Day 300 - 14 Nov 96 - Page 37


     
     1   MS. STEEL:   I think the point is that there is pressure from a
     2        single request but that it is not any kind of significant
     3        pressure, you know, which is clearly indicated by what Paul
     4        Preston is saying here.  He is indicating significant
     5        pressure which, in my mind, is akin to pestering, but
     6        whether or not it is does not really matter, because the
     7        leaflet does say pressure, rather than pester.
     8
     9   MR. MORRIS:   Can I just say, in addition, that Paul Preston did
    10        say in his statement, I am not sure now where it came up in
    11        cross-examination or whatever, but it is the last paragraph
    12        of the statement of 24th May 1994, about this issue, he
    13        says such commercials -- he says:  The majority of our
    14        television commercials do not go out and never have gone
    15        out in the afternoon.  Such commercials, i.e. the majority,
    16        particularly in 1985, when McDonald's was less well known
    17        to the public - so here we have over 10 years since they
    18        started - were screened, et cetera, et cetera, in
    19        cross-over time.  This ensures that parents are able to see
    20        and, if necessary, monitor what their children are
    21        watching.
    22
    23        So he is basically saying that the majority of their
    24        commercials went out directed at children, parents may have
    25        been watching as well to monitor what was going on, but
    26        that was up to 1985 at least.
    27
    28   MR. JUSTICE BELL:  Do you have a reference?  You said day 246
    29        about -- and Mr. Preston's answers in relation to the
    30        quote.
    31
    32   MS. STEEL:   Did not I give you -----
    33
    34   MR. JUSTICE BELL:   You did not give me the page.
    35
    36   MS. STEEL:   It is pages 67 and 68.
    37
    38   MR. JUSTICE BELL:  Thank you.
    39
    40   MS. STEEL:   I just also wanted to refer to the evidence of Mr.
    41        Fairgrieve.
    42
    43   MR. JUSTICE BELL:  Shall we have our five minute break?
    44
    45   MS. STEEL:   Right.
    46
    47                         (Short Adjournment)
    48
    49   MS. STEEL:   On day 257, page 65, we were asking Mr. Fairgrieve
    50        about one of the surveys conducted either by or on behalf
    51        of the company and the survey quoted and it said:
    52        McDonald's is the fast food restaurant for kids.  Do not
    53        worry about their behaviour.  Go to McDonald's if
    54        pestered.  Go there for a treat.  Go for a kid's special
    55        occasion.
    56
    57        Then the question was:  That would summarise the whole
    58        kids' experience.  And Mr. Fairgrieve said:  That will
    59        summarise the parents' perception or parents' motivation,
    60        yes.  The parents' motivation and perception of McDonald's

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