Day 012 - 18 Jul 94 - Page 36
1 carbohydrates, fat, calories of course not in grammes, but
the others are in grammes or miligrams, cholesterol and
2 sodium that you get with a range of items at McDonald's,
right?
3 A. Yes, Sir.
4 Q. Then it gives you the percentages which those amounts
constitute of the recommended governmental daily
5 allowances for America?
A. That is correct.
6
Q. Here comes the important passage in the middle column,
7 Mr. Horwitz, because this is what the Attorneys General
objected to: "Our sodium is down across the menu".
8 Pausing there, Mr. Horwitz, lifting it out of context,
what, to the American, does that expression mean?
9 A. It means that sodium is down across the spectrum of
the menu; not that it is down in every single item on the
10 menu.
11 Q. Is it possible in American English to understand it as
meaning every single item in the menu has a reduced salt
12 content?
A. It was not and is not to me or any outside experts
13 that we submitted this to for review.
14 Q. Then we see the text with which we must read those words:
"First and most important, any of our food can be ordered
15 without added salt or condiments - if you wish. In
addition, we recently lowered the sodium in our pork
16 sausage by 32% and our pickles by 21%". Then comes some
more about "Balance is best". I will come back to that
17 information there later on when we look at some of the
letters.
18
108, "We shop where you shop". You need not worry about
19 that; that is about McDonald's suppliers, is it not?
A. Yes.
20
Q. 109 is part of the same thing. 110 "For real", this is
21 about milk, is it not? This is the second of the
advertisements to which specific objection is taken by the
22 Attorneys General?
A. Yes, Sir.
23
Q. It is known or entitled: "For real. That is the American
24 Dairy Association's 'REAL' Seal on the milk bottle there.
It means there's real milk in every shake we serve. That's
25 the reason we can call our milk shakes what we call them.
Milk shakes.
26
Same goes for out butter, cheese, sundaes and cones, fresh
27 buttermilk in our biscuits, even half-and-half for the
coffee. Real milk. For real. For you. For more
28 information", and so on and so forth. Turn over the page,
111: "More about real milk and McDonald's good food."
29
I am not going to read more of this than the passage about
30 which the Attorneys General were complaining, which is
under the heading in the left hand column, "Milk and what
