believe it comes from a
    40        hamburger patch, because that is the hypothesis upon which
    41        your cross-examination is proceeding.
    42
    43   MS. STEEL:   Young children might believe that, might they not?
    44        A.  It is my opinion that, I do not believe the majority of
    45        children would believe, of any age, that hamburgers came
    46        from a hamburger patch.
    47
    48   Q.   You think they would just think they came from McDonald's?
    49        A.  And their parents, and other places.  A hamburger is
    50        not something that you can only get at McDonald's; a 
    51        hamburger is something that parents serve their children at 
    52        home, as well. 
    53
    54   Q.   So why show them growing in a hamburger patch?
    55        A.  Because it is part of the fun atmosphere of
    56        McDonaldland.
    57
    58   MR. JUSTICE BELL:  There is a matter I would like to follow
    59        there.  Obviously, many North American habits are different
    60        from British ones.  To what extent do American families

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