Day 299 - 13 Nov 96 - Page 36
1 really saying that.
2
3 MR. MORRIS: I think that is part of it.
4
5 MR. JUSTICE BELL: Even if she is totally wrong about that, it
6 does not detract from the main point she is trying to make.
7
8 MS. STEEL: I am just trying to look back over what I said,
9 because I don't actually remember saying that part of it
10 was not to eat the food, but all I am saying is that a big
11 part of it is for the experience, for living out the
12 advertisements after this picture has been created in their
13 minds. (Pause)
14
15 MR. JUSTICE BELL: Shall we have the five minute break there,
16 and then we can get going again.
17
18 (Short Adjournment)
19
20 MS. STEEL: I just wanted to refer to a few of the points in
21 the McDonald's Golden Arches code. This is in tab 6 of
22 advertising volume pink 7. And McDonald's relied on this
23 code as part of their line about how everything about their
24 advertising to children is all fine and hunky-dory,
25 whatever.
26
27 On page 4 of that document, which is bundle page 50, it
28 says at number 14: Each McDonald's television commercial
29 should strive to capture the "magic moment". The magic
30 moment in a McDonald's commercial is that little moment
31 that tugs at your emotions, makes you laugh, or feel a warm
32 empathy towards the commercial. It is the moment that
33 separates McDonald's advertising from all others.
34 Sometimes you can write a magic moment into your
35 commercial, sometimes you cannot, but you should always try
36 for it and plan for it.
37
38 That is clear intent to manipulate people's emotions with
39 the use of their advertising and that is advertising for
40 children and adults.
41
42 On page 7 of the code, bundle page 53, paragraph 9 is that
43 these are the general considerations about children's
44 advertising which -- sorry, the introduction to this part
45 says McDonald's children's advertising must always conform
46 to the advertising standards of the relevant country but
47 that in addition there is the Golden Arches code with
48 special McDonald's standards.
49
50 And number 9 is that children must not be depicted coming
51 into a McDonald's restaurant alone. You may remember that
52 some of the advertisements that we saw which were directed
53 at children showed precisely that, children in a McDonald's
54 store on their own -----
55
56 MR. JUSTICE BELL: What is the actual relevance of that to this
57 case, because, if it is important and I have missed it, I
58 want to know.
59
60 MS. STEEL: It is not incredibly important, except that parts
