Day 044 - 02 Nov 94 - Page 57


     
     1        them.
     2
     3   MR. JUSTICE BELL:  Do not hurry, just go steadily.  Speak up
     4        loud and clear because you are looking down at the
     5        document.
     6
     7   MR. MORRIS:  The last sentence of page 37, middle paragraph,
     8        is:  "And ronald mcdonald grins:  'You have to get through
     9        to the children by using their emotions, they are not
    10        remotely interested in praise for the quality of the
    11        products'.  So says Ralph Kreiner, Senior Vice President of
    12        marketing at McDonald's".  Do you happen to know anything
    13        about that?
    14        A.  No, I have not seen this quote in other places.
    15
    16   Q.   But that would be something, is it, that you would agree
    17        with?
    18        A.  No, I do not think so.
    19
    20   Q.   If you turn over the page to page 38, the fourth paragraph
    21        down is talking about, I think, kindergarten, it says:
    22        "There is resistance, and it is successful, even though it
    23        is not like in Sweden" -- I presume it means Germany.
    24
    25   MR. JUSTICE BELL:  Wait.  He is looking for the part.
    26
    27   MR. MORRIS:  Sorry, 38.  It is the middle of the page, fourth
    28        paragraph down.
    29        A.  Yes.
    30
    31   Q.   The second sentence:  "There is resistance, and it is
    32        successful, even though it is not like in Sweden where
    33        politicians adopted legislation to counter the misuse of
    34        kindergartens".  Do you know anything about that?
    35        A.  No, I do not.
    36
    37   Q.   It may come clear a bit later on.  If we look at the second
    38        to last paragraph, we have nearly finished now:  "Parents
    39        of the children attending the Protestant Andreas
    40        kindergarten in Frankfurt Eschersheim expressed their
    41        horror in an open letter to McDonald's and the Press.  'We,
    42        the children's parents, are appalled and find your enquiry
    43        simply impertinent'."  So, this is in response to a letter,
    44        if you look in the above paragraph, from McDonald's PR
    45        department: "Appearances by ronald mcdonald in kindergarten
    46        are completely devoid of advertising content".   The
    47        parents in that kindergarten made a letter basically saying
    48        they were opposed to it.
    49
    50        But then a more important point:  "The German Children's 
    51        Protection Association reacted by recommending that the 
    52        'ronald mcdonald Education Programmes for Kindergartens' 
    53        should be turned down.  The association also took the view
    54        that what was involved was 'undoubtedly a series of
    55        advertising campaigns.  Even if no McDonald's logo is used
    56        during the show, the clown will be recognised by the
    57        children at a later stage in McDonald's restaurants and
    58        will already have their sympathy".
    59
    60        Then it says:  "On 21st March 1989 the Board of the DKSB",

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