Day 054 - 24 Nov 94 - Page 08

     
     1   MR. JUSTICE BELL:  Is there anything on the third page I should
     2        particularly look at, bearing in mind that McDonald's are
     3        the Plaintiffs in this action?
     4
     5   MS. STEEL:  Yes, I mean -----
     6
     7   MR. JUSTICE BELL:  I can see them mentioned.
     8        A.  In this particular survey, McDonald's were ranked
     9        fifth.
    10
    11   Q.   What is the number next to McDonald's under "Fast Foods" --
    12        is it a five or a six?
    13        A.  Five.
    14
    15   MS. STEEL:   That is the number of advertisements shown, is it
    16        not?
    17        A.  Yes, during the monitoring period, McDonald's were one
    18        of the advertisers with the fifth most advertised food in
    19        this survey in this particular week.
    20
    MR. MORRIS:  If this document is hard to read, we have disclosed
    22        it ourselves last year and it ------
    23
    24   MR. JUSTICE BELL:  Yes.  I was just making sure that I can read
    25        it.  For instance, I can read the key at the bottom; it is
    26        not particularly clear but I can make it out.
    27
    28   MR. MORRIS:  I think it is in our nutrition file, our references
    29        under nutrition -- sorry, our documents disclosed.
    30
    31   MR. JUSTICE BELL:  Having said I can read it, do you see:
    32         "Thumbs up - likely to encourage a healthy diet", and then
    33        there is something before "Can neither be rated thumbs up
    34        or thumbs down" -- it looks like a dash.
    35
    36   THE WITNESS:  It is a dash.
    37
    38   Q.   I see.  Then there is some sort of, it looks like a little
    39        "r" on my copy -- yes, that is just the connection between
    40        the dash and what comes afterwards, is it?
         A.  Sorry, that is an "equals" sign; "dash equals can
    42        neither be rated thumbs up or thumbs down".
    43
    44   MR. JUSTICE BELL:  Yes, thank you.  I cannot see equals on mine,
    45        so I will put them in.  Yes, thank you.
    46
    47   MS. STEEL:   Is there anything else you wanted to say about that
    48        particular survey?
    49        A.  No.  I think I was next going to refer to a follow up
    50        survey that was done two years later. 
    51 
    52   Q.   Is that the one? 
    53        A.  That is the one at reference 6, the following
    54        reference.
    55
    56   Q.   Can you give the date for that one as well?
    57        A.  Yes, this was a follow up survey carried out in May
    58        1992 which was carried out in the same way.
    59
    60   Q.   It was printed in the Food Magazine in the August/October