Day 042 - 31 Oct 94 - Page 50


     
     1                  (The next advertisement was shown)
     2
     3   MS. STEEL:  Again, was that four different toys each week?
     4        A.  Yes, a choice of two each week.
     5
     6   Q.   The car or the bargain?
     7        A.  Yes.
     8
     9   MS. STEEL:   Okay.  Carry on.
    10
    11   MR. MORRIS:  I will restrain myself from asking questions about
    12        that.
    13
    14   MR. JUSTICE BELL:  Do not ask questions unless it is something
    15        I will not see in the ad myself.
    16
    17                  (The next advertisement was shown)
    18
    19   MS. STEEL:  I think that one is missing from the list, as well.
    20        Do you think that would really make it clear to children
    21        that it was going to be extra cost?  He points at the
    22        Happy Meal in one hand and then grunts about getting
    23        something in the other hand, which is one of the toys.  Do
    24        you think a child would realise that extra had to be paid?
    25        A.  Well, it depends what age you are talking about.
    26        Certainly, there was a title, I believe, it was----
    27
    28   Q.   It was written briefly at the bottom.
    29        A.  It was on that for the length of time that you are
    30        supposed to put it on the screen.  It says: "49p more than
    31        meal".  To the older age group, certainly, they would be
    32        able to read that.  To the younger age group, they would
    33        not get that in any of the Happy Meal communications that
    34        we have been talking about.
    35
    36   Q.   Sorry.  I am not sure what you meant.  Could you just
    37        explain that?
    38        A.  Previous Happy Meal commercials that we have shown,
    39        some say what the price is, in the voice, but others do
    40        not.  That would be no different to this, to those that do
    41        not.
    42
    43   Q.   So if a child was to know that it was going to cost extra,
    44        they would have to be able to read, and probably read
    45        fairly quickly, as well?
    46        A.  No.  It comes back to what we have said before, which
    47        is that the purpose of these types of commercials to young
    48        children is to demonstrate the pictures, the play and
    49        everything else.  They will not get the detail of some of
    50        these different offers.  They will ask their parents to 
    51        take them to McDonald's.  The parents will know, when they 
    52        go into McDonald's, that there is an extra payment for a 
    53        premium like this.  We are not trying to hide anything.
    54        The price is there.  If parents, indeed, see the
    55        commercial, they will see what the price is.
    56
    57   Q.   If the parents see the commercial?
    58        A.  If the parents see the commercial.
    59
    60   Q.   If they are not watching with their children, they may

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