Day 054 - 24 Nov 94 - Page 43

     
     1        another or one smack bar and another.  Is there any
     2        equivalent with McDonald's?  What would be the equivalent?
     3        What is the equivalent, if any, with McDonald's between one
     4        chocolate bar and another?
     5        A.  The choice could be between having another burger type
     6        meal from another fast-food restaurant ---
     7
     8   Q.   What, you mean Burger King or something like that?
     9        A.  -- for example, a Burger King advert, or it could be
    10        with eating burgers in the home.
    11
    12   MS. STEEL:  Or is it that the type of foods being shown are
    13        snack type of foods as opposed to what a nutritionist would
    14        consider to be a varied meal with vegetables and things
    15        like that, a wider range of nutrients?
    16        A.  Yes, an individual advert is obviously promoting an
    17        individual products.  That product maybe a snack product,
    18        it may be a drink, or it may be some kind of meal
    19        ingredient.  The totality of the advertising messages that
    20         -- sorry, the point I want to make is that advertisers,
         obviously, have one product that they are seeking to
    22        advertise in a particular advertisement, yet children see
    23        the totality of advertising messages.  Study have shown
    24        that there is an imbalance in the totality of the
    25        advertising messages.
    26
    27   MR. JUSTICE BELL:  But that is a point you made very early on,
    28        is it not?
    29        A.  Yes.
    30
    31   MR. MORRIS:  So it is not -----
    32
    33   MR. JUSTICE BELL:  I am not pooh-poohing it -- I will think
    34        about it -- but it seems to me, perhaps, it is not the
    35        strongest point amongst the points which you are making,
    36        this particular one.
    37
    38   MS. STEEL:  The range that is being offered in advertisements is
    39        generally what would not really be termed the healthy
    40        range, would that be ----
         A.  It is generally -----
    42
    43   MR. JUSTICE BELL:  That is back to what you said right at the
    44        beginning -----
    45
    46   MS. STEEL:  But so the selection is limited from that point of
    47        view?
    48        A.  Yes, those messages that are coming across through
    49        advertising tends to represent a restricted range of foods.
    50 
    51   MR. MORRIS:  Yes.  I am trying to reach a sort of slightly -- I 
    52        do not want to ask too many leading questions. 
    53
    54   MR. JUSTICE BELL:  Ask a leading question because otherwise we
    55        are going to get really bogged down on what I think maybe a
    56        very sophisticated point among other simpler ones.
    57
    58   MR. MORRIS:  In the child's mind, does the child see not just a
    59        small group of foods that are being advocated as against
    60        another group of foods, but they see the choice they have