Day 124 - 10 May 95 - Page 43


     
     1
     2   MR. MORRIS:  Is that the most suitable place?  Is that not
     3        mostly employment?
     4
     5   MR. JUSTICE BELL:  It is, but that is where I am going to put it
     6        until you tell me to put it somewhere else.  Take a moment
     7        to.
     8
     9   MR. MORRIS:  Maybe we could have the break a bit early.
    10
    11   MR. JUSTICE BELL:  That would be a good idea -- five minutes.
    12
    13                       (Short Adjournment).
    14
    15   MR. MORRIS:  Just to go back to something which came up earlier
    16        on, referring to the book, Behind the Arches, written by
    17        John F. Love, you know about, it came up before?
    18        A.  Yes.
    19
    20   Q.   I think Mr. Rampton has a copy.  I do not know if he wants
    21        to give you his copy at all, because I do not think it is
    22        actually in the -----
    23
    24   MR. JUSTICE BELL:  You can borrow mine. (Handed).
    25
    26   MR. MORRIS:  Can you turn to page 223.  The third full paragraph
    27        down starts: "ronald mcdonald made his television debut in
    28        Washington in October 1963 ..."
    29
    30   MR. JUSTICE BELL:  Take it steadily, loud and clear, since I do
    31        not have my copy.
    32
    33   MR. MORRIS: "ronald mcdonald made his television debut in
    34        Washington in October 1963.  By the mid 1960s the
    35        McDonald's franchise in Washington was spending $500,000 a
    36        year on advertising, most of it on ronald mcdonald.  It was
    37        more than any other local national fast-food chain was
    38        spending on advertising, more than even McDonald's
    39        Corporation itself."
    40
    41        If we note that, and then turn over the page, it says at
    42        the top of that page 224:
    43
    44        "And in 1965 ronald mcdonald made his first national
    45        appearance just as McDonald's embarked on its first
    46        nationwide advertising campaign.  In time, network
    47        television commercials, featuring Ronald, would create the
    48        only character in the United States with a recognition
    49        factor among children that was equalled only by Santa
    50        Claus.  That in turn succeeded in giving McDonald's 
    51        hegemony in the children's market.  Seeking dominance there 
    52        seemed trivial to many fast-food shops in the 1960s, but by 
    53        the 1970s they were admitting they had miscalculated the
    54        importance of the children's segment.  Indeed no other
    55        marketing factor has been more important in distinguishing
    56        McDonald's as a leader in fast-food than its early decision
    57        to appeal to children through advertising."
    58
    59        Would you accept what it says there, the two main things
    60        are the view on the importance of children's advertising

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