Day 003 - 30 Jun 94 - Page 39
1 on local people than there is here?
A. There is a very heavy local or regional skew to their
2 advertising umbrella'd with a national programme, yes.
3 Q. When Leo Burnett has produced his advertisement, it might
be a film of Ronald, a short film of Ronald, or whatever,
4 does it have to have the advertisement approved by the
company?
5 A. Oh, yes.
6 Q. It does?
A. They will do -- they will have an idea. It will be
7 turned normally into a story board of some kind. We have
first look at it, first right to say "No, it goes", "Yes,
8 this is wonderful", whatever the case may be. It will be
made into a commercial, as a appropriate. Then it has to
9 go to the approving authorities.
10 Normally during the cycle we will ask them: "If we shoot
this commercial this way or if we show the following, are
11 you happy with that?" They will guide us. When the film
ask finally put together, irrespective of all these
12 conversations which have happened first, if they say there
is a problem, the problem has to be fixed; it cannot be
13 broadcast without their approval.
14 Q. Mr. Preston, that is all I wish to ask you about
advertising. Food poisoning you have dealt with so far as
15 I am concerned in its entirety; rearing, slaughter also,
save for one matter. Do you know what is the method by
16 which cattle are stunned in this country before slaughter
before being bled?
17 A. Yes.
18 Q. What is it called?
A. They use a gun; it shoots them in the head; it stuns
19 them completely. There is a technical term for it. I
cannot remember off the top of my head.
20
Q. Perhaps I can help. It is the captive bolt pistol.
21 A. That is it. Captive bolt.
22 Q. The idea, as you said, is to stun them first before they
are bled out and made into meat. Is that a method which
23 has been, as it were, I do not say approved, but that
method is the one which is used, therefore, does it
24 follow, for the bulk of the cattle which are used for
McDonald's meat in this part of the world?
25 A. Yes, it is used here in this part of the world.
26 Q. So far as you are aware, is that a matter which should be
regarded as humane or inhumane?
27 A. I think it is the most humane that exists.
28 Q. Can you now, please, have another bundle which is -- it
has the letters WCO on it -- my Lord, it is called "words
29 complained of". I mentioned it to your Lordship in
opening. It contains a lot of publicity which was
30 generated around the time of the publication of the
leaflet complained of in October 1989.
