Day 044 - 02 Nov 94 - Page 32

     
     1   MR. JUSTICE BELL:  It does not sound as if this witness,
     2        Mr. Morris, can advance the matter any further,
     3        evidentially.
     4
     5   MR. MORRIS:  I think I am going to move on to another section in
     6        cross-examination.
     7
     8        (To the witness)  If we can move on to advertising aimed at
     9        children, and ronald mcdonald.  How do you know the effects
    10        of the advertising on the children, apart from the fact
    11        that more of them come into the stores?  Do you know the
    12        effect that your advertising has on children?
    13        A.  Well, as you have indicated, the best way to at least
    14        see if the advertising has been motivating is to look at
    15        whether children are patronising your establishment.  We do
    16        also try to get as much information as we can in
    17        interviewing parents about their children and whether they
    18        like our advertising, and what they do not like or what
    19        they do like.
    20
         So we will do some kind of discussion or groups with
    22        parents and, once in a while, we will also do some
    23        discussion groups with older children.
    24
    25   Q.   What older children?
    26        A.  Well, usually I think that is probably eight, nine
    27        years old, or older.
    28
    29   Q.   So as far as the younger children are concerned, how do you
    30        get feedback from what they think and how they are
    31        responding, apart from asking their parents?
    32        A.  We mostly rely on their parents, yes.
    33
    34   Q.   Do you or anyone in the Corporation have any direct contact
    35        with children?
    36        A.  I am not sure what you mean.  Besides the interviews
    37        that we talked about, or groups of children talking to us
    38        in that age group that I described, the eight, nine
    39        year-old?
    40
    Q.   Yes.
    42        A.  I do believe----
    43
    44   Q.   Younger children; do you have any direct feedback from
    45        them?
    46        A.  I do not believe so.
    47
    48   Q.   What about ronald mcdonalds, when they make visits to
    49        children; do they make any feedback?
    50        A.  Yes.  They usually talk with the people, the local 
    51        co-op that employs them, and make suggestions or talk about 
    52        their experiences if they have a Ronald visit.  Certainly, 
    53        a store manager or someone who is in the store, if they had
    54        an experience with children which they think is important
    55         -- I am sure they have had discussions with children
    56        younger than eight years old.
    57
    58   Q.   Mr. Hawkes said something about ronald mcdonald in this
    59        country when they make visits  -- I cannot remember what he
    60        said exactly -- whether it was formal reports, but they