Day 054 - 24 Nov 94 - Page 50

     
     1        friends have, then that could lead to them feeling unhappy.
     2
     3        So I think, to summarise on this particular point, that
     4        there is evidence that TV advertising can influence the
     5        level of requests for products and does influence the level
     6        of requests for products, and can increase the number of
     7        conflict situations that may arise.  Whilst I pointed
     8        earlier that to some degree these are a normal part of
     9        family life, it is my opinion, and I feel substantiated by
    10        some of the research here, that TV advertising can increase
    11        that to a level at which parents feel unhappy.
    12
    13   MS. STEEL:   Was there anything else on that that you wanted to
    14        say?
    15        A.  No.  I think I have covered the main points I want to
    16        make.
    17
    18   Q.   If we move on to children's understanding about
    19        advertising, is there something general that you would want
    20        to say about that before we look at any research or
         whatever?
    22        A.  Yes.  We began to touch on this I think this morning,
    23        at what age a child begins to understand the purpose of
    24        advertising.  I would refer the court again to the research
    25        by Dr. Brian Young who -----
    26
    27   Q.   Is that A1?
    28        A.  Yes, sorry that is A1, pages 29 through to 31.
    29
    30   Q.   Which particular sections did you want to refer us to?
    31        A.  I think this is a particularly clear model of the way
    32        that child development with regard to advertising literacy
    33        takes place.  I talked earlier on about young children
    34        particularly and the level to which they did or did not
    35        understand what advertising was.  In the second column: "By
    36        the age of 7 a child begins to be aware of the intent".
    37
    38   MR. JUSTICE BELL:  Which page?
    39        A.  This is 30.
    40
    Q.   I have underlined that already.
    42        A.  Yes.  "But still they often regard advertising as
    43        primarily an informative discourse."  Rather than go
    44        through sentence by sentence, I think the point I want to
    45        pull out on page 31 is in fact various forms of rhetoric.
    46
    47   MR. MORRIS:  Where are we on the page?
    48        A.  About the middle in the paragraph that starts ----
    49
    50   MR. JUSTICE BELL:  Which column? 
    51        A.  The left-hand column.  "The development of advertising 
    52        literacy from late childhood into early adolescence was not 
    53        investigated in the research reported here and is a
    54        relative unexplored area."  He goes on: "On the basis of
    55        general knowledge about children's psychological
    56        development, one would expect the older child to have a
    57        rudimentary understanding of non-literal and figurative
    58        forms used in language to communicate different intentions,
    59        in that an understanding of the various forms of rhetoric
    60        is not usually attained until 12 or 13 years of age.  On