Day 047 - 07 Nov 94 - Page 49
1 MR. JUSTICE BELL: That is why I asked, because some surveys do
2 have boxes or further questions to register the strength of
3 feeling about something - disapproved, greatly disapproved
4 or whatever phrases they care to put in, and that is all I
5 am trying to find out, whether this survey did or not. It
6 might be much more important that one in four people very
7 strongly disapproved of something which was prevalent in
8 our society than that two out of four marginally
9 disapproved of it. That is the only point I am making.
10
11 MS. STEEL: It is just I would have thought the fact they said
12 they preferred them not to do something indicates a
13 concern.
14
15 MR. JUSTICE BELL: Well, we are falling into argument which is
16 not what I had intended. I was just making inquiry as to
17 whether there were any questions which registered strength
18 of feeling. If you are going to call a witness who knows
19 more about the whole, or has a view on it, then you can ask
20 him or her about it.
21
22 MR. JUSTICE BELL: I mean, this is a summary made by the NFA, in
23 fact. It is not the Morey survey issue.
24 A. As I understand it, the figures are from Morey, the
25 words are from the NFA.
26
27 MS. STEEL: That is not the only survey there has been into
28 children's views on advertising, is it?
29 A. I am sure there have been others.
30
31 Q. Are you aware of IBA research published in 1986 into
32 children's views on advertising?
33 A. Yes, I am broadly aware. I have not read the research
34 for some time but I saw it at the time.
35
36 Q. Is it right that it's key findings were whether 85 percent
37 of the children surveyed asked their parents to buy them
38 something they had seen advertised on television?
39 A. I have no doubt -- if the document you are reading
40 says so. It seems perfectly reasonable. As I said before, I
41 think we have to bare in mind that children will always ask
42 their parents for things. I do not see anything
43 intrinsically to be worried about on that score. I am
44 amazed that there are 15 percent of children that have not
45 asked their parents for something.
46
47 Q. If people are worried about it they have a right to express
48 their opinion about it, do they not?
49 A. It is not the children who express a worry about it.
50 You are quoting from the IBA research and then you are
51 adding some interpretation to it. Of course anybody has
52 the right to comment on it.
53
54 MR. JUSTICE BELL: You see, I think there must be more to it
55 because I notice the second paragraph,the second sentence
56 of the second paragraph on the background on page two says
57 "In response, many parents argue that advertising makes
58 their role as responsible parents encouraging their
59 children towards healthier eating, much more difficult" it
60 brings in a quality element to the answers, so there must
