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

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