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
