Day 065 - 09 Dec 94 - Page 02

     1                                           9th December 1994.
     3                          MS. DIBB, Recalled.
     4                       Cross-Examined by Mr. Rampton.
     6   Q.   Ms. Dibb, when you were last here we ended with effectively
     7        a discussion of what you called an old chestnut, I think,
     8        that is to say, the phenomenon that Popeye's popularity in
     9        America had no beneficial effect on the sale of spinach.
    10        Can I ask you whether you have got there your discussion
    11        papers what you called it, I think, Children:  Advertisers'
    12        Dream, Nutrition Nightmare?
    13        A.  I have.
    15   Q.   Could you also have to hand the second volume of the pale
    16        green references which, please, open at tab 4 which is, as
    17        you recall, an extract from June Esserman's book.
    19   MR. JUSTICE BELL:  The second volume?
    21   MR. RAMPTON:  My Lord, yes, bundle 2, it is called, section C
    22        within tab 4.
    24   MR. JUSTICE BELL:  Yes.
    26   MR. RAMPTON:  I remind you, Ms. Dibb, that we got as far as the
    27        second page of that copied extract at the bottom of the
    28        right-hand column was the reference to Popeye.  I am going
    29        to come on to the next page of this in moment, but first I
    30        would like to ask you about a couple of passages in your
    31        discussion paper.  First of all, on page 4 in the left-hand
    32        column and the third paragraph, you have written this:
    34        "Advertising, particularly television advertising, is one
    35        factor which influences children's food choices.
    36        Advertising messages have a power and status that rivals
    37        and may exceed parental guidance and educational
    38        influences."  Can I ask you what that assertion is based on
    39        by way of research and experimental data?
    40        A.  Yes, I believe that there are -- is research that
    41        supports this.  Certainly I do not think there is really
    42        very much debate about television advertising being one
    43        factor which influences children's food choices.  The
    44        report acknowledges that there are a number of influences
    45        that affect children's food choices, of which advertising
    46        is one that may affect children's food choices, both
    47        directly and indirectly.
    49   Q.   I was really more concerned with the second sentence.
    50        I read the first for context because it seemed to me fair 
    51        to do so, but I was more concerned with the second sentence 
    52         - the assertion, if I may summarise it, that the power of 
    53        advertising so far as children's choices are concerned is
    54        as powerful as or more powerful than that of parental
    55        influence and educational influence as teachers.
    56        I wondered what that was based on?
    57        A.  Yes.  Specifically on educational influences, you will
    58        have to excuse if you leave me a few moments to find the
    59        reference?  I think it refers to one reference that I do
    60        quote in here which looked at education that children

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