Day 045 - 03 Nov 94 - Page 65
1 served up in the press was accurate about McDonald's.
2
3 Q. So, McDonald's was coming in for a lot of criticism at that
4 time?
5 A. There certainly was criticism, yes.
6
7 Q. On those two fronts, in particular?
8 A. Those were the two aspects of the criticism.
9
10 Q. In this bulletin or Newsletter, whatever you call it, it
11 talks about an olympic sponsorship. Is part of the purpose
12 of being associated with the olympics to, kind of, gain a
13 healthy image?
14 A. That may be someone's take out, but that is not the
15 objective. The objective of us being part of the olympics
16 is the olympic spirit. We, in fact, have had many
17 commercials that have celebrated what we call the olympic
18 spirit, the pressing on, always working for a goal,
19 striving for excellence. And that, essentially, is what
20 the olympic movement talks about, trying to do your best,
21 whether you win or not.
22
23 MR. RAMPTON: My Lord, I wonder whether I might intervene at
24 this stage? I know it is, strictly speaking, a matter for
25 re-examination and I apologise, but Mr. Green has from time
26 to time used the expression "take out". It is written as
27 "take up". I do not really know what it means.
28
29 MR. JUSTICE BELL: Would you like to explain? I have rather
30 made my own inference about what you mean. What do you
31 mean? What does "take out" mean to you or "take up"?
32
33 MR. RAMPTON: What he said was "it might be somebody's take out"
34 or "take up" -----
35 A. It might be someone's impression.
36
37 MR. JUSTICE BELL: Their understanding?
38 A. Yes. Take out, O-U-T.
39
40 MS. STEEL: I have quite a few references but as I look at them
41 I can see we have looked at them already.
42
43 MR. JUSTICE BELL: I would like to go on to ten past four or
44 quarter past four. If you, in fact, find you have got
45 rather disorganised, we will break off now.
46
47 MS. STEEL: On page 407 it says in the last paragraph on the
48 left-hand column -----
49 A. Is this a new tab?
50
51 MR. JUSTICE BELL: Yes, 19.
52 A. We are in the 1990 report?
53
54 MS. STEEL: Yes, it says: "In 1990, prime time and sports
55 accounted for 93 per cent of McDonald's total adult
56 national advertising spending". Prime time and sports
57 advertisements?
58 A. Yes, this is referring to the time that is bought, so
59 prime time refers to usually -- again, let us take a
60 Chicago time, 8 o'clock to 10 o'clock at night is prime
