Day 065 - 09 Dec 94 - Page 30

     
     1        and the way in which the advertisements achieve their
     2        effect?  Do you remember, Ms. Dibb, that one of your
     3        references was a paper written by Dr. Brian Young, the
     4        Young paper which you referred us to last time?
     5        A.  Yes.
     6
     7   Q.   I am not going to ask you about this.  This is for the
     8        record.  It was No. 1 of section A of the first bundle.  It
     9        was a paper written in 1987 called Sugar, Children and
    10        Television Advertising.
    11
    12   MR. JUSTICE BELL:  Are we looking at Young?
    13
    14   MR. RAMPTON:  No, it was just, if your Lordship remembers, on
    15        the last occasion I said to Ms. Dibb I would refer her to
    16        some later observations of Dr. Brian Young than those
    17        contained in the one Ms. Dibb referred to.  That is what
    18        I now propose to do.
    19
    20        Ms. Dibb, I am sorry about this, but can you take the
         second green bundle of references and open it at tab 14?
    22        I am referring you to this with this proposition underlying
    23        what I propose to read, that Dr. Young's thinking had moved
    24        on somewhat by 1990 from where it was in 1987.  Ms. Dibb,
    25        this is an article from the International Journal of
    26        Advertising.  Do you take the International Journal of
    27        Advertising on a regular basis?
    28        A.  We do not have the resources to subscribe to these.
    29        I often may go to the libraries if I feel I need to refer
    30        to particular references.
    31
    32   Q.   This is, is it -- I ask you -- a well-known journal to be
    33        read by persons specialising in advertising?
    34
    35   MR. JUSTICE BELL:  Is it this one?  Ms. Dibb, bundle 2?
    36
    37   MR. RAMPTON:  2, my Lord, yes.  The numbers, I hope, run
    38        serially through to the end.  14 is the last but one.
    39        Actually, there is no 15, so it is the last one.
    40
    MR. JUSTICE BELL:  I am obviously looking at the wrong one
    42        because I have 15, which is a research report.
    43
    44   MR. RAMPTON:  It is taken from the International Journal of
    45        Advertising in 1990.  Is this an authoritative publication
    46        read by those who specialise in advertising and its
    47        effects, Ms. Dibb?
    48        A.  Yes, I have no reason to doubt that.
    49
    50   Q.   It is headed:  "The Effects of Tobacco Advertising on 
    51        Adolescent Smoking Initiation and Smoking Maintenance: 
    52        Overview of a Group Seminar", and the report, the article 
    53        is written by Scott Ward from the Wharton School in
    54        Philadelphia, who is a professor.  As we see:  "Professor
    55        Ward reports on a discussion among the authors of the
    56        articles in this issue and others about tobacco
    57        advertising.  He describes areas of consensus that
    58        emerged.  Research should continue into the ways and stages
    59        of development in which children understand advertising.
    60        The group was sceptical, based on present evidence, that