Day 054 - 24 Nov 94 - Page 38
1 earlier about children's needs to be socially acceptable --
2 accepted and accepted by their peer group, and it will be
3 one extremely important part of that.
4
5 MR. JUSTICE BELL: You were asked about how much influence you
6 thought advertising had on children. You made the point
7 about, well, in effect, it must have quite a lot otherwise
8 you would not get companies or you would not get McDonald's
9 spending so much money on it. But you said there was the
10 research as well?
11 A. Yes, shall we move on to that?
12
13 MS. STEEL: Yes. Sorry, I did not mean to distract you; I was
14 just trying to get the general picture before going on to
15 specific research.
16
17 MR. MORRIS: Do you know what the reference tab is?
18 A. Yes, I am just looking. Yes, on A2.
19
20 Q. Bundle 1.
21
22 MS. STEEL: Pale green bundle 1.
23 A. This is a report by a market research company called
24 Mintel called "Children - The Influencing Factor" which was
25 published in 1991.
26
27 Q. This is the one at tab B of No. II then, sorry?
28 A. I am looking at firstly.
29
30 MR. JUSTICE BELL: It is the first one we come to.
31
32 MS. STEEL: The press information?
33 A. Press release, which summarises some of the information
34 from the report. The research that Mintel have carried out
35 has found that children are highly influenced by
36 advertising.
37
38 Q. I just noticed the first sentence of that press release.
39 Do you know specifically what that refers to, "Children's
40 influence over their parent's spending has never been
41 stronger", I presume, that is a summary?
42 A. Yes. Do you want me to go on to that area?
43
44 Q. Sorry, I am not trying to confuse you.
45
46 MR. JUSTICE BELL: I think what would probably be most helpful,
47 you see, as I understand it, this is a press release
48 summarising what Mintel would say would be the effect of
49 their special report "Children - The Influencing Factor
50 1991"; is that right?
51 A. Yes. I was firstly going to look at the effects of
52 advertising, how it influences children and then, secondly,
53 as to how -----
54
55 Q. Yes. Take us to that either in the Press Information or in
56 the actual special report.
57 A. As I say, the second paragraph Mintel report that
58 children are highly influenced by advertising. On the
59 second page ----
60
