Day 046 - 04 Nov 94 - Page 56
1 something that will put people off.
2
3 Q. That is an understatement of the century. But you have
4 claimed that your advertising is educational. There are
5 limits to what you would claim to be an educational
6 function of your advertising, presumably. It does not
7 extend to -----
8
9 MR. JUSTICE BELL: I do not think he said that their advertising
10 as a whole is; he said there are elements of their
11 advertising which is educational.
12
13 MS. STEEL: There are some points I wanted to go through, so if
14 you could get down pink volume III?
15 A. Yes.
16
17 Q. If you could just turn to page 22?
18 A. Yes.
19
20 Q. You see at the top of the column right-hand column:
21 "Marketing. In 1989 McDonald's continued to enjoy our
22 position as the most advertised single brand in the
23 world". That is what I was asking you about a while ago.
24 Do you remember that now?
25 A. Yes, I said I have seen it. We are certainly one of
26 the top brands as to, you know, the numbers that someone is
27 using there, but I do not know.
28
29 Q. That appears to indicate -----
30 A. People look at brands in a different way, but I think
31 if you look at just McDonald's and the brand that we are
32 certainly enjoying a very high position and, as this
33 particular one says, this particular year was a top
34 position.
35
36 Q. Yes. It is not top 10, it is No. 1, that is right, is it
37 not?
38 A. I have nothing to contradict this. I believe that in
39 1989, if this says that we were within the context of
40 whoever put this together felt that we were the largest
41 single advertised brand, then we were.
42
43 Q. Interestingly enough, the left-hand column midway down the
44 middle part on "Competition" also repeats that sentence
45 about "McDonald's views any establishment serving or
46 selling food as competition"?
47 A. Yes, I think I made myself clear on that before, and
48 that was that, from my point of view, I think on a very
49 broad basis, obviously, everything is competition, any food
50 service is competition but for me, I specifically look at
51 competition in a very specific way.
52
53 MR. JUSTICE BELL: Before anything is said any further, let me
54 just look at the "Competition" column. Yes?
55
56 MR. RAMPTON: My Lord, my objection is this, that it is both
57 unfair to the witness and an unnecessary waste of court
58 time, so far as it means I have to come back to in
59 re-examination, to select a sentence from the end of a
60 paragraph without drawing the witness's attention to the
