Day 044 - 02 Nov 94 - Page 67


     
     1        him the experience of skating.
     2
     3   Q.   Do friends usually promote multi-international corporations
     4        and sell their products?
     5        A.  I am not sure how can I react to that.
     6
     7   Q.   Sorry, did I give a number for that?  That was 56, Happy
     8        Holiday.
     9
    10   MR. JUSTICE BELL:  I thought that was No. 12.
    11
    12   MR. MORRIS:  Yes, I think it is probably the same ad.  This
    13        "Wishes", No. 63.  What advantage is it to McDonald's to
    14        link ronald mcdonald and McDonald's with Christmas in the
    15        eyes of children, in the minds of children?
    16        A.  I am not sure what you mean by "linking it with
    17        Christmas".  At Christmas-time we sponsor, as we have
    18        showed, some specials, but he relates to children all year,
    19        not just at Christmas-time.  In that particular
    20        advertisement it was part of a show, the wish that made
    21        Christmas.
    22
    23   Q.   Has not ronald mcdonald always from the beginning -- we can
    24        go into that a bit later on -- had an association with
    25        Christmas specifically?
    26        A.  The holiday.  He certainly has an association with the
    27        holiday time period as well as other time periods or
    28        holidays throughout the calendar.
    29
    30   Q.   Have you not though, specifically, put effort into
    31        associating ronald mcdonald with Christmas and, of course,
    32        the whole thing about presents for children, all that kind
    33        of stuff?
    34        A.  He is associated with the holiday time period, yes.
    35        Christmas, specifically, he is usually not associated
    36        with.  He is associated with the holiday time period
    37        because there are many different religions and so forth of
    38        people who come to us, but during the holiday time period
    39        he is associated with the holiday as well as other holidays
    40        during the year, like we showed with Halloween.  It is a
    41        topical time in a child's life.
    42
    43   MR. JUSTICE BELL:  You are associating with him with highlights
    44        in any child's year?
    45        A.  That is right.  It is  a topical time in any child's
    46        life and he is associated with this.
    47
    48   MR. MORRIS:  Now these wishes series which I think are numbers
    49        63 to about 67, 68.  There is some powerful story,
    50        traditional story, and there is ronald mcdonald introducing 
    51        it? 
    52        A.  Yes, as well as -- the story itself was produced by, 
    53        I think I said yesterday, he Children's Television
    54        Workshop.  These were bits of Ronald presence that started
    55        the programme.  Then at different times in the programme
    56        before they went to a break, and then at the end of the
    57        programme.  So Ronald was surrounding the programme content
    58        itself.
    59
    60   Q.   I did not remember, was it Ronald's voice that told the

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