Day 054 - 24 Nov 94 - Page 46

     
     1        this is particularly relevant with younger children, is the
     2        influence they have over their parents.  This has been
     3        termed "pester power", the ability that children have to
     4        ask their parents for products.
     5
     6   MR. MORRIS:  That is recognised by the advertising industry,
     7        pester power?
     8        A.  It is used sometimes.  I have heard it used sometimes
     9        by the advertising industry, but I am also aware that the
    10        advertising industry do not like to use it too publicly
    11        either because they recognise the negative associations
    12        that it has.
    13
    14   MS. STEEL:  But you were talking about the advertising
    15        conference this morning that was called pester power?
    16        A.  Yes, indeed it was.  Now the reference that you just
    17        referred to ----
    18
    19   MR. JUSTICE BELL:  We will have our five-minute break now and
    20        give you an opportunity to find it.
    21
    22                         (Short Adjournment).
    23
    24   MR. JUSTICE BELL:  Have you found the reference?
    25        A.  Yes, I have.  It is A5.  This is a research that was
    26        commissioned by the Independent Broadcasting Authority
    27        which was the organisation that predated the Independent
    28        Television Commission into Children's Views on Advertising
    29        which was published in February 1986.  The fourth page in
    30        this document entitled "Key Findings", the paragraphs 9 and
    31        10 towards the bottom of the page: "85 per cent of the
    32        children had asked a parent to buy them something they saw
    33        advertised on television.  This was greatest for the 4-7
    34        year-olds (95 per cent), and the lower social classes (92
    35        per cent).  Two-thirds of those who had asked mummy or
    36        daddy to buy something said that it was bought".
    37
    38   MR. JUSTICE BELL:  Is this questions of the children?
    39        A.  Yes.
    40
    Q.   I wonder what the basis is because, you may be able to find
    42        it, I would have thought a child might remember more the
    43        toys they had asked for as a result of watching something
    44        on television which they had ended up getting; because they
    45        are familiar with that toy they might then remember,
    46        "I asked for that toy because I saw it advertised",
    47        whereas once they had asked for and had not got, if they
    48        have got healthy young minds, the disappointment fades from
    49        the memory fairly quickly.  But that may be quite wrong.
    50        Can we see where this has come from? 
    51        A.  I am trying to look. 
    52 
    53   Q.   I make no bones about it, it is surprises me that
    54        two-thirds of requests of this kind should be granted, that
    55        it should be anything like as high as that.
    56        A.  Well, food did few feature highly in children's
    57        favourite advertisements, and whilst this research was
    58        looking more broadly than just food, I am trying to see if
    59        they anywhere state, but I do not think they cover your
    60        point, though I suppose if they had possibly remembered