Day 045 - 03 Nov 94 - Page 09

     
     1        because they are worse than other corporations?  Do you see
     2        what I am saying?
     3
     4   MR. JUSTICE BELL:  Do stop there, because this is getting well
     5        away from Mr. Green's evidence.  The whole point of me
     6        intervening in the first place was to remind you -- if,
     7        indeed, you needed reminding -- that he is a particular
     8        individual in the witness box to whom it would be most
     9        productive to put specific questions related to specific
    10        issues and, indeed, to specific matters of fact.  You have
    11        done that on what I see as one of the main matters, anyway,
    12        which is related to the pulling power of children.
    13
    14        By all means, ask any questions which you think are
    15        directed at the "normality trap", or you could leave that
    16        to the evidence of Miss Gallatley.  Do not feel that you
    17        have to put absolutely every matter of contest to
    18        Mr. Green.  Do not feel (if I can use the phrase) that you
    19        have to argue the toss with him about the rights and wrongs
    20        of things, because that is comment in due course.  Anyway,
         carry on, but do bear that in mind.
    22
    23   MS. STEEL:  (To the witness)  Can you turn to page 53, please?
    24        A.  Yes.
    25
    26   Q.   If you look at numbers 3 and 5:
    27
    28        "Children's commercials should never include the use of
    29        incorrect grammar, even if it reflects a common
    30        colloquialism.  The use of local slang expressions should
    31        also be avoided.
    32
    33        "Any representation reflecting bad manners - such as
    34        blowing bubbles in a drink must be avoided."
    35
    36        Why is that?
    37        A.  In talking to parents, and in letters from
    38        parents, they want to make sure that Ronald is a bit of
    39        role model.  Therefore, we try to have Ronald and the
    40        children in the commercials act in the most appropriate
         ways possible.  These two go at that kind of guideline for
    42        people that are making commercials that feature Ronald
    43        McDonald or commercials for children.
    44
    45   Q.   So why should people be worried about Ronald doing those
    46        kinds of things, or any of the other characters or any
    47        children in the advertisements?
    48        A.  Well, again, the children like Ronald; he is a bit of a
    49        role model.  They like to see him act within the context of
    50        basic good things that they would like their children to 
    51        act.  So they do not want their children to act incorrectly 
    52        and, therefore, we try not to show them in such situations 
    53        where they would be reflecting any kind of bad manners or
    54        any kind of expression that would not be normal grammar.
    55
    56   Q.   That is not just Ronald; that is all the characters?
    57        A.  It is mostly Ronald, because he is the role model.
    58        There are other characters who obviously are a bit
    59        different than that.  But, in general, we try to follow
    60        these rules.