Day 044 - 02 Nov 94 - Page 47

     
     1        ads that we saw.  We touched on it.
     2
     3   MR. JUSTICE BELL:  Do you mean to look at them or just ask?
     4
     5   MR. MORRIS:  Unless there is some challenge to my recollection
     6        of what was in them or something, we should not need to go
     7        to them.  We have all seen them.
     8
     9        (To the witness)  All the ads -- or virtually all of them
    10         -- were promoting toys; is that correct?
    11        A.  Those are probably the most produced ads, because they
    12        would be produced almost on a month-to-month basis.  The
    13        reel you saw was all of the produced ads.  When you look at
    14        the air time that is given to the advertising, it is
    15        approximately 40 or 50 per cent Ronald advertising, that
    16        is, Ronald advertising that does not mention a premium.
    17        The rest of the air time -- again, I do not remember the
    18        exact, but it is close -- 50 to 60 per cent of the time was
    19        against a promotional item.
    20
    Q.   Are you aware -- you may have heard me mention it to
    22        Mr. Hawkes; maybe you can explain to the court, if you
    23        know -- that in Denmark some of McDonald's advertising was
    24        suppressed, or whatever, by the Standards Authority,
    25        because it said it was more about promoting toys than food?
    26        A.  I remember -- I think there was a newspaper article,
    27        but I was not aware of it.
    28
    29   Q.   You do not know about it?
    30        A.  That is correct.
    31
    32   Q.   It is not something that would have come up at the
    33        international marketing conference you have every year?
    34        A.  It was not something that came up at any marketing
    35        conference.
    36
    37   Q.   Even though it is a fundamental point about the promotion
    38        of Happy Meals?
    39        A.  It did not come up at any meetings that I was at.
    40
    MR. MORRIS:   I will not ask you any questions about it, then.
    42        Did we look at this piece of paper?  I think we did -- the
    43        actual paper.
    44
    45   MR. JUSTICE BELL:  Did you see it?  Have you actually been shown
    46        a piece of paper and read it through?
    47        A.  No, I have not.
    48
    49   MR. JUSTICE BELL:   Just read it now, and then say whether you
    50        know anything about any of the information which appears on 
    51        it. 
    52 
    53   MR. MORRIS:  It was in that pack of 12 documents.  Do you
    54        remember, they were numbered in the bottom right-hand
    55        corner?  I do not know whether you have them or not.
    56
    57   MR. RAMPTON:  My Lord, I would point out that Mr. Morris should
    58        be aware of suggesting that what he has described at
    59        least-----
    60