Day 048 - 08 Nov 94 - Page 61

     
     1        seeing the same advertisement, they don't get bored so
     2        easily by seeing the same thing?
     3        A.  It is more to do with the population of children
     4        getting older.
     5
     6   MR. JUSTICE BELL: I was going to say you have got people coming
     7        into that box and going out of it more often than just
     8        general adulthood?
     9        A.  That is right, yes.
    10
    11   MS. STEEL: But the end effect is, that you don't need to change
    12        the advertisements that are shown to children with such
    13        regularity as changing the ones to adults?
    14        A.  On the pure entertainment ones, that's correct.
    15        Obviously promotions are different.
    16
    17   Q.   As I say, looking at the children's advertisements that are
    18        listed there, the vast majority are ones that have been
    19        shown in previous years. You would agree with that?
    20
    MR. JUSTICE BELL: Can you tell?
    22        A.  To tell at a glance, I would have to go through each
    23        one and look, but I mean it is not unusual for us to repeat
    24        commercials.
    25
    26   MS. STEEL: In particular children's ones?
    27        A.  Children's ones in particular, yes.
    28
    29   Q.   If it is any help I compared it with the ones on page 266
    30        and ones thereabouts, but if anyone wants to compare them I
    31        am sure they will find that the other eight blocks that are
    32        shown are advertisements that were shown in previous years.
    33
    34   MR. JUSTICE BELL: I suppose with the children's ones, you can
    35        slap a new Happy Meal close or open on an old Ronald close
    36        or open.  When I say old, one which was in use the year
    37        before or does that not tend to happen?
    38        A.  It tends not to happen because normally the Ronald
    39        commercials have got a story line to them and the Happy
    40        Meal commercial is normally about the specific toy that
         wouldn't fit there. It is possible to create an opening
    42        that you could then tack any Happy Meal on to but we do not
    43        tend to do that in this country.
    44
    45   MS. STEEL: I think you have got a different approach in this
    46        country than in the USA?
    47        A.  The USA do it more your way, I believe.
    48
    49   Q.   I don't know whether that was to do with the regulations
    50        about not advertising. 
    51 
    52   MR. JUSTICE BELL: No, it was not. It was just looking to see the 
    53        extent to which the figures in paragraph nine might or
    54        might not help with the degree of children's advertising.
    55
    56   MS. STEEL: Sorry, I meant the fact that there was a close and an
    57        open but I am not sure----
    58
    59   MR. JUSTICE BELL: No.  I was talking purely and simply British
    60        figures.