Day 065 - 09 Dec 94 - Page 70

     
     1   Q.   No, of course not.  The question was asked is whether they
     2        could blame it on advertising, was it not?
     3        A.  I think parents -- no, it was not.  That was not the
     4        question that was asked either.
     5
     6   Q.   That is what question 3 means.
     7        A.  I think parents recognise their responsibilities
     8        towards feeding nature children.  In fact, other research
     9        has shown that parents will eat to the detriment of their
    10        own diet in order to try to ensure that their children have
    11        a healthy diet.  It is something that concerns mothers
    12        particularly a great deal.  What I think often makes it
    13        much more difficult for parents to try to achieve those
    14        responsibilities that they quite rightly see as being one
    15        of those of being a parent is other influences such as
    16        advertising which can make their life much more difficult.
    17        I suggest that that may be behind some of their concerns.
    18
    19   MR. RAMPTON:  Thank you, Ms. Dibb.
    20
    MR. JUSTICE BELL:  Do you want to pause before you re-examine so
    22        that you can think about what you want to ask?
    23
    24   MR. MORRIS:  Five minutes?
    25
    26   MR. JUSTICE BELL:  Five minutes will be enough, will it?
    27
    28   MR. RAMPTON:  My Lord, I apologise.  I notice I did not stop
    29        this afternoon.
    30
    31   MR. JUSTICE BELL:  No, I thought I would rather have a break
    32        before re-examination because that would give you time to
    33        think about it.  Is five minutes enough?
    34
    35   MR. MORRIS:  Yes, I think so.
    36
    37                            (Short Adjournment)
    38
    39                       Re-examined by the Defendants
    40
    MR. MORRIS:  I do not know whether it is worth going to it
    42        again?  If I could just ask you about -----
    43
    44   MR. JUSTICE BELL:  Which one is it you want, Mr. Morris?
    45
    46   MR. MORRIS:  Volume I, tab 10, at the very back, of course, the
    47        last document.  I do not know if we have to look it at
    48        actually.  In your "Advertisers' Dream, Nutrition
    49        Nightmare?" you talked about the difficulty that children
    50        had in understanding the purpose of commercials and then 
    51        you also quoted their ability to recognise characters. 
    52        What is your conclusion from the results of that reference 
    53        in terms of the advertising techniques employed by
    54        companies?
    55        A.  I think this research shows that very young children
    56        are able to associate characters with products.  They may
    57        not necessarily be aware of everything there is to know
    58        about advertising at that age.  But, nonetheless, they can
    59        make that correlation.
    60