Day 065 - 09 Dec 94 - Page 14

     
     1        all adverts in any way encourage dangerous behaviour; I was
     2        making the point that what was going on in a particular
     3        advert was being copied and had become a playground craze
     4        in the same way as jingles and catch phrases from adverts
     5        are very much the currency of a lot of childhood playground
     6        behaviour (and with adults too).  Catch phrases from
     7        adverts do filter into common every day parlance.
     8
     9   Q.   I follow that.  Some children watch an awful lot of
    10        television, do they not?  You are aware, are you not, of
    11        research which shows, for example, that children's
    12        favourite advertisement is the Andrex lavatory paper
    13        advertisement.  You know of that research, do you not?
    14        A.  I have seen a number of different studies which,
    15        depending, I think, on what is being advertised at
    16        different times -----
    17
    18   Q.   You are not suggesting that when mummy goes out or daddy
    19        goes out to do the shopping the child says to the
    20        mother: "Oh, do buy Andrex because of the friendly little
         dog that is on the advertisement"?
    22        A.  They may do.  I do not know whether we have any
    23        evidence they do not.  I think the appeal of advertising is
    24        to a large extent to make you have warm feelings towards a
    25        particular product.  I think the Andrex dog is, probably
    26        from the advertisers' point of view, rather good at that.
    27        One cannot just see advertising influence solely as to what
    28        one may buy that particular day, the day one has seen an
    29        advertisement.  One has to take a longer term view as well,
    30        and Andrex is a brand which wants to keep itself in the
    31        public's mind.  Maybe children one day when they grow up
    32        and start buying toilet paper for themselves will,
    33        somewhere deep inside them, not on a particularly conscious
    34        level, not even remember, but have a warm feeling to Andrex
    35        and probably or possibly are more likely to buy Andrex
    36        rather than any other product.  That is how advertising
    37        works, I believe.
    38
    39   Q.   Can you turn, so everybody knows I have not made it up to,
    40        to No. 5 in the first bundle which is one of the references
         you rely on.  Tab 5.  It is called Children's views on
    42        Advertising by Bradley Greenberg, Shehina Fazal and Mallory
    43        Wober.  Its date, I am afraid, I do not know.
    44        A.  It is 1986.
    45
    46   Q.   Yes, 1986, the research having been done in October 1985.
    47        Turn, please, to page 2 of the text.
    48        A.  This was research that was done for The Independent
    49        Broadcast Authority -- sorry, which page?
    50 
    51   Q.   Page 2 of the main text.  I do not know how large this 
    52        sample was, I cannot remember; not enormous, I think. 
    53        I would like you to look at the middle of the page where it
    54        says, or just above the middle of the page, "Next, we
    55        examined".
    56
    57   MR. MORRIS:  Could I help by saying on the executive summary it
    58        says "553 questionnaires".
    59
    60   MR. RAMPTON:  Thank you, "questionnaires".