Day 043 - 01 Nov 94 - Page 36

     
     1
     2   THE WITNESS:   You can see there we are getting across the value
     3        of a Happy Meal as well as the appeal that the children
     4        would enjoy.  This would be the same thing, but at $2.09.
     5        I can fast forward.
     6
     7   MR. RAMPTON:   Fast forward that one.
     8        A.  This would be the same, but with a special price -- no
     9        price associated with it.
    10
    11                  (The next advertisement was shown)
    12
    13   Q.   Mr. Green, can I ask you to stop there for just a moment?
    14        In that advertisement, there were three sort of animated
    15        food items.  We can recognise the fries and the hamburger.
    16        Was the other one an animated milkshake?
    17        A.  Yes.  It would be a drink, so depending on the drink
    18        that the child----
    19
    20   Q.   The wagging thing is a straw?
         A.  Because the idea of the other two commercials was to
    22        talk about the price, obviously if there was no price being
    23        advertised, we could not use that kind of strategy, so this
    24        beginning was done instead of the price.
    25
    26             This would be, again, a sort of example of a 30 second
    27        general commercial with two kids -- two children.
    28
    29        This is actually a different commercial.
    30
    31                  (The next advertisement was shown)
    32
    33   THE WITNESS:   What we have here is an experiment.  This is a
    34        commercial that was done for adults.  It is a test market.
    35        In fact, it is a test that is still going on in the
    36        United States.  We were giving a broader range of products
    37        that you could order for your child.  You can have
    38        different side items and grilled cheese sandwiches, and
    39        other things besides the hamburger, and you can substitute
    40        the fries for apple sauce or carrot sticks.  It is just an
         experiment that is going on.
    42
    43   Q.   The child seems to have corn-on-the-cob, as well?
    44        A.  Yes.  That was also one of the side items that was
    45        available, as well.
    46
    47   Q.   Is it still available, do you know?
    48        A.  There is still a test going on in the US, and I am not
    49        exactly sure what the specific products are.  But it is a
    50        test that has been going on for, I believe, about two 
    51        years.  This would, again, be a 15 second open. 
    52 
    53                  (The next advertisement was shown)
    54
    55   THE WITNESS:   That would be joined with a 15 second close.
    56        This is a 30 second Ronald commercial.
    57
    58                  (The next advertisement was shown)
    59
    60   THE WITNESS:   That is a good example of a 30 second Ronald