Day 042 - 31 Oct 94 - Page 45


     
     1        point, if it is a good one.  At least we can see where the
     2        issue is.
     3
     4        I do not think you are giving anything away.  In lots of
     5        effective cross-examinations, the point is put to the
     6        witness straightaway, and it is either accepted or it is
     7        denied, and then it can be pursued from there.  Most
     8        cross-examinations I have watched and listened to in court
     9        are a million miles removed from, for instance, television
    10        trial cross-examinations.
    11
    12   MS. STEEL:  I am not learning it from television.  I have only
    13        watched about one programme of a televised trial, so----
    14
    15   MR. JUSTICE BELL:  Anyway, carry on then.  But I do urge you to
    16        accept my invitation to put what your proposition is, and
    17        then you can see whether you need cross-examine any further
    18        about it or not.
    19
    20   MS. STEEL  (To the witness)  Do you accept that, in fact, a
    21        large number of the children's advertisements do show
    22        McDonald's products, food products?
    23        A.  Yes.  Let me explain.  I think I can clarify it in some
    24        detail.  The Happy Meal commercials, the whole premise of
    25        the Happy Meal is that is the food that you see, plus a
    26        changing premium.
    27
    28   Q.   Toy?
    29        A.  Toy.  Therefore, within that context the food is
    30        usually there and thereabouts; and sometimes in the Ronald
    31        advertising, the same thing.  It is within the commercial.
    32        However, compared to our adult advertising, it does not
    33        play the central role in a sort of "sell" sense.  In our
    34        adult advertising, you will see, generally through it, the
    35        food plays a much stronger role than just a straight sell.
    36
    37        In this whole arena of advertising, it is not always just
    38        black and white, that how much you see the food on the
    39        screen means how much you are trying to sell the product.
    40        Generally speaking, the adult side is a much harder sell.
    41        It is not on the children, at all.  I hope that clarifies
    42        it a little.
    43
    44   MR. JUSTICE BELL:  A demonstration of that, I suppose, was the
    45        "Big Mac Attack", which was focusing on the Big Mac as a
    46        particular---
    47        A.  That would be true to say, yes.
    48
    49   Q.   ----topic.  Whereas, what you are doing with the children,
    50        you say, although you do have food items in fries or a 
    51        burger of a particular kind, is how much fun it is to go to 
    52        McDonald's? 
    53        A.  Yes.  I mean, again, in the early days, pure
    54        explanation is a part of advertising, and we would be
    55        remiss if we were to not be demonstrating what food was
    56        part of the Happy Meal package.  Again, that, over time,
    57        becomes a norm and people do generally understand what is
    58        offered in the Happy Meal package.  So the emphasis would
    59        tend to go away from the food and more on to the toy.  But
    60        it is an ever moving thing; it is not as precise as maybe

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