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
