Day 046 - 04 Nov 94 - Page 32

     
     1        A.  Yes.
     2
     3   Q.   So is that the same message as the front?
     4        A.  No.  I think this is a bit different from that.  It
     5        just shows the three types of ingredients that are the
     6        mainstay of our menu.
     7
     8   Q.   And that they balance together?
     9        A.  I do not think that that was the specific intention of
    10        this ad.  It is just to show what we are all about.  It was
    11        done within this context.
    12
    13   Q.   But it does show that those foods are balancing on top of
    14        each other?
    15        A.  Yes, it does.
    16
    17   Q.   In the same way?
    18        A.  In the total context of all the advertising, that
    19        McDonald's can be part of your balanced diet, yes.
    20
    Q.   And that the food is balancing -- the McDonald's food,
    22        specifically, is, in itself, the sort of thing that
    23        balances?
    24        A.  Yes; the McDonald's food is part of what can be part of
    25        the balance in your diet, as well as specific McDonald's
    26        food items can be part of that, yes.
    27
    28   Q.   So "What we're all about is balance"; is that correct?
    29        A.  Well: "What we are all about is meat, potatoes, milk
    30        and bread."
    31
    32   Q.   The whole theme, though, of this advertising campaign is
    33        balance, is it not?
    34        A.  That is a theme that runs throughout the advertising
    35        campaign.
    36
    37   Q.   Right.  Another theme of that advert on page 104, the
    38        second paragraph, if you like, it is one sentence:  "Good,
    39        basic nutritious food"; yes?
    40        A.  Yes.
    41
    42   Q.   "What we're all about" -- yes -- "meat, potatoes, milk and
    43        bread"?
    44        A.  Meat, potatoes, milk and bread.
    45
    46   Q.   That is one of the themes of the advertising campaign, is
    47        it not:  good food, McDonald's and nutrition, nutritious
    48        food?
    49        A.  Yes.  Again, it is fairly self-evident, food that has
    50        been the foundation of balanced diets. 
    51 
    52   Q.   Then over the page, 105:  "More about what we're all about 
    53        and McDonald's good food".  This phrase "McDonald's good
    54        food" crops up in a few of these?
    55        A.  Yes.
    56
    57   Q.   For example, on 103, it is in the heading as well?
    58        A.  Good food made from good, wholesome ingredients,
    59        prepared in a wholesome and good way, and that can be part
    60        of a balanced diet.