Day 042 - 31 Oct 94 - Page 48


     
     1
     2                  (The next advertisement was shown)
     3
     4   MS. STEEL:  I think that one is actually missed off the list
     5        that we have on the children's history tape.
     6
     7   MR. JUSTICE BELL:  Yes.  Was there anything you wanted to ask
     8        Mr. Hawkes about that?
     9
    10   MS. STEEL:   Yes.  No.  I will leave it.
    11
    12                  (The next advertisement was shown)
    13
    14   MS. STEEL:  That, again, was a child in the restaurant on her
    15        own?
    16        A.  Of the significant age, I would say, a young teenager.
    17
    18   Q.   I realise she is older, yes, but these are children's
    19        advertisements; they are directed at children, not at over
    20        16 year-olds?
    21        A.  This is where we need to get into what is a child.
    22        This would not go out in pure child's air time.  This would
    23        not go to your three, four year-old.  This would go out in
    24        a much more mixed audience viewing time, to reach slightly
    25        older children.
    26
    27   Q.   What time would that have gone out, then?
    28        A.  There would be some Saturday morning, but it would be
    29        more early evening.
    30
    31   MS. STEEL:   How is that then categorised -- I will leave it.
    32
    33   MR. JUSTICE BELL:  That looks to me as if it is directed at what
    34        you call "tweens".
    35        A.  "Tweens" and young teens.  Yes, it has more appeal to
    36        that target.
    37
    38   MS. STEEL:  Under what category would that come, that
    39        advertisement?  Would it be classified as children's or
    40        adults?
    41        A.  We probably call it youth, but it would probably be
    42        dealt with by the people that deal with children's
    43        marketing as opposed to adult marketing.
    44
    45   MS. STEEL:   All right.  If we can carry on.
    46
    47                  (The next advertisement was shown)
    48
    49   MR. JUSTICE BELL:  If I suggested that the girl in the blue
    50        jacket was somewhere about 12, 11 to 13, would that seem 
    51        about right to you? 
    52        A.  I would have put her toward the higher end, I guess, 13 
    53        to 14.
    54
    55   Q.   That lad was younger, was he not, about 10?
    56        A.  I think he was about 12 to 13, actually.
    57
    58   Q.   That surprises me, I must say.
    59        A.  But-----
    60

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