Day 300 - 14 Nov 96 - Page 43


     
     1        I find your 31 or not, then.
     2
     3   MS. STEEL:   The reason I referred to page 31 was just because
     4        it was a Happy Meal one, and it actually says that they
     5        only go there because they are being pestered.
     6
     7   MR JUSTICE BELL:  I had better find that.  (Pause)  Yes, I have
     8        found it.  AF/6.
     9
    10   MS. STEEL:   Yes.  Page 4: "McDonald's is more likely to be
    11        chosen than its competitors in response to kids
    12        pestering" -- which is really just a summary of the charts
    13        that then appear later on in the document.
    14
    15   MR. JUSTICE BELL:   I have already marked that.
    16
    17   MS. STEEL:   If you go to page 17, it is headed "Eating out in
    18        fast food restaurants", and has a McDonald's logo in the
    19        top left-hand corner; so, it is obviously going out with
    20        McDonald's approval.
    21
    22   MR. JUSTICE BELL:   I should say that I owe you an apology about
    23        "pestering" and "pressure".  You are you are quite right:
    24        it does appear in a McDonald's context.  As it happens,
    25        I think "pressure" is quite enough for your purposes, if it
    26        is a good point.  But I owe you an apology for snapping at
    27        you about "pestering".
    28
    29   MS. STEEL:  Thank you.
    30
    31   MR. JUSTICE BELL:  Page 17?
    32
    33   MS. STEEL:   Yes.
    34
    35   MR JUSTICE BELL:  I do not have any numbers here.
    36
    37   MS. STEEL:   Right.  I numbered mine by hand.  If you get to the
    38        end of the -- I don't really now how to describe how to get
    39        there.  The last page I have numbered is page 7.
    40
    41   MR. JUSTICE BELL:  I have a section of pages which are that way
    42        up.
    43
    44   MR. MORRIS:   Yes.  "Eating out" -- that is the one.
    45
    46   MS. STEEL:   You have got the "Eating out" -----
    47
    48   MR. JUSTICE BELL:   "Go to McDonald's if pestered", is that it?
    49
    50   MS. STEEL:   Yes.
    51
    52   MR JUSTICE BELL:  Tell me what context you put this in.
    53        Clearly, some people have given answers in relation to
    54        that.  But, quite apart from that, is the point also that
    55        this is research done for McDonald's, presumably to help
    56        them the better to progress their advertising, and
    57        therefore they must know that these are features, among
    58        others?
    59
    60   MS. STEEL:   Yes, that is exactly it.  That was accepted by

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