Day 044 - 02 Nov 94 - Page 66


     
     1   MR. MORRIS:  It is obvious, really, it is just that children
     2        relate to that character that likes shakes, so that is just
     3        a handy way of saying:  "At McDonald's we have these shakes
     4        and this is something you should come and get"?
     5        A.  I think they like the character more because of the
     6        characterisation and the way that he acts than specifically
     7        that he likes milk shakes.
     8
     9   MR. JUSTICE BELL:  I think what Mr. Morris is saying is, is the
    10        aim that if they like Grimace and think he is an engaging
    11        personality, since Grimace likes shakes, it would be good
    12        to have a shake?
    13        A.  That is not the aim.  It certainly could be a take out,
    14        but it is not the aim of the use of the Grimace.  Each of
    15        characters represent something that you can have in
    16        McDonald's restaurants, but they do not sit there and
    17        position themselves directly against that particular
    18        product.  But he enjoys milk shakes, and not usually in
    19        most of the advertising, but he is the one character that
    20        enjoys the milk shakes, yes.
    21
    22   MR. MORRIS:  Yes, and the Hamburglar is the one that is always
    23        wanting to have a burger?
    24        A.  Yes, that is correct.
    25
    26   Q.   Of course, if children were to want to have a burger or a
    27        milk shake all the time that would be good for your
    28        company, would it not?
    29        A.  Certainly when they come to McDonald's and have a
    30        cheeseburger, hamburger, it is good, yes.
    31
    32   Q.   So there may be a connection between the ad and the desire
    33        of the child to get a Thick Shake or a burger?
    34        A.  Well, all the ads are so that children will enjoy
    35        McDonald's and come to McDonald's and enjoy our food and
    36        purchase the food, yes.
    37
    38   MR. JUSTICE BELL:  I thought this was common ground.
    39
    40   MR. MORRIS:  It might be obvious, OK.  About that holiday ad,
    41        Happy Holiday -- sorry, that last one was, I think it was
    42        48 was the cheeseburger one, "Whacky Wall".  I cannot
    43        remember the Grimace one, but on No. 56, I think again it
    44        was the Happy Holiday one, I am not sure, the child getting
    45        left behind in the skating.  I put to you a question:  Is
    46        that not exploiting the loneliness of a child?
    47        A.  I do not think so.
    48
    49   Q.   And the misfortune of a child?
    50        A.  No, I do not think it does. 
    51 
    52   Q.   You do not think it gives the impression that McDonald's is 
    53        there to rescue the child when they are down, isolated and
    54        cut off from their friends?
    55        A.  No, I think it shows that Ronald is a friend.
    56
    57   Q.   Yes?
    58        A.  And enjoys the company of the children that are in the
    59        commercial.  In this particular ad the child did not know
    60        how to skate and so Ronald picked him and, sort of, gave

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