Day 047 - 07 Nov 94 - Page 30

     
     1
     2   MR. MORRIS:  We might as well----
     3
     4   MR. JUSTICE BELL:  I will come back at two o'clock.  Perhaps
     5        whoever is responsible for photocopying could bring the
     6        photocopies back at ten to two, so that all parties can
     7        read them before we resume at two o'clock.
     8
     9                       (The Short Adjournment)
    10
    11   MR. JUSTICE BELL:  I will put this behind the existing
    12        guidelines and before tab 1.
    13
    14   MR. MORRIS:  I think it is a helpful document.  We can look at
    15        it now.  Just before I ask you a few questions about it,
    16        how do you characterise McDonald's food as a style of food?
    17        A.  You mean the food served in McDonald's restaurants?
    18
    19   Q.   Yes, as a style?
    20        A.  I do not think I have an opinion on it.  It is a style
         which suits many people on some occasions.
    22
    23   MR. MORRIS:   Would you characterise it----
    24
    25   MR. JUSTICE BELL: I think you had better put something to him.
    26        He is not writing an essay on the subject.
    27
    28   MR. MORRIS:  Would you say it is something that people would eat
    29        between meals or something that people would eat as a
    30        substitute for a whole meal, or what?
    31        A.  As I understand it, on the majority of occasions when
    32        people go to McDonald's restaurants, they are taking a
    33        meal.  Occasionally, they are taking snacks between meals,
    34        too, but in most cases, I believe, they are taking what
    35        they consider to be a meal.
    36
    37   Q.   Would you say, when you are looking at the adverts, that is
    38        the way they promote their food, as meals?
    39        A.  I would say that they promote a visit to a McDonald's
    40        as an enjoyable meal experience, or some such phrase.  In
         other words, they are not just talking of the food that is
    42        served, but the whole enjoyment, the whole circumstances of
    43        the visit to a McDonald's restaurant.  To use a rather old
    44        fashioned advertising phrase, they are selling steak not so
    45        much the steak as the system.  They are portraying the
    46        enjoyment of eating one of those meals.
    47
    48   Q.   If you go to this document----
    49        A.  May I just be sure which document we are talking
    50        about? 
    51 
    52   Q.   Sorry.  It is the one that was disclosed at lunch time. 
    53        The introduction on page 1 is:  "ITC Code of Advertising
    54        Standards and Practice proposed new code section".  You are
    55        on this body, are you not, that drew up these proposed
    56        codes?
    57        A.  That agreed what was to be circulated, yes.
    58
    59   Q.   The first sentence, it might be helpful just to read that
    60        out: