Day 054 - 24 Nov 94 - Page 33

     
     1        A.  Yes, that is the case.  It is a learning process and,
     2        as such, takes a number of years, and if we look at the
     3        second column, the paragraph that starts:  "It can be seen
     4        preschool children process information from television and
     5        television advertising very differently from adults and
     6        older children".
     7
     8   MR. JUSTICE BELL:  Preschool being under five?
     9        A.  Yes.  "In addition, most of the evidence suggests that
    10        preschool children simply regard television advertising as
    11        there for fun".  Well, we know it is not just there for
    12        fun; yet a young child sees it as fun and entertainment and
    13        they will have no awareness of a particular point of view.
    14
    15   MS. STEEL:   They would not necessarily be aware of what its
    16        purpose is?
    17        A.  No, that is what Dr. Young is saying.  He says:  "By
    18        the age of seven, a child has become aware that the intent
    19        of advertising is beyond simple entertainment".  Though at
    20        this age they "do not see the commercial and persuasive
         functions of advertising as dominant and characteristic of
    22        this particular genre of media communication.  They often
    23        regard advertising as primarily an informative discourse
    24        that is there to 'tell you where things are', for example".
    25
    26   MR. JUSTICE BELL:  Let us pause there until 2.00  -----
    27
    28   MR. RAMPTON:  Before your Lordship rises, there is one thing
    29        I would like to mention, if I may, it is this:  I have
    30        received this morning two additional papers to which it may
    31        be I shall make reference in cross-examining Ms. Dibb.  One
    32        of them, I know, as it happens, she is thoroughly familiar
    33        with.  I raise it now quietly in the remote expectation
    34        that I might start this afternoon but, more particularly,
    35        so she should have a chance to read them or remind herself
    36        of them overnight.
    37
    38   MR. JUSTICE BELL:  Are you suggesting Ms. Dibb might find time
    39        to have a look at them during the next hour?
    40
    MR. RAMPTON:  I would suggest that it maybe not convenient to
    42        her.  She ought to have something to eat because giving
    43        evidence -----
    44
    45   MR. JUSTICE BELL:  What I suggest is if you hand them over.
    46        Make refreshment your first priority; if you have any time
    47        left to look at these, just have a glance at them.
    48
    49   MR. RAMPTON:  What I was going to say was, if it appealed to
    50        your Lordship, I would say that I will not make any 
    51        reference to them today. 
    52 
    53   MR. JUSTICE BELL:  Very well, thank you.  We will resume at five
    54        past two.
    55
    56                         (Luncheon Adjournment)
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