Day 046 - 04 Nov 94 - Page 68


     
     1        this, that may be so -----
     2
     3   MS. STEEL:  Can he not ask what his response is rather than ask
     4        him a leading question?
     5
     6   MR. RAMPTON:  No.  If I have summarised incorrectly, I am trying
     7        to save time -- I think your response (and you will correct
     8        me if I am wrong) is:  "That would be nice if it were so,
     9        but so far as I, the advertising department at McDonald's
    10        Corporation is concerned, we do not target the whole world,
    11        we target particular sections; is that right?
    12        A.  Yes, I think that is accurate.
    13
    14   Q.   In particular, we target the quick service restaurant
    15        sector?
    16        A.  I have said that several times.
    17
    18   MR. MORRIS:  There was an objection to leading questions when
    19        I did re-examination to save time.
    20
    21   MR. JUSTICE BELL:  The reason I have not interrupted is that I
    22        have a very clear picture of what the witness has said in
    23        the event, so I do not think it is going to do any harm in
    24        the end.  You are quite right, it is a leading question.
    25
    26   MR. MORRIS:  I do remember when I was trying to save time
    27        specifically, I did say that I would like to ask a few
    28        leading questions.  I do not mind as long as it applies to
    29        both parties.
    30
    31   MR. RAMPTON:  I hope your Lordship will intervene if ever I ask
    32        a leading question when I should not do.  Your Lordship
    33        will notice that my question is not a leading question.
    34        (To the witness):  Mr. Green, if it were your function as
    35        the advertising department of McDonald's Corporation to
    36        target the whole eating out market in America, would that
    37        involve any differences in the way in which you advertised
    38        your products?
    39        A.  Yes, it would.
    40
    41   Q.   With specific reference to television advertising first, in
    42        general, both adults and children, what sort of differences
    43        would you expect to have to introduce?
    44        A.  Well, very specifically we would try to compare very
    45        specifically eating out at a white table cloth restaurant
    46        versus eating at McDonald's, or we would compare other
    47        things that would not be specifically against the quick
    48        service restaurant business or the attributes that we have.
    49
    50   Q.   Do you think (and I know this is a speculation, but you 
    51        have some experience in the field) that there would be any 
    52        marked or significant differences in the way in which you 
    53        advertise your products to children?
    54        A.  We certainly -- you know, if we were trying to make a
    55        difference or a comparison with products or a family eating
    56        at home, we might show them eating at home and saying:
    57         "No, I would rather go to McDonald's" but we do not do
    58        that.
    59
    60   Q.   That is the first thing.  The second thing is this, arising

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