Day 050 - 10 Nov 94 - Page 34

     
     1        Other countries do not take things quite so literally.
     2        They regard it as being acceptable for an advertisement to
     3        touch on different aspects.
     4
     5        As I say, these are -- I would regard them as cultural, as
     6        well as legal, differences.
     7
     8   Q.   Or, as you said before, there may have been some
     9        controversy in the past, or something?
    10        A.  Yes.
    11
    12   Q.   That made it an issue?
    13        A.  Yes.
    14
    15   Q.   Have you heard of limitations in Sweden on the use of the
    16        character ronald mcdonald in advertising?
    17        A.  I have not specifically heard of it in the context of
    18        ronald mcdonald, but I have heard of Sweden limiting the
    19        use of cartoon characters, yes.
    20
    Q.   In advertising?
    22        A.  Yes.
    23
    24   Q.   What are their concerns about that, then, in Sweden?
    25        A.  I do not think I can answer that.  They may feel that
    26        cartoons should be kept in programmes and not used in
    27        advertisements -- cartoon characters.  But I am afraid I do
    28        not know the precise reason why they take that attitude.
    29
    30   Q.   Might it be that cartoon characters, or characters such as
    31        ronald mcdonald, are particularly persuasive in the
    32        promotion of a particular food?
    33        A.  It is possible that in Sweden they think that, whereas
    34        in other countries they do not.
    35
    36   Q.   It is a fact, though, that cartoon characters can be
    37        particularly persuasive in the use of children's
    38        advertising?
    39        A.  Yes.  Children certainly respond very positively to
    40        both programmes and advertising with cartoon characters.
         I mean, not all, by definition; they like some cartoon
    42        characters, they dislike others.  But they certainly
    43        respond to them.
    44
    45   Q.   Finally, just going back to the ISBA and yourself, you said
    46        in your statement that you represent advertisers on various
    47        committees?
    48        A.  Yes.
    49
    50   Q.   Your position in the ISBA has been to represent 
    51        advertisers, presumably in all kinds of places: 
    52        conferences, meetings --- 
    53        A.  Yes.
    54
    55   Q.   --  official bodies.  Are you representing advertisers when
    56        you speak here?
    57        A.  I am telling the truth, the whole truth and nothing but
    58        the truth.  If that means representing advertisers, yes,
    59        but I am attempting to answer your questions in a truthful
    60        way, not a biased way.