Day 300 - 14 Nov 96 - Page 24
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2 MS. STEEL: Thank you.
3
4 (Luncheon Adjournment)
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6 MS. STEEL: I can't remember whether I had done the references
7 for Mr. Beavers.
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9 MR. JUSTICE BELL: Let me just look. You have given me some.
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11 MS. STEEL: The one about Mr. Beavers stated that back in the
12 sixties McDonald's were the trend setters in the food
13 industry, in particular the fast food service industry, in
14 utilising national television.
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16 MR. JUSTICE BELL: Yes, you told me that.
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18 MS. STEEL: Have I actually given the page?
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20 MR. JUSTICE BELL: Let me just look. (Pause) Well, rather than
21 me look through -- no, you did not. You did it during your
22 general opening remarks about being trend setters in the
23 industry and using national television.
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25 MS. STEEL: That is day 124, page 4, line 56 and page 43, line
26 28, and on page 45, lines 28 and 45.
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28 MR. JUSTICE BELL: 43, 28.
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30 MS. STEEL: Yes. Page 43, line 28 and line 45.
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32 MR. JUSTICE BELL: Yes.
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34 MS. STEEL: And the reference to "no other marketing factor has
35 been more important in distinguishing McDonald's as a
36 leader in fast food than its early decision to appeal to
37 children through advertising" is day 124, page 43, line
38 47. The agreement that in the early days McDonald's
39 probably did spend more of their budget on children's
40 advertisements rather than those for adults was day 125,
41 page 45, line 50, and that within a short period of time
42 Ronald was one of the most well known, popular characters
43 in America was 125, 45, 55. The spokesperson of the
44 company was 124, page 4, line 58. I think that was it.
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46 MR. JUSTICE BELL: Yes.
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48 MR. MORRIS: Just one other reference from him. He said on day
49 124, page 55, lines 33 to 38, how the people who play
50 ronald mcdonald have to be knowledgeable about the
51 corporation's ethics, and that backs up the strength of the
52 Civil Evidence Act notice on Geoffrey Julianno.
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54 MS. STEEL: I don't know whether or not these are going to be
55 relied on, but on day 43, page 8, it started there was a
56 reference to a document entitled "100 leading national
57 advertisers", and on day 11 -- sorry, page 11, this is
58 still day 43, page 11, line 33, I made the point that this
59 chart was effectively worthless, because -----
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