Day 054 - 24 Nov 94 - Page 44

     
     1        as within that limited range that is being projected to
     2        them?  So, when they think of a snack or a meal, they do
     3        not think: "Oh, I will go to a cafe or I will have this
     4        kind of meal", they see the false choice range?
     5        A.  Yes, I think as I referred to the conclusion that is
     6        drawn here, is that often minimal differences, particularly
     7        from a nutritional point of view, between foods is
     8        highlighted and given a degree of salience.
     9
    10   Q.   So, people feel they are making a choice but they are not
    11        actually making a real choice?
    12        A.  Yes, their choice from a nutritional point of view is
    13        much more restricted.
    14
    15   Q.   Prawn flavoured crisps rather than sweet and sour?
    16        A.  Yes.
    17
    18   MS. STEEL:  I am not quite sure where you were up to.  Was there
    19        anything else you wanted to refer to from that paper at all
    20        or not?
         A.  I think I felt I made the connection between
    22        advertising and its effects on food choices.
    23
    24   Q.   Right.  OK.  Were there other papers that you were wanting
    25        to refer to at this point?
    26        A.  I think I have referred to the ones that are most
    27        relevant for the time being.  Obviously, these are just
    28        some examples of research in this area.
    29
    30   MR. JUSTICE BELL:  Very well.
    31
    32   MS. STEEL:  The response to advertisements, is that the same for
    33        adults and children or is there a difference in
    34        responsiveness?
    35        A.  Children have been shown to be more responsive to
    36        advertising than adults.  One research, piece of research,
    37        which has looked at this was conducted by a research
    38        company called Milward Brown.  This is referred to in
    39        section A No. 3, a paper entitled How Children Use the
    40        Media by Phil Gullen of J. Walter Thompson.  He refers to
         the Millward Brown research on page 8.  Millward Brown are
    42        probably one the UK's leading research companies
    43        specialising in children advertising and children.  What
    44        they found was that children were three times as likely as
    45        adults to recall advertisements, and in the longer term
    46        their residual recall level was also over twice as high
    47        than adults.  Children also remember more detail about
    48        adverts than adults.  I think I mentioned earlier on that
    49        children do view advertisements quite differently to
    50        adults. 
    51 
    52   MR. JUSTICE BELL:  Is that what you mean then when you say in 
    53        your statement "Children being shown to be three times more
    54        responsive to advertising than adults"?
    55        A.  Yes.
    56
    57   Q.   That the memorability generated was three times higher?
    58        A.  Yes.  The implication of that is to have the same level
    59        of recall about an advertisement a child would only have to
    60        view, for example, one commercial for the product compared