Day 055 - 25 Nov 94 - Page 63

     
     1        A.  It may be that her child likes Cola.
     2
     3   Q.   Exactly.  Now please turn over to the next page, page 20.
     4        In the last paragraph of the left-hand column you write
     5        this:  "Some advertisers", and I stress that word because
     6        I am coming back to it, "maintain that advertising's only
     7        effect is on brand choice and does not increase overall
     8        consumption, a view that is often expressed by the
     9        protobacco advertising lobby."
    10
    11        Pausing there, Ms. Dibb, are you now conscious, even you if
    12        you were not when you wrote this report, that that argument
    13        is propounded by a great deal more people than simply the
    14        tobacco advertising lobby?
    15        A.  Since this report was published, I have heard that
    16        argument from the food and associated food advertising
    17        industries.  When I was writing this report -- I think
    18        I might have mentioned yesterday -- in discussions I heard
    19        it reported that, in fact, many people within the industry
    20        did not actually believe this rather simplistic view of
         advertising's effect being solely influencing brand choice,
    22        but that it was an effective public relation strategy in
    23        order to deflect criticisms of the industry.
    24
    25   Q.   I do not know whether he is Dr., Mr. or Professor Andrew
    26        Ehrenberg a member of the advertising industry or the food
    27        industry?
    28        A.  I do not know the gentleman in question.
    29
    30   Q.   You do not know him.  He used to be a professor of
    31        marketing at the London Business School which is the
    32        postgraduate school of London University.  I think he now
    33        teaches at the University of the South Bank, again formally
    34        a polytechnic.  You have not heard of him?
    35        A.  It is not a name I am familiar with.
    36
    37   Q.   How much research have you actually done into this subject,
    38        Ms. Dibb?
    39        A.  I consider I have done a fair amount.  I think it would
    40        be unreasonable for me to be expected to know of the name
         of everybody who had written on the subject.  This report
    42        covers a very broad area.
    43
    44   Q.   What was the purpose of this report?
    45        A.  The purpose of this report was to bring together a wide
    46        range of information, to present it in accessible form, and
    47        to put forward the case for more responsibility in food
    48        advertising, as the subtitle of the report so says.
    49
    50   Q.   It is not in any sense, it would not be right, I suppose, 
    51        to describe it as a campaigning document, would it? 
    52        A.  It is described as a discussion document. 
    53
    54   Q.   Yes, that is why I asked the question.
    55        A.  The intention was to raise discussion on this subject
    56        and that is made clear within the report.
    57
    58   Q.   Was it intended to be read by ordinary, intelligent people
    59        who might be concerned about health and its relationship
    60        with advertising?