Day 299 - 13 Nov 96 - Page 36


     
     1        really saying that.
     2
     3   MR. MORRIS:   I think that is part of it.
     4
     5   MR. JUSTICE BELL:  Even if she is totally wrong about that, it
     6        does not detract from the main point she is trying to make.
     7
     8   MS. STEEL:   I am just trying to look back over what I said,
     9        because I don't actually remember saying that part of it
    10        was not to eat the food, but all I am saying is that a big
    11        part of it is for the experience, for living out the
    12        advertisements after this picture has been created in their
    13        minds.  (Pause)
    14
    15   MR. JUSTICE BELL:  Shall we have the five minute break there,
    16        and then we can get going again.
    17
    18                         (Short Adjournment)
    19
    20   MS. STEEL:   I just wanted to refer to a few of the points in
    21        the McDonald's Golden Arches code.  This is in tab 6 of
    22        advertising volume pink 7.  And McDonald's relied on this
    23        code as part of their line about how everything about their
    24        advertising to children is all fine and hunky-dory,
    25        whatever.
    26
    27        On page 4 of that document, which is bundle page 50, it
    28        says at number 14:  Each McDonald's television commercial
    29        should strive to capture the "magic moment".  The magic
    30        moment in a McDonald's commercial is that little moment
    31        that tugs at your emotions, makes you laugh, or feel a warm
    32        empathy towards the commercial.  It is the moment that
    33        separates McDonald's advertising from all others.
    34        Sometimes you can write a magic moment into your
    35        commercial, sometimes you cannot, but you should always try
    36        for it and plan for it.
    37
    38        That is clear intent to manipulate people's emotions with
    39        the use of their advertising and that is advertising for
    40        children and adults.
    41
    42        On page 7 of the code, bundle page 53, paragraph 9 is that
    43        these are the general considerations about children's
    44        advertising which -- sorry, the introduction to this part
    45        says McDonald's children's advertising must always conform
    46        to the advertising standards of the relevant country but
    47        that in addition there is the Golden Arches code with
    48        special McDonald's standards.
    49
    50        And number 9 is that children must not be depicted coming
    51        into a McDonald's restaurant alone.  You may remember that
    52        some of the advertisements that we saw which were directed
    53        at children showed precisely that, children in a McDonald's
    54        store on their own -----
    55
    56   MR. JUSTICE BELL:  What is the actual relevance of that to this
    57        case, because, if it is important and I have missed it, I
    58        want to know.
    59
    60   MS. STEEL:   It is not incredibly important, except that parts

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