Day 065 - 09 Dec 94 - Page 45
1 with the product being advertised?
2 A. Yes.
3
4 MS. STEEL: The witness did try to draw attention to the
5 right-hand column of Advertisers' Dream, but she was
6 stopped from doing that.
7
8 MR. JUSTICE BELL: Come back to that in a moment. I think you
9 would accept that you had not answered the question. It is
10 important that you do answer the question, and then by all
11 means go on?
12 A. You did feel that I answered that point, yes?
13
14 MR. JUSTICE BELL: Yes, you did but, quite frankly, the way to
15 do it is to make a note in your book, "right-hand column
16 page 21", and then when you come to re-examine pick it up,
17 if it has not come back into the case already. For all
18 I know, we will get back to the right-hand column anyway.
19
20 MS. STEEL: I mean, a bit like Dave, I learn my habits from
21 Mr. Rampton. Mr. Rampton does quite often say exactly the
22 same things in the same situation.
23
24 MR. JUSTICE BELL: I am making this suggestion so that if there
25 are any things which are missed out, you can come back to
26 them in re-examination. In fact, it was my interruption
27 which stopped you when you were going to refer to the
28 right-hand column, because I was anxious to know whether
29 you agreed or did not agree with the suggestion Mr. Rampton
30 put to you.
31
32 MR. RAMPTON: Your Lordship, I think, has no fear; your Lordship
33 knows that. I do not know why Ms. Steel still assumes that
34 I do the same as the Defendants. I do not. In the
35 right-hand column of your paper, Ms. Dibb, page 21, you
36 write this (this is the second paragraph), and I think you
37 began to start saying something about this a moment ago:
38 "Celebrities and characters used in advertising are very
39 important to children. While Zuckerman and Gianinno's
40 study of four to ten year-olds found that even by the age
41 of ten only 15 per cent of the children knew that
42 commercials intend to sell products, the ability to link
43 characters and adverts was near-perfect for all age groups,
44 even the four year-olds. Other research has shown that
45 children as young as four are brand conscious". It does
46 not say that either, does it, this report, this study?
47 A. I think it does show the link between characters and
48 adverts. As you have just said, it was nearly perfect. We
49 agreed that it was near on 100 per cent.
50
51 Q. But it says -- I am sorry.
52 A. Are you seeking to draw a distinction between --
53 perhaps you could tell me a bit more clearly?
54
55 Q. Yes. What you have omitted from that paragraph, never mind
56 the other paragraph to which I shall come back in a moment,
57 are two things, are they not? One is that the -- I may
58 have that wrong, but I do not think I have.
59
60 MR. JUSTICE BELL: Perhaps I could ask, while you think about
