Day 043 - 01 Nov 94 - Page 30

     
     1        McDonald's, or to talk about, obviously, Ronald and his
     2        friends.
     3
     4   Q.   In the Happy Meal promotional ads that you show to
     5        children, are you permitted to show the price of the meal?
     6        A.  I do not believe that we are not permitted to show it,
     7        but I do not believe that we show it because we show it
     8        mostly to parents, because they are the ones who are paying
     9        for it.
    10
    11   MR. RAMPTON:   My Lord, what I would like to do, with your
    12        Lordship's leave, is, because these American advertisements
    13        are rather different in several senses, including the
    14        senses that Mr. Green has explained, because they do
    15        require a little bit of understanding, what I would ask is
    16        that Mr. Green should be allowed to take Mr. Hill's place
    17        to use the controlling thing and to stop the tape, so as to
    18        be where he needs, so as to be able to explain what is
    19        going on.
    20
    MR. JUSTICE BELL:  I am more than happy with that, provided he
    22        can do it near a microphone so that what he says goes on
    23        the central tape.  Could you just give a bit of thought as
    24        to how that might be done?
    25
    26   MR. RAMPTON:  Yes.  I do not know whether -- I have one here.
    27        He can certainly take my place.
    28
    29   MR. JUSTICE BELL:  How far does the remote control work?
    30
    31   MR. RAMPTON:   Perhaps we could have an experiment.
    32
    33   MR. JUSTICE BELL:    The microphone which is immediately above
    34        the row in front of you is probably designed to pick up
    35        people in the very front, because, in the normal way of
    36        things, litigants in person do actually sit at that table
    37        or stand in that row.  It cannot be moved.  If Mr. Green at
    38        some appropriate stage could give a name to the ads, if
    39        they have one.
    40
    THE WITNESS:  Yes.  Most of the advertising has a name.  In
    42        fact, I think they will appear in the slate, it is called,
    43        at the beginning of the commercial.  I can show that to
    44        you.
    45
    46   MR. JUSTICE BELL:  If you keep your voice up like that, I am
    47        pretty confident it will reach a microphone somewhere.
    48
    49   THE WITNESS:  I will try to do that.  Let us start off here.
    50 
    51                  (The first advertisement was shown) 
    52 
    53   THE WITNESS:  What that would have been would be a 15 second
    54        close, is what we call it.  So when we do our commercials
    55        in the United States for children for Happy Meals, we have
    56        a 15 second open and a 15 second close.  The close is
    57        concerning the premium and the open then is concerning
    58        Ronald -- you will see how that takes effect -- Ronald or
    59        McDonald's.  We will produce during a given year maybe five
    60        or six different opens that will be used on almost a random