Day 047 - 07 Nov 94 - Page 53

     
     1        is in relation to those products in which they are
     2        interested.
     3
     4   Q.   I think it was actually specifically child brands that are
     5        monitored?
     6        A.  That would seem quite likely.
     7
     8   Q.   So, when it is a brand that a child is interested in, would
     9        it be fair to say that children take in the advertising
    10        message more quickly, more quickly than adults?
    11        A.  That seems to be the case, yes.
    12
    13   Q.   So they are more impressionable in that way?
    14        A.  Yes.
    15
    16   MR. JUSTICE BELL: Well, sit down and take stock. We have had one
    17        or two inadvertent breaks this afternoon, so I will not
    18        rise for five minutes, but I will just take two or three
    19        minutes to consider your position and then we will go on.
    20
    MS. STEEL: You mentioned this morning that you enjoyed, I think,
    22        being asked by, or nagged by your grandchildren, I do not
    23        know whether it applied to your children as well, to buy
    24        something that they had seen advertised or that they wanted
    25        or something. Do you think that you might have different
    26        feelings if you did not have the money to be able to afford
    27        to buy those things?
    28        A.  Yes, I think it is possible.
    29
    30   Q.   That you would not enjoy it?
    31        A.  I might enjoy it less.
    32
    33   Q.   Which would create pressure on a parent who could not
    34        afford to buy those things?
    35        A.  That is possible.
    36
    37   Q.   Or who did not want to buy those things because they felt
    38        that the products were not particularly good for their
    39        children?
    40        A.  Yes, but I also said that these kind of please may I
         have, no you can't, yes you can. These kinds of exchanges
    42        go on all the time in families. They are not confined to
    43        products advertised, I should think, I have no statistics
    44        on this, but let us assume that 50 times a day that child
    45        asks its mother, can I do something and the mother
    46        sometimes says yes, and sometimes says no. The advertised
    47        product is a part of those 50 or hundred or whatever the
    48        number is. I really think it is a mistake to look at the
    49        response to an advertised product in isolation from all the
    50        other requests that children make of their parents. 
    51 
    52   Q.   Other requests might not be things that cost their parents 
    53        money?
    54        A.  They might not but they may be things to which their
    55        parents object as much or more.
    56
    57   Q.   The point is though, is it not, that advertising is adding
    58        an extra number of requests that children are going to make
    59        of their parents?
    60        A.  It may stimulate some extra requests, yes.