Day 065 - 09 Dec 94 - Page 71
1 From an advertiser's point of view, that is possibly good
2 news. It means that young children are going to recognise
3 the character. If you can associate that character with
4 your product and draw the child towards the character in
5 some way, then you are drawing that child towards your
6 product. As an advertiser wishing to sell products and if
7 children are your target audience, that is going to be one
8 very effective way of doing so.
9
10 Q. If we move on to the other bundle, bundle 2: I do want to
11 look at this one, tab 5 in bundle 2, this is the Leslie
12 Gaines and June Esserman survey. If you remember, on the
13 fourth page there were two tables, table 2 and table 3, and
14 the comment underneath table 2, table 3 was not
15 specifically referred to in the text, but it seemed that
16 the comment under table 2 was referring to table 3; is that
17 right?
18 A. I will accept your view on that. I am -----
19
20 MR. JUSTICE BELL: Take a moment to look.
21
22 MR. MORRIS: I will give you an example: In the very first
23 sentence it referred to 76 per cent. Then if you look at
24 table 3, the first figure on the left or the second figure
25 down in the first column is 76 per cent, yes?
26 A. Yes, yes in that sense it, obviously, does seem to be
27 referring to table 3.
28
29 MR. JUSTICE BELL: The second sentence looks as if it is the
30 same, does it not?
31 A. Yes.
32
33 MR. MORRIS: So the second sentence reads: "Close to one out of
34 four children understood that commercials were on
35 television to sell or advertise merchandise, to persuade
36 viewers to buy products, or to show products available at
37 the stores." When I look at table 3, those references
38 seem to be the figures in the second column 20, 10 and 33;
39 is that correct?
40
41 MR. JUSTICE BELL: No. Might I suggest, "close to one in four"
42 means near to 25 per cent, and 24 if you look in the total
43 column -- I see, yes. It is -----
44
45 MR. MORRIS: It looks to me, I mean, this is not a leading
46 question because anyway Ms. Dibb has given her response to
47 the question.
48
49 MR. JUSTICE BELL: No, I do not mind you asking anyway. You
50 point to the figures you think it is referring to.
51
52 MR. MORRIS: It looks to me that I think a schoolboy howler has
53 been made here, in that they have added up the figures 20,
54 10, 33 and 38, 28 and 19 when, in fact, in some ways they
55 should be amalgamated rather than added up. In other
56 words, the one in four referred to in the other paragraph
57 seems to imply the average of those percentages in the
58 third section of that table 3?
59 A. It is not clear to me where they get the "close to one
60 in four" from. Are you suggesting -----
