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DAY 44
[Dave Morris] Why is it necessary for
the McDonald's corporation to have that constant bombardment of young
children with commercial advertising?
[David Green, McDonald's Head of
Marketing, Witness] First of all, I would not agree with your
characterization of "bombardment." It is certainly a large
marketing effort. And if the children enjoy these activities, we would
want them to participate in them. Obviously, we want them to
remember McDonald's, and by remembering McDonald's, the next time they
have a chance to go out to eat, they might select that over one of our
competitors.
[Ronald McDonald] For lots of fun ...
[Boy] Lots of fun ...
[Boy] ... for everyone.
[Ronald McDonald] For everyone.
[Sue Dibb, The Food Commission,
Witness] Advertisers, like McDonald's, are very aware of "pester power."
"Pester power," as any parent will know, is the ability children have to
pester them for something that they want. And they can exert a
tremendous amount of influence. And this is being recognized by
marketers.
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