Day 299 - 13 Nov 96 - Page 28


     
     1        also would be an additional influence on children.
     2
     3        A point came up in re-examination of Mr. Hawkes that the
     4        number of advertisements made for children was less than
     5        the number that were made for adults.  That was on day 48,
     6        page 54, line 22.  But he agreed when we re-cross-examined
     7        him that the figures for how often advertisements were made
     8        had no bearing on how often they were shown.  He said we
     9        can run commercials which we have shown in previous years.
    10
    11        Additionally, on page 61, line 14, he said in terms of
    12        entertainment ads as opposed to promotional ads, that the
    13        company did not have to change the children's ads as
    14        frequently as the adults' ones, so really how often new
    15        advertisements are made is really a complete red herring.
    16
    17        Just additional figures to be added to, if this is going to
    18        be taken as a point by Mr. Rampton, that additional figures
    19        to be added to the children's advertising spend, would be
    20        for the tweens.  And on day 48, page 45, line 25, Mr.
    21        Hawkes said that the tweens would be included in the
    22        context of family advertising, that they did not
    23        specifically advertise to them, and that was where
    24        advertisements to them would be found.
    25
    26        On page 46, line 21, Mr. Rampton actually said that it was
    27        accepted that a substantial proportion of the advertising
    28        budget was devoted to advertising to children from the ages
    29        of 2 to 15.
    30
    31        I don't think I gave a reference for the point that if
    32        McDonald's did not advertise then over time -- well, long
    33        term you might see the company decline completely.  That
    34        was day 41, page 7, line 18.  These are just -----
    35
    36   MR. JUSTICE BELL:   Pause a moment.  (Pause)  Yes.
    37
    38   MS. STEEL:   This is an obvious point, but on day 41, page 7,
    39        line 45, Mr. Hawkes said that the advertising was designed
    40        to be as appealing as it could be to the consumer and that
    41        was the reason they advertise.  Obviously, that applies to
    42        children as well as adults.  It is all about getting them
    43        to want to come into the store, either for the experience
    44        or the food.
    45
    46   MR. JUSTICE BELL:   Yes.
    47
    48   MS. STEEL:   I am not quite sure where this fits in, but on day
    49        41, page 13, line 42, Mr. Hawkes said that 16 to 24 year
    50        olds were the most frequent users of fast food.  And on
    51        page 14, line 11, that single, 16 to 24 year olds tended to
    52        be more promiscuous in terms of their uses of different
    53        quick service restaurants.  And he agreed later on that
    54        page that McDonald's relies on them heavily to eat the
    55        company's food, and that, on top of that, they were also
    56        eating at Burger King, Pizza Huts and everywhere else as
    57        well as McDonald's, and he said that they were less brand
    58        loyal.  I mean, that probably should have come in the
    59        nutrition section, actually.
    60

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