Day 186 - 10 Nov 95 - Page 17
1 that point, the food text does concentrate on McDonald's,
2 does it not?
3
4 MR. MORRIS: I would say -----
5
6 MR. JUSTICE BELL: I take the diet point.
7
8 MR. MORRIS: I would say it does not. I would say the food text
9 entirely concentrates on diet.
10
11 MR. JUSTICE BELL: Let me make a note of that. The food text
12 does not concentrate on McDonald's; it concentrates on
13 diet?
14
15 MR. MORRIS: Yes.
16
17 MR. JUSTICE BELL: Does it not concentrate on both?
18
19 MR. MORRIS: It obviously refers to McDonald's, but if you look
20 at, if you like, the micro-context of that section, we have
21 -- can I just refer to some other parts of the leaflet
22 before I come on to that section? I just feel that it is
23 important, because it does run throughout the whole
24 leaflet.
25
26 MR. JUSTICE BELL: I am accepting that. But, at the end of the
27 day, your big point is: "Look at the text."
28
29 MR. MORRIS: I understand that.
30
31 MR. JUSTICE BELL: If I look at the text, I accept that it uses
32 the word "diet". If I accept for the purpose of argument
33 (although Mr. Rampton does not accept it), if I accept it
34 for the purpose of your argument that it concentrates on
35 diet, it also concentrates on McDonald's, does it not?
36 Does it not concentrate, putting your argument at its
37 highest, on the part which eating McDonald's food might
38 play in diet?
39
40 MR. MORRIS: Their part in promoting a certain kind of food.
41
42 MR. JUSTICE BELL: That is just another way of putting it, is it
43 not?
44
45 MR. MORRIS: Yes. Let me just -- I know you are trying to
46 resist me putting the overall leaflet -----
47
48 MR. JUSTICE BELL: No, I am not. I am accepting that. Suppose
49 I accept that, where do we from there so far as
50 interpretation of the text is concerned? That is what I am
51 asking.
52
53 MR. MORRIS: Right. OK. Let me just say very briefly, on the
54 overall context, if I can just very briefly say, in other
55 sections it is talking about junk food in general; for
56 example, the last column on the opened out page, on the
57 right-hand side above the words "toy food", "junk-food".
58 This is important in terms of, say, the cartoon is talking
59 about "junk food", not about McDonald's food. "Ronald's
60 dirty secret. Once told the grim story about how
