Day 055 - 25 Nov 94 - Page 41

     
     1
     2   Q.   Do you have it?
     3        A.  --  prepared enough to know that I was going to wish to
     4        refer to that, when I was preparing in advance.
     5
     6   Q.   Is it in the possession of the NFA?
     7        A.  I am sure it could be obtained, if so required.
     8
     9   MR. JUSTICE BELL:  Let us leave it there for the moment.  If you
    10        can make sure and do your best to get a copy in the hands
    11        of Ms. Steel or Mr. Morris, they can then show it to
    12        Mrs. Brinley-Codd, and it will either resurface when people
    13        are addressing me at the end of the case or it will not.
    14
    15   MR. MORRIS:  Just moving on from that whole subject, I have
    16        about eight more questions, in no particular order.
    17
    18        Mr. Miles referred to an advert which promoted milk, with
    19        some famous footballer drinking milk, and said that the
    20        consumption of milk amongst children who saw that advert
         increased significantly in the weeks following the advert.
    22        What conclusion would you draw from that?
    23        A.  Yes.  I have also -- whether that particular
    24        advertisement or other advertisements on milk -- heard
    25        evidence and seen advertisements that the makers of those
    26        advertisements have said have increased milk consumption
    27        amongst children; and milk consumption amongst children is
    28        generally considered to be a good thing.
    29
    30        I think it shows the power that advertising does have to
    31        influence dietary choices and the powers that it has, also,
    32        to influence what may be considered to be positive dietary
    33        choices -- one use of advertising that the National Food
    34        Alliance and I would seek to encourage.
    35
    36   MR. JUSTICE BELL:  My reaction to that -- and tell me if you
    37        think it might be right -- is, lots of parents try to
    38        persuade their children to drink milk, with limited
    39        success.  If you add the advertising to parents'
    40        persuasion, then there is a better chance of success?
         A.  Certainly.
    42
    43   Q.   Might that be right?
    44        A.  Certainly, I think that influences that work together
    45        are much more likely to be effective than influences that
    46        may be in conflict with other messages.
    47
    48   MR. MORRIS:  Something else that has come up in evidence,
    49        I believe, was the implication that giving toys with food
    50        or presenting food as a fun experience can help with 
    51        children who have eating difficulties.  Would you like to 
    52        comment about that? 
    53        A.  I think that if a child has eating difficulties, the
    54        child needs medical help and proper help in order to
    55        overcome those difficulties.  I have visited such a unit in
    56        Great Ormond Street and seen the work they do, and it does
    57        not involve aspects that might be considered related to the
    58        "McDonald's experience".
    59
    60        I think, in fact, whilst it is important that food is a