Day 049 - 09 Nov 94 - Page 12

     
     1        the purpose of their ads.
     2
     3   MR. RAMPTON:  I am sorry.  I am not with this.
     4
     5   MR. JUSTICE BELL:  I think the point is this, that it was the
     6        sentence in Mr. Green's statement which we drew attention
     7        to the other day, and it appeared to me that his statement
     8        that children are never encouraged to ask their parents to
     9        bring them to McDonald's was based on the fact that there
    10        was never any exhortative language to that effect?
    11
    12   MS. STEEL:  I am happy to deal with it, if----
    13
    14   MR. RAMPTON:  I was only asking for clarification.  If the
    15        problem is the last sentence -- whether it be a purpose or
    16        a main purpose might be a matter for argument, but I doubt
    17        that -- if the proposition is that a point of the
    18        advertising is to encourage children to encourage their
    19        parents to take them to McDonald's, then of course that is
    20        common ground; of course it is.
    21
    22   MR. JUSTICE BELL:  It has become common ground.
    23
    24   MR. RAMPTON:  It is common ground.
    25
    26   MR. JUSTICE BELL:  I did not understand it to be common ground
    27        to start with.  Whether I am right or wrong about it, it is
    28        common ground now.  I thought you had some particular point
    29        in mind.
    30
    31        But I have read that paragraph more than once now, and I
    32        accept that it is part of Miss Gallatley's evidence.  You
    33        need not bring it out expressly, no.
    34
    35   MS. STEEL:  (To the witness)  You are quite happy for that to
    36        remain as part of the evidence in writing?
    37        A.  Yes.
    38
    39   MR. JUSTICE BELL:  What you say is that part of the advertising
    40        is to encourage them to try and get their parents to take
         them to McDonald's, and that is tantamount to exhorting; it
    42        does not matter whether exhorting language is used or not?
    43        That is the point you seek to make?
    44        A.  Yes, exactly.
    45
    46   MS. STEEL:  You said that, in your experience, McDonald's do
    47        exploit children.  Can you explain what you mean by that?
    48        A.  What I mean is that, for example, with younger
    49        children, the very heavy advertising, and consistent
    50        advertising, using a character like ronald mcdonald, is 
    51        actually getting to very young children and making them, 
    52        really, get their mum or dad to take them to McDonald's. 
    53
    54        So it is exploiting their incredulity, if you like, because
    55        how are they able to differentiate between what is real and
    56        what is not real at such a young age?  How are they able to
    57        differentiate between what is a healthy food, what is good
    58        for them and what is bad for them at such a young age?  In
    59        my experience, I do not think that they can tell what foods
    60        are going to do them good and how much food they should