Day 055 - 25 Nov 94 - Page 65
1 advertising. However Rossiter points out that as children
2 get older they may appear to develop an adult-like attitude
3 against TV advertising as a social institution, but in fact
4 commercials make them more acquisitive, rather than
5 less." That is taken, if one looks at page 46, from a
6 chapter by this man Rossiter called Research on Television
7 Advertising's General Impact on Children: American and
8 Australian findings. In (which is the book) Television
9 Advertising and Children, edited by June Esserman?
10 A. That is the reference, yes.
11
12 Q. Did you have copy of June Esserman's book at the time when
13 you prepared this paper?
14 A. I did refer to a number of documents. I did spend time
15 in libraries and I am sure that I would have seen that.
16
17 Q. June Esserman is a very well-respected authority in this
18 field, is she not? She is an American?
19 A. Yes.
20
21 Q. Can you, please, now lay hands on volume 2? His Lordship
22 thinks it is white, but is in fact pale green of your
23 references.
24
25 MR. MORRIS: This is bundle 2.
26
27 MR. RAMPTON: You can call it bundle, if you like; I will call
28 it "file". Turn to tab 4 which is taken from a section
29 contributed by June Esserman herself, I think I am right,
30 to that same book in 1981. That is to say, your reference
31 133.
32
33 MS. STEEL: Can I just say, I think this is a bit confusing, but
34 reference 133 is actually in bundle 1 at tab 9.
35
36 MR. RAMPTON: No, that is the Rossiter chapter. We are going to
37 come back to that, I promise everybody, I guarantee it.
38
39 MS. STEEL: I am just not sure, were you saying this one at tab
40 4 is the reference?
41
42 MR. RAMPTON: No, I am saying that there are two references,
43 I believe. There is a chapter from the book which is
44 referred to at 133. To my mind, that makes two
45 references. Have you got this reference here, Ms. Dibb?
46 A. Yes, I have.
47
48 Q. Tab 4? Am I right in thinking, this is June Esserman's own
49 introduction to the book from which you quoted from the
50 chapter by Mr. Rossiter?
51 A. If you say it is the introduction, then I am happy with
52 that. It is not clear whereabouts in the book from this
53 photocopy this appeared.
54
55 Q. It is certainly not later than page 6. We can see that at
56 the bottom of the first column on this copy. Can I ask you
57 to cast your eye over to the right-hand column? My Lord,
58 this is the last reference I will make, unless I have time
59 to get to Rossiter this afternoon. I want you to follow
60 with me some of the words of the editor, I suppose it was,
