Day 041 - 28 Oct 94 - Page 60

     
     1        thorough report, first of all, in group discussions, and
     2        then also going out to confirm what we heard in group
     3        discussions, where you are getting a feed-back as to what
     4        negatives people may feel about you, and what they perceive
     5        as negatives.
     6
     7        This is then distilled down and the research company put
     8        certain buzz words to help abbreviate all of this research
     9        together which are those words that were quoted there.
    10        That is where they came from.
    11
    12   Q.   Were some of those views relevant to advertising, for
    13        example, people responding to McDonald's advertising?
    14        A.  It was a totality, really.  It was not just the
    15        advertising.  It was McDonald's as a whole.
    16
    17   Q.   Would we be able to get a copy of this report?
    18
    19   MR. RAMPTON:  No, my Lord.  Mr. Morris will not be able to get a
    20        copy because at the moment I do not see any relevance in
         those questions-----
    22
    23   MR. JUSTICE BELL:  We will have to have an argument about
    24        discovery if you want that and if Mr. Rampton objects to
    25        it.
    26
    27   MR. RAMPTON:  I have to know what the relevance is first.  This
    28        case is not about the supposed corruption of British
    29        culture by a bogey man from across the Atlantic.  It is
    30        about health and diet, this part of the case.
    31
    32   MR. MORRIS:  This part of the case is about advertising-----
    33
    34   MR. JUSTICE BELL:  Yes, I know, but it is not about advertising
    35        generally.  Carry on, but what I suggest you do over the
    36        weekend -- in fact, I would be grateful if you did it -- is
    37        read again the leaflet, particularly the parts which start
    38        under:  "How do McDonald's deliberately exploit children?"
    39        and go down that column, then the next column until you get
    40        to immediately above the box which has "Ronald's dirty
         secret" in, because that is the section of the case we are
    42        in now.
    43
    44        Read again tab 4 of the Abstract because, really, the two
    45        witnesses you are going to call (and, for all I know, they
    46        may be witnesses who pack a punch when they come) are very
    47        much directed at what appears in that part of the leaflet.
    48        That is the part of the case this witness is in, Mr. Green
    49        is in ---
    50 
    51   MR. MORRIS:  Just going back ----- 
    52 
    53   MR. JUSTICE BELL:  -- Mr. Miles is in, Miss Dibb and
    54        Miss Gallatley are in.  That is why I am concerned about
    55        just general wider cross-examining about advertising.  If
    56        I might say so, the question which Ms. Steel asked, and the
    57        answer which she got to her question again about quarter of
    58        an hour ago, was absolutely spot on the target.  What
    59        I make of it at the end of the day, I do not know, but
    60        looking at the leaflet, it might be about as near the ball