Day 054 - 24 Nov 94 - Page 29
1 To that extent, I do not think that Hamburglar is a
2 responsible character. But I think also he is shown as
3 being unable to stop himself from wanting. This is
4 encouraging a degree of covetousness in children which goes
5 beyond reasonable levels of appeal.
6
7 MS. STEEL: Do you want to carry on with whatever you were
8 going to say?
9
10 MR. JUSTICE BELL: Is there anything more you want to say about
11 Hamburglar?
12 A. No.
13
14 Q. Or any other character?
15 A. Not specifically in relation to the roles they
16 portray. The last point I wanted to refer to on the use of
17 characters is a reference referred to in Advertisers' Dream
18 on page 20. At the bottom of the right-hand column there
19 is a quote which is taken from the editorial of Brand
20 Strategy which is a trade publication aimed at those
21 involved in marketing brands. It is talking about the use
22 of character merchandising. This was with reference to the
23 United States. The quote which is taken from it says: "We
24 must also expect people to begin to question the morality
25 of using such characters, especially if they are promoting
26 cigarettes, alcohol or 'unhealthy' foods and especially if
27 they appeal to children".
28
29 MS. STEEL: Is that something that you would personally do,
30 question the morality of using these characters?
31 A. Yes. I think what is interesting here is it is a
32 publication that is speaking to the industry which is
33 raising those questions as well.
34
35 Q. Right. Why do you think there is particular concern about
36 characters as opposed to other techniques?
37 A. I think because of the overt appeal such characters do
38 have. The questions that are being raised here is whether
39 that level of appeal should be associated with products
40 which are not deemed desirable for health.
41
42 Q. Right.
43 A. I think, in addition, the use of such characters do
44 play on children's affection and loyalty, as I think
45 I mentioned earlier.
46
47 Q. What was the last thing you said?
48 A. "As I think I mentioned earlier". The final point on
49 techniques is McDonald's also used Michael Jordan in a very
50 successful United States commercial. This is moving beyond
51 the use of fictional characters to the use of a sports hero
52 in which they associated their product with Michael Jordan.
53
54 Q. What do you see as the problem with that?
55 A. I think this could give a false impression -- well, two
56 reasons: Firstly, I think it could be a false impression
57 of the product. Michael Jordan is obviously an elite
58 athlete. His use in an advertisement would associate the
59 product with sporting achievement, with sporting skills,
60 with success. To associate hamburgers with that, I think,
