Day 054 - 24 Nov 94 - Page 39

     
     1   MS. STEEL:  Which, sorry?
     2
     3   MR. JUSTICE BELL:  It is the second paragraph on the first page,
     4        page 1, the second line.
     5
     6   MS. STEEL:  Yes.
     7
     8   MR. JUSTICE BELL:  "Children are highly influenced by
     9        advertising", then you were going to the second page?
    10        A.  The second page.
    11
    12   Q.   Which part of that?
    13        A.  Paragraph 6:  "Children also get a lot of their
    14        specific ideas about what to eat, where and do from
    15        advertisements".
    16
    17   MS. STEEL:   Possibly, carry on reading that.
    18        A.  "They watch them avidly and know all the jingles, much
    19        to the irritation of their parents.  In some ways children
    20        are the advertiser's dream.  Mintel warns however that
         marketing to children is a potential minefield."
    22
    23   MR. JUSTICE BELL:  I have read the rest of that page.
    24        A.  And higher up that page it talks about peer group
    25        pressure.
    26
    27   MR. JUSTICE BELL:  I think what we are looking for, if you can
    28        get to it quite quickly, on this question of influence, is
    29        where in the report is the authority for the statement you
    30        first referred us to, that children are highly influenced
    31        by advertising?
    32        A.  Yes, on page 30 -- sorry, page 42.
    33
    34   MR. JUSTICE BELL:  Of the report?
    35
    36   MS. STEEL:  Yes.
    37        A.  Yes, the page entitled:  "Where does the influence come
    38        from?"  Under the table it says:  "Respondents had little
    39        doubt that advertisements, particularly television
    40        commercials, had a strong effect on their children".  And
         on reference A4 -----
    42
    43   MR. MORRIS:  What page are we on?
    44        A.  On A4.
    45
    46   Q.   Another reference in the file?
    47        A.  On page 5 -- this is of the Leatherhead Food Research
    48        Association Report -- under 1.1, the statement:  "The
    49        majority of mothers interviewed felt that their children
    50        had strong views on the type of food products bought, 
    51        frequently as a direct result of TV advertising."   A 
    52        further reference which is in another folder, the bundle 2, 
    53        which is C8, the first page -----
    54
    55   MR. JUSTICE BELL:  Which one are you in now?
    56
    57   MS. STEEL:  The pale green bundle 2.
    58
    59   MR. JUSTICE BELL:  Jerome and Frese?
    60        A.  Yes, the first sentence.