Day 065 - 09 Dec 94 - Page 26

     
     1        enormous amount of evidence, much of which is asserted in
     2        this paper, that children are open to persuasion.
     3
     4   Q.   Everyone -----
     5        A.  Yes, indeed.  You do not have to be "mentally
     6        susceptible", which are the words they use, which sound a
     7        bit strange.  We are -----
     8
     9   MR. JUSTICE BELL:  Are you really saying what the author then
    10        goes on to say in the last two sentences?
    11
    12   MR. RAMPTON:  Yes, I was going to read them.  I will read on,
    13        since I do not think you have answered my question:  "The
    14        research suggests a more rational model of the developing
    15        child vis-a-vis TV advertising - a model in which the child
    16        understands what he or she sees and hears in most
    17        commercials, selects those products which are interesting
    18        and attractive, and asks for them.  Persuasion of this kind
    19        may be deemed undesirable, but this is probably because of
    20        its consequences for the parents rather than its
         consequences for children."
    22        A.  No, I would not actually agree with every word of what
    23        is said there.  The word "understands" is used in a very
    24        general way here.  The research in this paper makes it
    25        clear that what may be called "understanding" is something
    26        that develops with age.  A younger child's understanding is
    27        going to be less than an older child's understanding.
    28
    29        I would also in the second sentence not agree that its
    30        consequence may be for parents rather than its consequences
    31        for children.  When we are talking about nutrition and food
    32        selection, the consequences from a nutritional point of
    33        view are clearly for children, as well as, indeed, possibly
    34        for the parents as well.  But, no, I would not agree
    35        wholeheartedly with that.
    36
    37   Q.   Can we turn to the addendum which deals with the Australian
    38        research on page 234?  It is headed:  "Part II - Australian
    39        Confirmation of American Findings".  He reviews an
    40        Australian study done by Dr. Jones.  On the following page,
         236, left hand column, Mr. Rossiter draws the following
    42        conclusions:  "Dr. Jones' Australian study, like the
    43        American research, casts doubt on the popular belief that
    44        younger children are more 'vulnerable' to TV advertising
    45        than are older children".  This is conclusions which
    46        Mr. Rossiter draws from the Australian research.
    47
    48   MS. STEEL:  Perhaps it might be worth pointing out that this
    49        thing is only -- on page 234 it says they are only focusing
    50        on the results for eight to 13 year-olds. 
    51 
    52   MR. RAMPTON:  Yes.   "Conclusions:  Dr. Jones' Australian study, 
    53        like the American research, casts doubt on the popular
    54        belief that younger children are more 'vulnerable' to TV
    55        advertising than are older children.  This belief is
    56        apparently held by the Australian Broadcasting Tribunal ...
    57        and probably by many others unfamiliar with the research in
    58        the field."
    59
    60        So far as you know, Ms. Dibb, is it a generally held or