Day 044 - 02 Nov 94 - Page 61
1 more efficient and probably take less time.
2
3 MR. MORRIS: That was No. 10, if that is helpful. It did appear
4 in a number of the ads but that was specifically No. 10.
5 If I just go through the themes that struck us and ask you
6 for your comments: First of all, as a general theme of
7 promoting toys, would you not say that a child is coming to
8 the restaurant because they think that is the place to get
9 toys?
10 A. I think that certainly if a child would like to
11 participate with that particular promotion, he or she knows
12 that it is available at the restaurant. The
13 advertising -----
14
15 Q. That is the purpose of advertising, is it not, to get
16 children to come in ---
17 A. I was trying to finish.
18
19 Q. -- because there was toys available?
20 A. Certainly children come in because they enjoy the toys
21 as well as the experience overall in the restaurant.
22
23 Q. But the adverts that promote the toys, the Happy Meal
24 adverts with specific toys, hot wheels, Barbi dolls, they
25 focus on the toys, do they not?
26 A. 50 per cent of the commercial focuses on it; 50 per
27 cent of the commercial does not. But, if they want that
28 toy, yes, we hope they will come into McDonald's to enjoy
29 the toy.
30
31 Q. The other 50 per cent generally does not focus on qualities
32 of the food or information. I seem to remember that most
33 of the other 50 per cents are about ronald mcdonald or
34 whatever, yes?
35 A. That is correct.
36
37 Q. That is correct. In fact, you gave some suggestion that
38 you are not allowed to do more than 50 per cent -- the
39 networks have a code about not more than 50 per cent being
40 about toys?
41 A. That is correct.
42
43 Q. That is correct, yes. So, the general effect is toys and
44 clown?
45 A. Toys and ronald mcdonald or McDonaldland. That is, as
46 I said, approximately 50 or 60 per cent of the advertising
47 for children is in this vein.
48
49 Q. There are a quite of number of the ads that had --
50 virtually all of them really -- ads of puppets, puppets and
51 figures, characters, that virtually all of them without
52 question were based upon McDonald's food items; is that
53 correct?
54 A. Many of them are characterisations of food or certain
55 kinds of packaging in the store.
56
57 Q. I think, for example, in that No. 10, the Barbi one -- it
58 might have been that one, it might have been another -- the
59 actual item ends up kissing the girl at the end all over
60 here. Do you remember, she was laughing and they were
