Day 045 - 03 Nov 94 - Page 12

     
     1        that was on fire.
     2
     3        He has a very positive perception, not only among children
     4        but among all the parents, with the vast majority of
     5        parents that watch him in America, as well.
     6
     7   Q.   He does not have to have a corporate logo on him or a
     8        corporate uniform on him to do those things, though, does
     9        he?
    10        A.  No, he does not have to, but he does.
    11
    12   Q.   He does that so that you can increase your sales?
    13        A.  Ultimately, obviously, we want children to come in, and
    14        that will increase our sales.
    15
    16   Q.   That is your hidden agenda, is it not?
    17        A.  It is not a hidden agenda.  I think if you ask any
    18        parent as to what ronald mcdonald stands for, not only will
    19        they say that they enjoy him, they thing that he represents
    20        the kinds of values they would like their kids to enjoy.
         He teaches them things.  But they obviously know that he is
    22        a representative of McDonald's and that, if they like
    23        McDonald's, they will go to McDonald's more often; and,
    24        obviously, if they go to McDonald's more often, it will
    25        mean more profits for the company.
    26
    27   Q.   Yes.  The parents may realise what is going on, but the
    28        children do not, do they?
    29        A.  I think they do.  They enjoy McDonald's.  I do not know
    30        if they have a sense of what the specific aspects of
    31        business are, but they certainly enjoy McDonald's and they
    32        enjoy Ronald.
    33
    34   Q.   They enjoy clowns?
    35        A.  Yes.  I believe that clowns, overall, are an enjoyable
    36        experience for children.
    37
    38   Q.   And toys?
    39        A.  Yes.
    40
    Q.   And hats and balloons?
    42        A.  Yes.
    43
    44   Q.   Brightly coloured packaging?
    45        A.  I am not sure how packaging plays a role.  That would
    46        be one I would not be sure about.  But I am sure they enjoy
    47        brightly coloured things, yes.  Certainly, a Happy Meal box
    48        is brightly coloured, and they would enjoy that; they would
    49        enjoy the jokes on it; they would enjoy the riddles on it.
    50        Yes. 
    51 
    52   Q.   What about the food? 
    53        A.  I hope that they enjoy the food as well.
    54
    55   Q.   The food is not what is being obviously plugged, though, is
    56        it?
    57        A.  Certainly, children understand that McDonald's serves
    58        food.  I think that that is a basic understanding of most
    59        children.  A Happy Meal includes food.  Therefore, I think
    60        they understand that a visit to McDonald's is going to be a