Day 047 - 07 Nov 94 - Page 50

     
     1        be more in the survey than appears here. Well, we will see.
     2
     3   MR. MORRIS: Do you know the IBA report which you said 35 percent
     4        figured that it is fairly reasonable children who ask their
     5        parents to buy them a product they have seen advertised on
     6        television. Now, why do... I mean I am sure it is agreed by
     7        all sides the purpose of advertising on television to
     8        children is to get them to buy a product or to get them to
     9        ask their parents to buy a product --  yes?
    10        A.  Or to think favourably about a product. Let me take one
    11        example of many. A parent may buy something for the child
    12        without the child having asked for it. They wish to know
    13        that the child will like it when they receive it. Sorry,
    14        shall I say that again?
    15
    16   MR. JUSTICE BELL: I understand what you are saying. I have a
    17        great deal of difficulty in swallowing the idea that part
    18        of the purpose of advertising is not to hope that children
    19        will actually say, mum, can I have this for Christmas or
    20        whatever?
         A.  Certainly, that is one of the responses that
    22        advertisers are looking for, but by no means the only one.
    23
    24   MR. MORRIS: Let us just concentrate on one of the responses that
    25        has been hoped for, obviously the more effectively that can
    26        be done the greater the returns from the advertising
    27        revenue spent because that is the key thing is it not,
    28        getting the product to be bought?
    29        A.  Yes.
    30
    31   Q.   And of course, that response --  it is actually unlawful to
    32        put that kind of reaction in a natural advertisement. You
    33        can not show an advertisement showing a child saying, mum
    34        please buy me --
    35        A.  It is not unlawful, it is contrary to the guidelines.
    36
    37   Q.   But the affect of an advert can be the same. In fact it is
    38        desirable for a company --
    39        A.  The eventual affect may be similar, I agree.
    40
    Q.   They may be transgressing the spirit of the guideline but
    42        not the actual letter of the guideline?
    43        A.  Well, the guideline says it may not overtly or whatever
    44        the phrase is, "May for exalt children" to do this or that.
    45        I mean to say, that means they may not even imply or like
    46        to see it happen. I think that would be an unreasonable
    47        interpretation.
    48
    49   Q.   So the reality is, that as a result of advertising children
    50        are exalting their parents but the guideline actually 
    51        specifies they can not show that in the advert, is that 
    52        reasonable? 
    53        A.  Yes.
    54
    55   Q.   Are you aware of Millwood Brown?
    56        A.  Yes.
    57
    58   Q.   Would you like to say who Millwood Brown is?
    59        A.  They are a research agency, a well known research
    60        agency.