Day 012 - 18 Jul 94 - Page 36


     
     1        carbohydrates, fat, calories of course not in grammes, but
              the others are in grammes or miligrams, cholesterol and
     2        sodium that you get with a range of items at McDonald's,
              right?
     3        A.  Yes, Sir.
 
     4   Q.   Then it gives you the percentages which those amounts
              constitute of the recommended governmental daily
     5        allowances for America?
              A.  That is correct.
     6
         Q.   Here comes the important passage in the middle column,
     7        Mr. Horwitz, because this is what the Attorneys General
              objected to:  "Our sodium is down across the menu".
     8        Pausing there, Mr. Horwitz, lifting it out of context,
              what, to the American, does that expression mean?
     9        A.  It means that sodium is down across the spectrum of
              the menu; not that it is down in every single item on the
    10        menu.
 
    11   Q.   Is it possible in American English to understand it as
              meaning every single item in the menu has a reduced salt
    12        content?
              A.  It was not and is not to me or any outside experts
    13        that we submitted this to for review.
 
    14   Q.   Then we see the text with which we must read those words:
               "First and most important, any of our food can be ordered
    15        without added salt or condiments - if you wish.  In
              addition, we recently lowered the sodium in our pork
    16        sausage by 32% and our pickles by 21%".  Then comes some
              more about "Balance is best".  I will come back to that
    17        information there later on when we look at some of the
              letters.
    18
              108, "We shop where you shop".  You need not worry about
    19        that; that is about McDonald's suppliers, is it not?
              A.  Yes.
    20
         Q.   109 is part of the same thing.  110 "For real", this is
    21        about milk, is it not?  This is the second of the
              advertisements to which specific objection is taken by the
    22        Attorneys General?
              A.  Yes, Sir.
    23
         Q.   It is known or entitled:  "For real.  That is the American
    24        Dairy Association's 'REAL' Seal on the milk bottle there.
              It means there's real milk in every shake we serve. That's
    25        the reason we can call our milk shakes what we call them.
              Milk shakes. 
    26 
              Same goes for out butter, cheese, sundaes and cones, fresh 
    27        buttermilk in our biscuits, even half-and-half for the
              coffee. Real milk.  For real.  For you.  For more
    28        information", and so on and so forth.  Turn over the page,
              111:  "More about real milk and McDonald's good food."
    29
              I am not going to read more of this than the passage about
    30        which the Attorneys General were complaining, which is
              under the heading in the left hand column, "Milk and what

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