Day 300 - 14 Nov 96 - Page 25


     
     1   MR. RAMPTON:   No, I agree about that.
     2
     3   MR. JUSTICE BELL:   Yes.
     4
     5   MR. RAMPTON:   No interest to me.
     6
     7   MS. STEEL:   Mr. Rampton did not agree with it at the time,
     8        I was told to bring it up in closing speeches.
     9
    10   MR. JUSTICE BELL:   Give him a chance to get to grips with it.
    11        Anyway, you say 'chart worthless'.  I said something about
    12        that the other day myself.
    13
    14   MR. RAMPTON:   Your Lordship did, I should have said then it is
    15        no interest to me at all.  I don't think it takes the
    16        matter anywhere.
    17
    18   MS. STEEL:   The reference to David Green and pester power was
    19        on day 43, page 25, line 9.  Mr. Rampton asked, did he see
    20        pester power as being a principal function of McDonald's
    21        advertising to children, and he said, "Not really, but it
    22        certainly does happen."  So that is an acceptance that he
    23        knows that pester power is an effect of the adverts, and
    24        perhaps Mr. Rampton chose the word 'principal'
    25        deliberately, rather than just saying whether it was any
    26        function of McDonald's advertising.
    27
    28   MR. JUSTICE BELL:  Well, there is so much in this case, a lot
    29        depends on the terms you use.  If you asked him about
    30        persuading their parents to go to McDonald's, he might have
    31        accepted it straightaway and then you could have left it
    32        there and told me that is what pester power is, later.
    33        There we are.
    34
    35   MS. STEEL:   He also said on the same day that his own children
    36        had seen McDonald's advertisements and the immediate
    37        question after that was, "Did they pester you to take them
    38        to McDonald's?"  He said, "Yes, they did".  Well, he said
    39        "Once in a while they did."  On page 56, Mr. Green was
    40        denying about trying to associate themselves with sports to
    41        convey the impression of the food being healthy, but he did
    42        say that it was certainly part of the process of fostering
    43        brand awareness.  And he said, "If that is something that
    44        someone enjoys then they will associate that with the brand
    45        itself".  Here he is talking about sport, and says that the
    46        brand is contemporary, the brand is so-called hip, "it
    47        enjoys those things which I enjoy and therefore I enjoy
    48        going to McDonald's".  So that is obviously relevant to the
    49        part about fitting in and making McDonald's part of
    50        everyday life, and the place to be and so on.
    51
    52        On day 46, page 52, line 20, Mr. Green said that he could
    53        not remember a case where the company had ever shown money
    54        in McDonaldland.  So that is obviously relevant to the part
    55        in the leaflet that says that money never enters the
    56        innocent world of ronald mcdonald.
    57
    58        I just wanted to mention a couple of things from the
    59        operations manual, the magazine that I mentioned this
    60        morning, about the 28 million copies going into their own

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