Day 054 - 24 Nov 94 - Page 13
1 advertisements for children aimed at children. The other
2 tape includes advertisements to children but also has more
3 adult orientated advertising.
4
5 MS. STEEL: Do you just want to go into just a general picture
6 at the moment about what you felt about those
7 advertisements, or any points that you wanted to make about
8 those advertisements?
9 A. One of the points that came over most clearly from my
10 viewing was the difference in advertisements to adults and
11 to children. The advertisements to adults, perhaps, could
12 be described as more informative. They tended to focus
13 more on the price of products, the value that might be
14 being offered, a particular discount that maybe available
15 at a particular time, the availability of products, the
16 opening hours of the stores. This was the impression that
17 I got from many of the adult orientated advertising.
18
19 Advertising to children was very different. It did not
20 attempt to be informative in the same way. The messages in
21 the advertisement, perhaps, could be described as less
22 overt in the sense that the messages were not communicated
23 so overtly as in the adult orientated advertising. The
24 children's advertising tended more to focus on fantasy
25 situations or, particularly, in relation to the promotion
26 of Happy Meals, the emphasis was on the collectables that
27 are available with these meals.
28
29 Q. Rather than on the food themselves?
30 A. Yes, the food was rarely featured as children consuming
31 the food. In fact, it was rarely seen in the form in which
32 one would eat it. When it was seen it was seen inside its
33 packaging and a lot of the packaging, particularly, for
34 example, Happy Meals packaging is designed to be
35 attractive, it is part of what one is buying as well as the
36 food.
37
38 Now, I do not know to what extent I had a full range of
39 advertisements. The date said 1988, but I do not know what
40 time period it covered. I am aware that there are other
41 McDonald's advertisements that have been shown during this
42 period. I have seen some of them and I have seen reference
43 to others; some of those were not on those tapes. It is my
44 assumption -- I do not know to what extent those
45 advertisements can be said to represent all McDonald's
46 advertisements.
47
48 Q. Right. I mean, were there any particular advertisements
49 that you had in mind or do you want to just come on to them
50 later and then refer to them then, the ones that were not
51 on the tapes, that is?
52 A. I think if I consider it relevant to refer to them,
53 perhaps I can refer to them when I talk more specifically
54 about them?
55
56 Q. OK, yes.
57
58 MR. JUSTICE BELL: If you feel that a particular video which you
59 recall illustrates a point you are making, then tell us
60 about it.
