Day 065 - 09 Dec 94 - Page 44
1 identify characters from commercials, and it could be
2 deemed in that sense that they maybe had some understanding
3 that it was a commercial. But that does not mean that they
4 understood what the intent or purpose of the commercial
5 should be.
6
7 So, I think we have to be clear where it says "children's
8 understanding of commercials was better", it is better in
9 the sense only from this research that they were able to
10 select characters from those commercials, which I would say
11 is only one small part in what may thought to be a broader
12 understanding of commercials.
13
14 Q. Another way of putting Mr. Rampton's question would be to
15 ask you where in Zuckerman and Gianinno does one find
16 support for the proposition that three-quarters of four
17 year-olds were unable to differentiate between programmes
18 and adverts and neither could over a third of seven
19 year-olds or one in five 10 years old. Where do they find
20 that?
21 A. This is in reference to their verbal responses.
22
23 MR. RAMPTON: Yes. In fact, what the paper shows is almost
24 nearly the complete reverse of what you have written, is it
25 not? The tendency of this paper is to show that, despite
26 the fact they were unable verbally to articulate a
27 difference, they recognised the difference perfectly well
28 and were able to differentiate?
29 A. I think it says they were able to select characters
30 that were used in commercials.
31
32 Q. I suggest, before you adhere too strongly to that answer,
33 you read the text on page 91.
34 A. Which part?
35
36 Q. I would start at the beginning, "Comparisons" and read
37 through to the end of page 92 on the next page.
38 A. Do you want me to read "picture sorting" as well, or
39 just up to "picture sorting"?
40
41 Q. I would like you to read "picture sorting". I would like
42 you to pay particular attention to the columns at the
43 bottom of the page.
44 A. Yes.
45
46 Q. I would ask you to note particularly, if you will, the
47 column which in our copy is a sort of stipple grey has
48 neither transverse nor hatched diagonal lines, which is
49 defined as "product character association". It
50 over-matches or equals in the ten year group all the other
51 categories, does it not?
52 A. It does.
53
54 Q. It is fairly nearly 100 per cent in the ten year-old
55 category?
56 A. Yes, as far as one can see from this graph.
57
58 Q. That means, does it not, that the child, even a four
59 year-old, well over 75 per cent, well over 80 per cent,
60 even a four year-old knew that the character was associated
