Day 042 - 31 Oct 94 - Page 38


     
     1        part of that, to make it more familiar, so that they
     2        understand exactly what McDonald's is, what it represents,
     3        so that they will want to get their parents to take them to
     4        McDonald's.
     5
     6   MR. MORRIS:  How do those advertisements, any advertisement,
     7        that have been shown help to explain to children what
     8        McDonald's is?
     9        A.  Well, you mentioned that is why we show the food.  So,
    10        for instance, to show a hamburger, to show fries and to
    11        show a drink, to show the Happy Meal, as such, is one way
    12        of representing what McDonald's actually stands for.
    13
    14   MR. MORRIS:   Yes, one way.  But you said that one purpose of
    15        these ads was to show children what McDonald's is.  For
    16        example, I could think of lots of attributes of the
    17        corporation that are not portrayed in the ads.  You do
    18        portray the McDonald's corporation and its stores as a fun
    19        place to be, with singing and dancing, puppets and stuff,
    20        but you do not explain various aspects of it, do you?  For
    21        example, you do not put in about, you know, the workers may
    22        feel they get low pay; you do not put in-----
    23
    24   MR. JUSTICE BELL:  Really, you have to work----
    25
    26   MR. MORRIS:  No.  It is a fair comment.
    27
    28   MR. JUSTICE BELL:  Just listen to me.  You have to work on the
    29        basis that I will assume that any advertising put out by
    30        any corporation trying to make a profit is done with the
    31        intention of making itself attractive rather than the
    32        reverse.  Please assume that I will take that for granted.
    33
    34   MR. MORRIS:  Right.   (To the witness)  So, in other words, it
    35        is a very particular, limited message of what McDonald's is
    36        all about that you are putting over to kids; is that
    37        correct?
    38        A.  It is exactly what we feel would most appeal to
    39        children.
    40
    41   MR. JUSTICE BELL:  All I am trying to stress is that some things
    42        are just so obvious that they do not have to be canvassed
    43        in evidence or put to a witness.
    44
    45   MS. STEEL:  Sometimes it is obvious to us, as well, but it
    46        appears that McDonald's are trying to deny the obvious, and
    47        that is why we are putting it.
    48
    49   MR. JUSTICE BELL:  I do not think they have said anything which
    50        is denied, that their advertisements are designed and meant 
    51        to make McDonald's attractive to those who might be 
    52        watching them or reading them.  (To the witness)  Is there 
    53        any issue about that?
    54        A.  No, there is not.
    55
    56   Q.   That is the whole point of it, is it not?
    57        A.  It is, indeed, my Lord.
    58
    59   MR. RAMPTON:  I have opened the case on that very basis.  The
    60        only thing that matters is whether, when the people get

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