Day 044 - 02 Nov 94 - Page 57
1 them.
2
3 MR. JUSTICE BELL: Do not hurry, just go steadily. Speak up
4 loud and clear because you are looking down at the
5 document.
6
7 MR. MORRIS: The last sentence of page 37, middle paragraph,
8 is: "And ronald mcdonald grins: 'You have to get through
9 to the children by using their emotions, they are not
10 remotely interested in praise for the quality of the
11 products'. So says Ralph Kreiner, Senior Vice President of
12 marketing at McDonald's". Do you happen to know anything
13 about that?
14 A. No, I have not seen this quote in other places.
15
16 Q. But that would be something, is it, that you would agree
17 with?
18 A. No, I do not think so.
19
20 Q. If you turn over the page to page 38, the fourth paragraph
21 down is talking about, I think, kindergarten, it says:
22 "There is resistance, and it is successful, even though it
23 is not like in Sweden" -- I presume it means Germany.
24
25 MR. JUSTICE BELL: Wait. He is looking for the part.
26
27 MR. MORRIS: Sorry, 38. It is the middle of the page, fourth
28 paragraph down.
29 A. Yes.
30
31 Q. The second sentence: "There is resistance, and it is
32 successful, even though it is not like in Sweden where
33 politicians adopted legislation to counter the misuse of
34 kindergartens". Do you know anything about that?
35 A. No, I do not.
36
37 Q. It may come clear a bit later on. If we look at the second
38 to last paragraph, we have nearly finished now: "Parents
39 of the children attending the Protestant Andreas
40 kindergarten in Frankfurt Eschersheim expressed their
41 horror in an open letter to McDonald's and the Press. 'We,
42 the children's parents, are appalled and find your enquiry
43 simply impertinent'." So, this is in response to a letter,
44 if you look in the above paragraph, from McDonald's PR
45 department: "Appearances by ronald mcdonald in kindergarten
46 are completely devoid of advertising content". The
47 parents in that kindergarten made a letter basically saying
48 they were opposed to it.
49
50 But then a more important point: "The German Children's
51 Protection Association reacted by recommending that the
52 'ronald mcdonald Education Programmes for Kindergartens'
53 should be turned down. The association also took the view
54 that what was involved was 'undoubtedly a series of
55 advertising campaigns. Even if no McDonald's logo is used
56 during the show, the clown will be recognised by the
57 children at a later stage in McDonald's restaurants and
58 will already have their sympathy".
59
60 Then it says: "On 21st March 1989 the Board of the DKSB",
