Day 043 - 01 Nov 94 - Page 32

     
     1
     2   THE WITNESS:  That is correct.
     3
     4   MR. MORRIS:  Can I just say something?  Obviously, we do not
     5        want to show them all again when we start
     6        cross-examination.  There are some points which I could
     7        point out while they are happening, if they are going to be
     8        fast forwarded and, therefore, missed, because there are
     9        subtle differences in each advert shown.
    10
    11   MR. JUSTICE BELL:  I think we will stick to the normal system.
    12        I do not mind you going to them again -- unless you would
    13        welcome that course, Mr. Rampton.  I will probably remember
    14        them better.
    15
    16   MR. RAMPTON:  I would prefer not to do so.
    17
    18   MR. JUSTICE BELL:  How long is the tape altogether?
    19
    20   MR. RAMPTON:  A lot of it is repetitious in this sense that
         Mr. Green has just demonstrated, so one can do quite a lot
    22        of fast forwarding.
    23
    24   MR. JUSTICE BELL:  Thank you for the suggestion, but we will
    25        stick to it.  You must not feel inhibited about going back
    26        to it if you want to in due course.
    27
    28   THE WITNESS:  I will fast forward through this commercial.  This
    29        would be the same commercial, but instead of a price it
    30        would be "at a special price".  I can fast forward through
    31        this as well.
    32
    33   MR. JUSTICE BELL:  So "at a special price" was a voice over, was
    34        it?
    35        A.  That is correct.  You would not then have a price in
    36        the blue centre of the commercial.  This would be just the
    37        close or the 15 second close of the commercial.
    38
    39                  (The next advertisement was shown)
    40
    MR. RAMPTON:  Would that one have differed from the others, in
    42        that that one might be directed at children?
    43        A.  That one, because it is a 15 second close, would be
    44        directed to children, and it would be married up with one
    45        of openings, as I think we will see a little bit later on.
    46
    47   Q.   We noticed that had no price on.
    48        A.  That is correct.  And we do not buy 15 second time
    49        periods for kids; we buy 30 second time periods for
    50        children.  Therefore, what you have here is just the last 
    51        15 seconds of the commercial. 
    52 
    53   Q.   Perhaps you can show us how it would be married with
    54        something else?
    55        A.  Yes.  I think there is an opportunity to do that.  This
    56        would probably be a marriage of two.  You will see how this
    57        happens.
    58
    59                  (The next advertisement was shown)
    60