Day 065 - 09 Dec 94 - Page 16

     
     1        quite so highly in children's liking.
     2
     3   Q.   Why?  Pause there, please.  Why do you find that a matter
     4        of concern?
     5        A.  Because we do not permit alcohol to be advertised to
     6        children.
     7
     8   Q.   All that means is that the children have stayed up with
     9        their parents' permission or even in defiance of their
    10        parents, I know not, and have watched that ----
    11
    12   MR. JUSTICE BELL:  They were four to 13, so some of them might
    13        have been up reasonably late.
    14
    15   MR. RAMPTON:  Up on a Saturday evening and they see these
    16        advertisements; they like the advertisements.  What does
    17        that tell us about the power of the advertisement so far as
    18        its influence on the children's food choices are concerned?
    19        A.  I think liking the advert is maybe only one factor in
    20        the whole picture.  There are a lot of advertisements that
         people say they hate.  I think Radion washing powder was
    22        one people felt got up their noses.
    23
    24   Q.   Not literally!
    25        A.  It has been very successful in selling the product.
    26        So, I think liking it may not be the whole picture, but
    27        I think if you like something and are drawn towards it, you
    28        are more likely to carry on watching it, rather than, for
    29        example, switching over to something on the other channel.
    30        I think, by seeing more of a particular advert, those
    31        products are going to have a greater salience for you as
    32        the person viewing them or as a child viewing them.
    33
    34   Q.   Then another of your references, please, No. 2, tab 2 in
    35        the same first file.  This is again into shopping for the
    36        large part.  It does no quantitative research into eating
    37        out.  It is a Mintel special report.
    38        A.  Which number?
    39
    40   Q.   2.
         A.  Of the first part?
    42
    43   Q.   Yes, of the ones you actually said you were going to rely
    44        on in this court.  Mintel's special report 1991.  Then, if
    45        you will, please turn to page 42.  This is all about or
    46        mostly about shopping.  I think Mr. Morris or Ms. Steel
    47        drew your attention to some part of this grocery shopping
    48        because grocery shopping is food shopping -- whereas
    49        clothing and footwear are not, nor toys and games -- drew
    50        your attention to some of this section. 
    51 
    52   MR. MORRIS:  Which section are we on? 
    53
    54   MR. RAMPTON:  Page 42 of the Mintel report.  That is tab 2 of
    55        the first part of this file.  There is a section headed:
    56        "Where does the influence come from?"
    57
    58   MR. JUSTICE BELL:  It is in B, 2(b).
    59
    60   MR. RAMPTON:  It was missing then from the version supplied by