Day 044 - 02 Nov 94 - Page 44

     
     1        correct?
     2        A.  Yes, he is a strong marketing tool.
     3
     4   Q.   Right.  So, effectively, he is being used to increase the
     5        profits of the Corporation?
     6        A.  Yes.
     7
     8   Q.   The fact that he does not actually, in an advert, sell food
     9        himself does not detract from his successful use as a
    10        strong marketing tool, does it?
    11        A.  No.
    12
    13   Q.   So, really, you say that children are aware, these two to
    14        eight year-olds are "sophisticated" -- that was your word,
    15        I think -- yes?
    16        A.  I was using the term as a general term.
    17
    18   Q.   I cannot remember the word that we decided upon, apart from
    19        "bombardment".  Maybe that was not the word.  That was my
    20        word, as Mr. Rampton says.  Are children aware that
         ronald mcdonald is in fact a marketing tool, selling them
    22        food and getting them to exert phenomenal influence over
    23        their parents to bring them into the stores to make profits
    24        for the McDonald's Corporation?
    25        A.  I think children are aware that ronald mcdonald stands
    26        for the experience that they have at McDonald's.
    27
    28   Q.   Do you think they see him as an entertainment figure?
    29        A.  I think that is part of how they see him, yes, as
    30        entertainment.  I believe they feel that he is fun and
    31        enjoyable to watch.
    32
    33   Q.   For example, on that Happy Holidays advertisement, with
    34        swirling music behind, ronald mcdonald helps a child who
    35        falls down while skating on the ice and takes him back to
    36        his brothers and sisters; the impression the children get
    37        is of this benevolent friend and happy, fun-like
    38        character?
    39        A.  Happy, fun-like character.
    40
    Q.   He is never shown-----
    42        A.  They also, I think, learn a bit that this is the kind
    43        of attitude they, themselves, should show.
    44
    45   Q.   He is never shown selling food, is he?
    46        A.  He does not sell food directly to children.
    47
    48   Q.   So, in fact, you are completely deceiving the children that
    49        are watching these ads, are you not----
    50        A.  No, we are not. 
    51 
    52   Q.   ----that ronald mcdonald is some benevolent, cuddly uncle 
    53        figure?
    54        A.  I think ronald mcdonald is like many other characters
    55        that a child becomes a part of in his life, and represents
    56        something that is fun and a fun experience for him.
    57
    58   Q.   Yes.  But are these other characters -- such as, I do not
    59        know, Huckleberry Hound, the Flintstones, or whatever -- is
    60        their purpose, their fundamental purpose in life, to sell