Day 012 - 18 Jul 94 - Page 20


     
     1   Q.   (b) intended to be misleading to the public; are you
              conscious of both those allegations?
     2        A.  Yes, I am.
 
     3   Q.   I will not ask you about the first allegation, whether or
              not the advertisements were misleading, because that is a
     4        question which you, as a lawyer, will appreciate has to be
              decided by the judge in this case, not by you or me; what
     5        I do want to ask you is this:  Was there an intention by
              McDonald's to mislead the public with this campaign?
     6        A.  Absolutely not.
 
     7   Q.   You know the campaign to which I refer?
              A.  Yes.
     8
         Q.   What was the intention of the advertising campaign?
     9        A.  It was twofold, as I recall.  The first was to bring
              to the attention of the entire United States the fact that
    10        the nutrition information and ingredient information
              booklet, Food - The Facts, which we had discussed before,
    11        are now available, readily available, in every store in
              the United States, so the consumer has instant access to
    12        any information they wish.
 
    13        The second was to address a number of issues which the
              public was interested in at that point in time, and which
    14        were the subject of that series of advertisements which
              were involved in the campaign.
    15
         Q.   Had there been at that time any degree of adverse
    16        publicity to the effect that McDonald's food was what is
              sometimes vulgarly described as junk food?
    17        A.  Prior to the -- almost completion of ----
 
    18   Q.   Yes.
              A.  No; this campaign was received ----
    19
         Q.   No, before the campaign began; I mean during 1985, 1986?
    20        A.  Not that I recall.
 
    21   Q.   Can you turn, please, to tab 6 in your file there, page
              98, I think it is?
    22        A.  Yes.
 
    23   Q.   Which is or should be a copy of that, is it?
              A.  Yes, it is.
    24
         Q.   I am afraid it maybe the copy you have in your file is not
    25        very good, can I pass you up this coloured one?
              A.  Yes. 
    26 
         Q.   Perhaps his Lordship would like to see it?  (Handed).  One 
    27        sees it has the facsimile of the world famous magazine
              Time on the front of it.  How does it work?  Is it an
    28        insert in the magazine, or how did it work?
 
    29   MR. JUSTICE BELL:  It is a pastiche of Time Magazine itself,
              what you are holding, in fact, is it not?  Is that what it
    30        is meant to be?
              A.  I believe this specific item was done with the

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