Day 065 - 09 Dec 94 - Page 54

     
     1        see on television without someone to reinforce or guard",
     2        I suppose that is, I am not sure, mine is punched through,
     3         "children's response to television messages" -- might be
     4        "retard", I do not know.
     5        A.  It is "reward".
     6
     7   Q.    Thank you. "To reinforce or reward children's response to
     8        television messages.  Youngsters are not easily persuaded
     9        by this medium to modify their views or behaviour.  Witness
    10        the lack of any notable success in television announcements
    11        similar to commercials to persuade those young people who
    12        need it most to develop better habits with regard to the
    13        foods they eat, health care and consumption of alcoholic
    14        beverages".
    15
    16        If that paragraph be right, Ms. Dibb, what it tells us is
    17        this, is it not, two things:  First, as it says, that the
    18        dominant influence in a child's choices are its parents,
    19        its teachers and the world in which it lives; second, that
    20        if children do not like that sort of thing, it does not do
         you any good at all to inundate them with commercial-like
    22        messages about how important it might be to drink carrot
    23        juice and eat alfalfa?
    24        A.  I do not think anybody has tried to sell carrot juice
    25        or alfalfa to children, but they have sold milk and that
    26        has been very successful.  It is often thought hat children
    27        do not like milk.  I refer to some other research that is
    28        currently going on which has showed that by showing
    29        children advertising-like messages they can be encouraged
    30        to eat foods that children are traditionally thought not to
    31        like such as broccoli and other vegetables.  So, I do not
    32        altogether hold with all of the general thrust because
    33        I believe that there have been a number of successful
    34        instances, some of which I have just there quoted, where
    35        behaviour and the preferences can be influenced from a
    36        nutrition point of view to the better by advertising
    37        messages.
    38
    39   Q.   Ms. Dibb, I want to ask you -- I promised I would come to
    40        him, I am sure he is a dear favourite of all of us -- Tony
         the Tiger, only briefly.  We find him at reference B behind
    42        your statement, I am sorry about this, which you wrote for
    43        the purpose of this case.
    44        A.  What would you like me to look at now?
    45
    46   Q.   You should find somewhere I hope a powder blue spined
    47        volume called Defendants Witness Statements Volume 1B?
    48        A.  If you could tell me the title of the document?  Is it
    49        one of my documents?
    50 
    51   Q.   It is your Food Commission Paper which contained the 
    52        results of some research you did.  Tony the Tiger is in the 
    53        Food Magazine's issue of April/June 1990.
    54        A.  I have a copy of it.
    55
    56   Q.   Tony the Tiger is on the third page which I have, but it
    57        could be in a centre page folder or something of yours.  It
    58        is page 15 in this paper.  Have you got Tony the Tiger?
    59        A.  Yes, I have.
    60