Day 054 - 24 Nov 94 - Page 15
1 Q. Or apparently did?
2 A. Yes. This had children memorising items from the
3 McDonald's menu. Not having seen it, I can only speculate,
4 but it showed children in memorising them, showing that
5 they had the skill of memory.
6
7 Q. Is that an advertisement that was referred to at some
8 seminar, or something like that?
9 A. Yes. This was referred to by a woman who is Head of
10 the Kids Panel at J. Walter Thompson, her name is Jane
11 Matthews. She was speaking at an industry seminar entitled
12 "Pester Power; how to reach kids in 1994".
13
14 Q. So that was a seminar from the advertising industry's point
15 of view rather than, as it were, a critic's point of view?
16 A. Yes, it was a conference for those people, companies,
17 the advertising industry, marketeers in general, who wanted
18 to learn the most successful techniques of how to advertise
19 to children. That was quoted as a particularly successful
20 advertisement.
21
22 Another McDonald's advertisement ----
23
24 MR. MORRIS: Could I ask a question about that seminar -- you
25 attended that seminar?
26 A. Yes.
27
28 Q. It was organised by?
29 A. It was sponsored by Marketing Magazine.
30
31 Q. It was actually specifically entitled "Pester Power; how to
32 reach kids"?
33 A. "In 1994".
34
35 MR. JUSTICE BELL: Was the seminar or was the woman you have
36 mentioned from J. Walter Thomson's presentation titled
37 that?
38 A. No, it was the whole seminar.
39
40 MR. MORRIS: You attended. The general thrust then was how to
41 increase the pester power of children?
42 A. The seminar was broad-ranging. It looked at
43 advertising and it also looked at other forms of promotion
44 and public relations that could be effective in reaching a
45 child audience.
46
47 Q. Effective in what way, in encouraging pester power? Is
48 that the implication?
49 A. Effective in selling products aimed at children.
50
51 MR. JUSTICE BELL: Tell us, perhaps, about the second ad you
52 have in mind then?
53 A. Yes, the second advertisement is one that was shown
54 earlier this year during the time, I think it was, prior to
55 the World Cup.
56
57 MS. STEEL: I think it has been mentioned already in this court,
58 and I think Mr. Hawkes confirmed that it was -----
59
60 MR. JUSTICE BELL: What is the point from that ad?
