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
