Day 042 - 31 Oct 94 - Page 50
1 (The next advertisement was shown)
2
3 MS. STEEL: Again, was that four different toys each week?
4 A. Yes, a choice of two each week.
5
6 Q. The car or the bargain?
7 A. Yes.
8
9 MS. STEEL: Okay. Carry on.
10
11 MR. MORRIS: I will restrain myself from asking questions about
12 that.
13
14 MR. JUSTICE BELL: Do not ask questions unless it is something
15 I will not see in the ad myself.
16
17 (The next advertisement was shown)
18
19 MS. STEEL: I think that one is missing from the list, as well.
20 Do you think that would really make it clear to children
21 that it was going to be extra cost? He points at the
22 Happy Meal in one hand and then grunts about getting
23 something in the other hand, which is one of the toys. Do
24 you think a child would realise that extra had to be paid?
25 A. Well, it depends what age you are talking about.
26 Certainly, there was a title, I believe, it was----
27
28 Q. It was written briefly at the bottom.
29 A. It was on that for the length of time that you are
30 supposed to put it on the screen. It says: "49p more than
31 meal". To the older age group, certainly, they would be
32 able to read that. To the younger age group, they would
33 not get that in any of the Happy Meal communications that
34 we have been talking about.
35
36 Q. Sorry. I am not sure what you meant. Could you just
37 explain that?
38 A. Previous Happy Meal commercials that we have shown,
39 some say what the price is, in the voice, but others do
40 not. That would be no different to this, to those that do
41 not.
42
43 Q. So if a child was to know that it was going to cost extra,
44 they would have to be able to read, and probably read
45 fairly quickly, as well?
46 A. No. It comes back to what we have said before, which
47 is that the purpose of these types of commercials to young
48 children is to demonstrate the pictures, the play and
49 everything else. They will not get the detail of some of
50 these different offers. They will ask their parents to
51 take them to McDonald's. The parents will know, when they
52 go into McDonald's, that there is an extra payment for a
53 premium like this. We are not trying to hide anything.
54 The price is there. If parents, indeed, see the
55 commercial, they will see what the price is.
56
57 Q. If the parents see the commercial?
58 A. If the parents see the commercial.
59
60 Q. If they are not watching with their children, they may
