Day 054 - 24 Nov 94 - Page 45

     
     1        with an adult viewing three.  I am not altogether surprised
     2        by the results of this.  Children are learning; they are
     3        very receptive and open to new ideas; they take notes of
     4        things; they remember things much more quickly than adults
     5        do.
     6
     7   MS. STEEL:  At the bottom of that page there is there is a part
     8        that is underlined.  I do not know whether that part could
     9        well be relevant to some of the things you said earlier: "A
    10        single exposure may have a natural life-span of perhaps
    11        couple of weeks, before it is lost from memory".  So, if a
    12        company such as McDonald's is advertising for 40 weeks out
    13        of a year ----
    14        A.  They will certainly ensure that it is not lost from
    15        memory.
    16
    17   Q.   Right.
    18        A.  It is maintained within the child's memory.
    19
    20   Q.   Going on over the page, I do not know whether you would
         want to say anything in relation to the first paragraph?
    22        A.  The first paragraph reads:  "However, if it is
    23        reinforced with a second, the child may still have an
    24        effective recall after four weeks".
    25
    26   Q.   So they are saying that the more often and the more
    27        frequently they see the advertisements, the more they are
    28        likely to remember them?
    29        A.  Yes, indeed.
    30
    31   MR. MORRIS:  Is this more likely to recall a children's ad than
    32        an adult is likely to recall an adult's ad?
    33
    34   MR. JUSTICE BELL:  Well, does it matter?  I do not think it
    35        matters, does it, Mr. Morris, for the point which is being
    36        made here?  Yes.
    37
    38   MS. STEEL:   Going on then -- unless you have anything else to
    39        say on the responsiveness of children and adults to
    40        advertising?
         A.  No.  I think that illustrated the point I wanted to
    42        make.
    43
    44   Q.   If we move on to the fourth paragraph of your statement
    45        about the influence of children on household food
    46        purchases, if you just want to explain about that?
    47        A.  Yes.
    48
    49   MR. JUSTICE BELL:  Particularly the last sentence, as far as
    50        I am concerned, follow up of course anything Ms. Steel asks 
    51        you, that research has shown that two-thirds of children 
    52        who ask their parents for advertised products granted their 
    53        request.
    54        A.  Yes.  Children have two main means of exerting their
    55        influence when it comes to purchasing.  Children do have
    56        their own pocket money and the Wall's pocket survey in 1991
    57        estimated that that was £1.75 billion that children in
    58        total had of their own money to spend.  Obviously that
    59        becomes greater and tends to be higher the older the
    60        child.  The other main influence that children have, and