Day 043 - 01 Nov 94 - Page 27

     
     1        for McDonald's?
     2        A.  Yes.
     3
     4   Q.   Against that background, can you tell us, in your own
     5        words, what you see as being overall the role and
     6        significance of Ronald in children's advertising?
     7        A.  Well, I think, essentially, Ronald is a character that
     8        represents McDonald's to children.  He is a sort of host in
     9        McDonaldland, which is a bit of a fantasy world that is
    10        created around ronald mcdonald.  He is a friend.  He is a
    11        very pro-social character.  He has the same kinds of values
    12        that you would want for your son or daughter.  He is able
    13        to establish a relationship with children.  He is never
    14        used to sell or to exhort children.  He is tried to be used
    15        in a very positive manner.
    16
    17        Children seem to relate to characters very well, like
    18        Sesame Street, Big Bird, and other characters.  It is part
    19        of their life.  They relate to clowns, as well.  We use him
    20        in that manner.
    21
    22   Q.   Your company is a commercial enterprise whose business is
    23        to sell food to the public, including children?
    24        A.  That is correct.
    25
    26   Q.   You spend a lot of dollars every year in the area of
    27        children's advertising.  Whether it is 10 or 11 per cent
    28        overall, it does not really matter; it is quite a lot of
    29        money?
    30        A.  That is correct.
    31
    32   Q.   The central feature of that advertising is Ronald?
    33        A.  Yes.
    34
    35   Q.   Are you offended by the suggestion that Ronald is a means
    36        of increasing sales amongst children, in particular, but
    37        families in general?
    38        A.  No.  He is a very effective trademark and children like
    39        him.  Therefore, they are more prone to go to McDonald's if
    40        they like him.
    41
    42   Q.   Ronald has a kind of back-up team, other members of the
    43        family, if you like?
    44        A.  Yes.  There is a set of other characters that are part
    45        of McDonaldland family.
    46
    47   Q.   I want to ask you briefly about those.  This is before we
    48        watch the advertisements.  There is "The Grimace", who is
    49        sort of a purple blob.  Does he have any direct connection
    50        or association with any particular item of McDonald's food? 
    51        A.  Not in particular.  He seems to like milkshakes a lot, 
    52        but he is just sort of a lovable character. 
    53
    54   MR. RAMPTON:   Many of us might suppose that "Hamburger" is an
    55        attractive sort of character, because he is a bit wicked.
    56
    57   MR. JUSTICE BELL:  I was going to ask:  he is sort of your
    58        friendly local burglar or robber, by the look of him.  He
    59        is a chum of Ronald's?
    60        A.  Yes.  He is a sort of mischievous kind of character.