Day 065 - 09 Dec 94 - Page 51
1 of research here along with the other ones that I have
2 quoted draw the same general conclusion about the
3 development with age.
4
5 MR. MORRIS: Can I ask if the witness can read the paragraph
6 underneath table 2 to see if that throws any light on the
7 figures?
8
9 MR. JUSTICE BELL: Where is the reference in the text to table
10 3, if there is one?
11
12 MR. RAMPTON: My Lord, I think probably there is not. One finds
13 it probably summarised in the discussion at point 2 on the
14 next page. In fact, it is summarised in the paragraph to
15 which Mr. Morris drew attention.
16 A. It is also stated on this page that close to one-third
17 of four to six year-olds gave ambiguous answers.
18
19 Q. I know, that is absolutely right.
20 A. Obviously, someone then interprets those perhaps a bit
21 more for them. I think the point is that quite how many
22 children at what age may understand what, is going to vary
23 perhaps depending on methodology of the group of children.
24 I think I want to see it in the overall context that all
25 this research is, quite clearly, pointing in the same
26 direction.
27
28 Q. No. I am suggesting quite the contrary, that what you are
29 not willing to do is to see it in any kind of an overall
30 context. You see, this study, whatever doubts one may have
31 about the methodology or the precise accuracy of the
32 figures, points a trend which is completely the reverse of
33 the conclusions which you have drawn and published to the
34 world at large about the Zuckerman and Gianinno study which
35 you have cited from the very same book. That is right, is
36 it not?
37 A. No, I do not agree with that. We have referred to
38 Dr. Brian Young's research which I think gives a very clear
39 and overall view of a situation. I have referred to that
40 and we have talked through it. It quite clearly shows that
41 children go through a development process. He quite
42 clearly points out some of the stages that children go
43 through in that. These studies Brian Young would have,
44 I am sure, himself referred to and been aware of when he
45 was putting together his research. They are all -----
46
47 MR. JUSTICE BELL: They are in the same book, these two
48 chapters?
49 A. Yes.
50
51 Q. What is being put to you is, if you were going to refer to
52 Gianinno as to percentage of children of a certain age who
53 knew that commercials intend to sell products, would it not
54 have been fair to give Gains and Esserman's figures as
55 well?
56 A. That is the question?
57
58 Q. That is what you are putting, Mr. Rampton?
59
60 MR. RAMPTON: That is entirely right, my Lord. That is exactly
