Day 046 - 04 Nov 94 - Page 34

     
     1        A.  Yes.
     2
     3   Q.   Because it was a massive controversy?
     4        A.  I do not know of that specifically, but it was a
     5        controversy in the United States.  They certainly would
     6        have been aware of it from reading it in the newspapers, as
     7        well as documents that may have been sent out.
     8
     9   Q.   Anyway, getting back to this, the themes are balance,
    10        McDonald's good food, nutrition.  Would you say those are
    11        the main themes that we have managed to identify in these
    12        ads?
    13        A.  Yes, that McDonald's, again, can be part of a good
    14        diet, that there is balance in McDonald's menu items, and
    15        then information about what the current consensus about
    16        eating was, and specific information about our food.
    17
    18   Q.   Yes.  If we go to page 113, we see again the McDonald's
    19        good food theme, do we not?
    20        A.  That is correct.
    21
    22   Q.   And "balance is best" in the middle of the text, in the
    23        middle column?
    24        A.  Yes, that is correct.
    25
    26   Q.   I think that occurs in every ad.  Under that:  "How to find
    27        out even more about McDonald's nutrition"?
    28        A.  Yes.  Part of the whole intent of the campaign was to
    29        point out that you could get a substantial amount of
    30        information at McDonald's stores or by calling McDonald's
    31        itself.
    32
    33   Q.   Yes.  So, in that way, it is linked to the earlier
    34        development of nutrition booklets?
    35        A.  Yes.  I believe the nutrition booklet was within this
    36        same general time period, and we wanted to bring attention
    37        to it.
    38
    39   Q.   On page 114, the cholesterol text; again, a reference, if
    40        we look at the fourth paragraph down, it ends up saying
         about the fries:  "Well within established guidelines for
    42        good nutrition"; yes?
    43        A.  Yes, it does.  It talks about our cholesterol-free
    44        vegetable shortening.
    45
    46   MR. MORRIS:   If we just move on, we can see that the general
    47        themes -- would you accept that the general themes of
    48        balance, nutrition and McDonald's good food crop up in
    49        virtually all the ads?  I do not know if it is in every
    50        single ad. 
    51 
    52   MR. JUSTICE BELL:  Do not ask Mr. Green to look at all of them. 
    53
    54   MR. MORRIS:  No.  (To the witness)  Would you say they were the
    55        general themes, anyway?
    56        A.  Yes.  The general theme is, again, balance, as we
    57        talked about, and the food as well as in the diet, the
    58        consensus of opinion on those aspects of the diet that we
    59        were talking about, and how McDonald's good food could fit
    60        into that.