Day 046 - 04 Nov 94 - Page 51


     
     1        how the competition spends its dollars, but we spend more
     2        money than the competition.  So it would follow that we
     3        spend more money on children's advertising.
     4
     5   MR. JUSTICE BELL:  Just pause there a moment.  I do not know
     6        whether you meant to ask whether they spend more (period),
     7        or they spend a greater proportion of their budget, or
     8        both.
     9
    10   MS. STEEL:  More, (period).
    11
    12   MR. JUSTICE BELL:  (To the witness) Then it is right to ask:  do
    13        you know about proportions, whether you spend a greater
    14        proportion on children's advertising than, say, Burger King
    15        or Wendy's?
    16        A.  I have not looked at their specific proportions, so I
    17        do not know.
    18
    19   MS. STEEL:  I believe your annual reports actually state in them
    20        that you are the most advertised single brand in the world,
    21        or that you have been at some stage; is that right?
    22        A.  Certainly, we are close to the top 10.  Let us say,
    23        I am sure we are in the top 10.  As to whether we are first
    24        or second, it depends how you look at things.  So I have
    25        really never looked at it.  I know that General Motors and
    26        other people spend more money than we do.
    27
    28   MR. JUSTICE BELL:  And Mercedes spent more than some of the big
    29        American car manufacturers?
    30        A.  Right.  But we are certainly one of the top brands that
    31        is advertised in the world.
    32
    33   MS. STEEL:  I will come back to that.  Just looking at your
    34        statement, on page 4 of your statement which is page 23 of
    35        the bundle?
    36        A.  Yes.
    37
    38   Q.   You say, about midway through the first paragraph that is
    39        on that page:  ".....nor should children be depicted as
    40        coming into McDonald's on their own."  That is because you
    41        do not want to encourage them to come in on their own; is
    42        that right?
    43        A.  Yes.  Small children who do not have a logical way to
    44        come to the restaurant should not be encouraged to come in
    45        on their own.  Actually, coming in on their own is in the
    46        Golden Arches Code.
    47
    48   Q.   When you say "small children", you mean up to nine or ten?
    49        A.  Yes.  I think this is probably, in general, that age
    50        group. 
    51 
    52   Q.   Does that not contradict the sentence saying that "children 
    53        are never encouraged to ask their parents to bring them to
    54        McDonald's"?
    55        A.  No.  I think it is very specific.  We do not encourage
    56        children to ask their parents.  I do not think you will
    57        find any advertisement that says:  "Please ask your mom and
    58        dad to take you to McDonald's."
    59
    60   MR. JUSTICE BELL:  No.  I am not going to stop you, but

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