Day 065 - 09 Dec 94 - Page 15

     
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     2   THE WITNESS:  Which I think is quite a significant size.
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     4   MR. RAMPTON:  Yes.  I am inclined to agree with you.  Page 2:
     5        "Next, we examined the specific adverts" ----
     6        A.  Sorry, I am not clear which page we are on.
     7
     8   Q.   I am sorry.  It is the first -----
     9        A.  Did you say Roman numerals II?
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    11   MR. JUSTICE BELL:  No, our ordinary 2.
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    13   MR. RAMPTON:  At the top of the page, it has a table in the
    14        middle.  I know it says the previous page, but have you
    15        found it?
    16        A.  Yes.
    17
    18   Q.   "Next, we examined the specific adverts they" -- that is
    19        the children -- "identified as their favourite.  In all,
    20        256 different product entries were obtained.  Eleven of
         these entries were each cited by 20 or more of the
    22        children.  These were their favourite adverts, as of the
    23        time of this survey", that is 1986, sorry, October 1985.
    24         "Andrex", which I mentioned a moment ago. "Trio", which is
    25        what?  Do you know what it is, Trio?
    26        A.  I understand Trio to be a chocolate bar.
    27
    28   Q.   Yes, I think so.  "Transformers", however, are toys, are
    29        they not?
    30        A.  Yes.
    31
    32   Q.   "Honey Smacks" would be some kind of confectionery,
    33        perhaps, or cereal?
    34        A.  No, I think they are breakfast cereals; highly sugared
    35        breakfast cereals.
    36
    37   Q.   "My Little Pony" is a toy, I take it?
    38        A.  Yes.
    39
    40   Q.   "Smith's Crisps, PG Tips, Weetabix, Heineken Beer, Carling
         Black Label".  What influence have the clever advertisers
    42        of those two beers had on children's purchasing power?
    43        A.  You ----
    44
    45   Q.   I tell you what I am suggesting, Ms. Dibb.  I am suggesting
    46        that it defies logic and common sense to propose that just
    47        because an advertising jingle is popular in the playground,
    48        it follows that that is going to have any significant
    49        influence on the child's choice of food?
    50        A.  I think if it is a food that the child is likely to be 
    51        able to consume for itself, to purchase for itself, or a 
    52        product which it may feel, the child may feel, it can 
    53        pester its parents for, then the liking for a commercial
    54        may have a particular role to play in all this.
    55
    56   Q.   It may; I accept it may.
    57        A.  Yes.  I do not think in saying that there are a number
    58        of products that children like the advertisements for, and
    59        I do personally find it rather interesting and perhaps a
    60        matter of concern that beer advertisements did feature