Day 065 - 09 Dec 94 - Page 72
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2 Q. It is average really of 29, 22 and 25, in fact?
3 A. This is ---
4
5 Q. Or near enough?
6 A. -- this is total, I am sorry, I was looking under the
7 next column. This is for all children.
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9 Q. So when they ask 104 children, 29 per cent said that; 22
10 per cent answered that question, you know, and 25 per cent
11 answered that question. In other words, it was not 29 plus
12 22 plus 25.
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14 MR. JUSTICE BELL: It would be if what you have put is correct,
15 would it not?
16 A. Were the words put to the children or were the answers
17 that, or were children asked to verbalize spontaneously?
18 That is not what is clear to me. Perhaps that is not
19 relevant to what you are asking.
20
21 MR. MORRIS: It is not clear what questions were asked and how
22 many were asked, but to me the only way it makes sense is
23 that, presumably, of the 104 children, one of them might
24 have answered affirmative to all of those three questions,
25 or of those 29 children that agreed with the first one, it
26 could have been 22 agreed with the second one and 25 agreed
27 to the third one.
28
29 But the point is 70 or 80 per cent may not have answered
30 affirmative to any of them in which case that would explain
31 her explanation on the other side of the page that close to
32 one out of four children, i.e. a quarter, understood that
33 commercials were on television to sell or advertise
34 merchandise, etcetera
35 A. It does seem that from the textual wording that that
36 might be the case, though the table does add them up.
37
38 MR. JUSTICE BELL: Might I suggest this, because I have to say I
39 do not think it is at all clearly written, if one looks at
40 the first sentence: "When children were asked specifically
41 what a commercial was for and why it was on television,
42 three-quarters of the sample evidenced understanding of the
43 purpose of commercials". That is clearly the 76 per cent.
44 That 76 per cent appears to be divided because the figures
45 reach 76 per cent as to 29 "to sell", "to advertise
46 things"; 22 saying "they are to try to make you buy things"
47 and 25 saying "to show things you can buy". And if you
48 then read the second sentence: "Close to one out of four
49 children understood that commercials were on television to
50 sell or advertise merchandise", "Close to one out of four
51 understood that commercials were on television to persuade
52 buyers to buy products, and close to one out of four
53 understood that commercials were on television to show
54 products available at the stores"; that would be right
55 because 29 per cent is close to one in four; 22 per cent is
56 close to one in four and 25 per cent is, in fact, one in
57 four. But -----
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59 MR. MORRIS: If one in four children -----
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