Day 045 - 03 Nov 94 - Page 03
1 A. Yes.
2
3 Q. If you turn to tab 6, I think it is, and if you turn to
4 page 50?
5 A. Yes.
6
7 Q. Paragraph 14; just explain what that paragraph is about?
8 A. I think the paragraph, essentially, says what it is
9 about, and that is that we strive to have a time in the
10 commercial, as it says here:
11
12 "....where a little moment that tugs at your emotions,
13 makes you laugh or feel a warm empathy towards the
14 commercial. It is a moment that separates McDonald's
15 advertising from the others."
16
17 Q. What do you mean by "feel a warm empathy towards the
18 commercial"?
19 A. Obviously, if you feel that the commercial strikes at
20 your emotions, then you will enjoy the commercial. Again,
21 it is part of entertainment; just like if you go to a play
22 or you go to a movie, if there are emotions in the movie
23 that make you feel empathy with the movie or with the play,
24 it makes you feel better about it.
25
26 Q. Is empathy something that people normally feel towards
27 commercials, or is it something that is usually used to
28 describe feelings towards other people, characters or
29 animals, or something like?
30 A. No. I think that emotions, certainly in the United
31 States, play a role in commercial advertising; it is part
32 of the entertainment value of the commercial. Many
33 commercials in the United States make you laugh or use
34 things that might be a joke, or make you feel good
35 emotionally.
36
37 Q. Why do you want to play with people's emotions and get them
38 to feel an empathy towards the commercial?
39 A. I think emotions, or those kinds of commercials are
40 part of what advertising is about. Advertising does not
41 just only inform but, obviously, it entertains, and
42 emotions play a part in entertainment.
43
44 Q. You want people to feel an empathy towards the company?
45 A. Yes. We would like people to interact with our
46 commercials. Obviously, if you have an emotional feeling
47 about a commercial, then you are interacting with it.
48
49 MR. MORRIS: So, in other words, you get people to feel an
50 emotion towards the entertainment value of the commercial
51 in order to associate that emotion with empathy towards the
52 company?
53 A. Yes. It is part of-----
54
55 Q. So, in other words, you are manipulating people's emotions
56 for a subliminal purpose?
57 A. No, there is no subliminal purpose at all. It is very
58 plain what the commercial do, if you see commercials and if
59 they make you laugh or make you feel emotional. It is very
60 specific. There is no hidden agenda or hidden meaning.
