Day 065 - 09 Dec 94 - Page 06

     
     1        document from the cover, one sees this:  "Summaries and
     2        conclusions, children's food consumption.  Children do to
     3        some extent influence and drive food consumption in the
     4        household.  19 per cent of all food servings in the home
     5        are accounted for by children, hence they are an important
     6        consumer group for manufacturers to consider".
     7
     8        Ms. Dibb, do you see any inconsistency between the passages
     9        which I have just read and the first part of that sentence
    10        in your discussion paper I read earlier?
    11        A.  I think on page 6, as you just pointed me to, the
    12        report does acknowledge by using the words "undoubtedly,
    13        impact food consumed" -- this report looked exclusively at
    14        food in the home; it did not look at food outside the home
    15         -- as a result of pester power, or by mother's exclusively
    16        determining what their children will consume.  Also,
    17        I think, one has to take into account in the second part of
    18        that sentence, what are the influences that may determine
    19        what children will consume?  So, in addition to the direct
    20        influence of pester power, we have to add into that factors
         that may determine what their children will consume.
    22        I believe that advertising also plays a role in that.  So,
    23        to that extent, we are seeing one influence added on to
    24        another.
    25
    26   Q.   You do not see then any contradiction or, what one might
    27        say, uneasy marriage between the words on page (i)
    28        "children do to some extent influence and drive food
    29        consumption in the household", and the words you have used
    30        to represent the findings of this report, "market research
    31        companies recognise that children are a major influence on
    32        household food purchases"?
    33        A.  This is one reference that was quoted here.
    34
    35   Q.   It is the reference you have given?
    36        A.  Yes.
    37
    38   Q.   You come here as an expert on the effects of advertising on
    39        children?
    40        A.  To be "a major influence" -- there are many major
         influences.  To say that an influence is "to some extent"
    42        does not necessarily mean that that is not a major
    43        influence, in my opinion.
    44
    45   Q.   It is not what the report says, is it?  Those are your
    46        words, are they not?
    47        A.  It is an interpretation.
    48
    49   Q.   Very well.  Then, as I promised, we will have a look, if we
    50        may, at the Leatherhead report, which is in the same first 
    51        bundle of references, section 8 tab 4.  I remind you what 
    52        you wrote:  "Market research companies recognise that 
    53        their" -- that is children's -- "influence is increasing
    54        from being a major influence, presumably".  The Leatherhead
    55        you find at section 4, July 1991.  This is your reference
    56        at 122.
    57
    58   MR. JUSTICE BELL:  What was the Taylor Nelson date?
    59
    60   MR. RAMPTON:  May 1991, my Lord.  Its overall heading is