• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

The Mclibel trial was a court case between McDonald's restaurant limited (plaintiffs) Vs Dave Morris (gardener) and Helen Steel (postman) (defendants) from green peace London.

Extracts from this document...

Introduction

THE McLIBEL TRIAL CASE STUDY "The best free entertainment in London", according to the daily telegraphy (1994-11-27). The Mclibel trial was a court case between McDonald's restaurant limited (plaintiffs) Vs Dave Morris (gardener) and Helen Steel (postman) (defendants) from green peace London. The case ran for two and a half years and became the longest civil case in British history. The fast food giant McDonald's was suing the campaigners Dave Morris and Helen Steel for libel over a six-page fact sheet entitled "What's Wrong With McDonald's?" Since there is no legal aid in libel cases, Morris and Steel had to represent themselves against top team of libel lawyers employed by McDonald's. The trial began in June 1994 and a verdict was given in June 1997. The judge (Justice Bell) ruled that McDonald's "exploits children" with there advertising, are "culpably responsible" for cruelty to animals and so on. But Morris and Steel failed to prove all points they had made so the judge ruled that they had libeled McDonald's and therefore should pay �60,000 damages. ...read more.

Middle

McDonalds global advertising and marketing budgets is colossal ($1,800m in 1995), and the media partly financed this by advertising and has such would not risk the company's wrath at their peril (media's risk)2. It is alleged that when the independent carried a front-page story about McDonalds secret attempts to negotiate a settlement after only six weeks of the case, the company withdrew �80,000 of advertising from the independent on Sunday. So from this point most of the tabloids and broadsheets adapted a stance to omit certain information about the case as the trial approached. The British media institutions that have been intimidated by the threat of legal action from McDonalds, indicating clout that comes with the burger chains annul $3 billion profit. The lists includes such generally hostile sections of the British press as the Guardian and Channel 4 and underscores the modern media also in losing advertisement revenues. In 1989 Channel4 was forced to apologize in court, and pay McDonalds costs, after showing "jungle burger", in which the sales ...read more.

Conclusion

ITV told her there was 'not enough action'; the BBC did not feel 'sufficiently enthusiastic'; and channel 4 decided to put its resources behind Dennis Woolf. A panal of eight relations professional brought together by the UK marketing industry magazine 'PR Week' have declared that the Mclibel trial and campaign was seventh out of a top twenty of the most effective public relations 'consumer facing' campaign (mostly UK based) of all time4. Such a 'top twenty' is a load of meaningless hype. But the success of the Mclibel publicity and campaign, recognized by the PR industry hacks from PR week, is a testament to the powers or the truth against corporate propaganda and media complicity. In relation of being a record-breaking libel case in British history it did not achieve the recognition it deserved and this could be said because of the injustice and power a corporate company like McDonald's posses over the media. This makes me think does the media only give us information (news) on a limited scale. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Narrative section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Narrative essays

  1. Language investigation on two magazines, 'Top gear' and 'classic cars'

    This helps him emphasise its importance, however it all fits in later on in the article. He used the movies in Italics to separate it from the main topic but it has a certain relation to the Porsche, as does the mentioning of the Sunday times.

  2. James Bond - Bond(TM)s female characters are fully liberated women. They use Bond. Consider ...

    However, he then ends up sleeping with Elektra, which suggests he couldn't resist her. This is a role reversal because it is typically women that can't resist Bond, but here it is the other way around. During the bedroom scene, both Bond and Elektra are on top which could symbolise a balance of power between the two.

  1. The purpose of this essay is to compare two advertising leaflets for christian aid ...

    few examples are: "Desperate", "cruelty", "suffering", "Cat found dead", "The Cats name", and a list of three: "Beaten", "terrified" and "starving". All these words are effective as they make the reader feel sympathy and compassion, making them contribute to the RSPCA.

  2. How did the media portray Micheal Jackson in his trial?

    Even his trial has been 'reconstructed' by actors on Sky One. I think that the target audience for this program is adults because it is shown late at night, when most children have gone to bed. Also, would you want your children watching the portrayal of a trial, in which a pop star is accused of child molestation?

  1. ICT AQA 2006-2008 Problem 1, Theme Park

    So overall this was a simpler task. 13 It was now the time to start the other page. The majority of data on this page was images so it was fairly simple imports large quantities of images. It was then just a matter of moving them around so they fit

  2. who is 2 blame

    Yet these are representations coming from within black culture itself... * Black boys: casualties of our generation? * Stop Whining About the Media - is black representation now 'proportional'? * Representation of Black Men in the Movies Attention is now being paid to the representation of other ethnic groups, notably

  1. The mass media has played a major role in structuring public perceptions of crime ...

    questionnaire agreed with that after reading a criminal article in a magazine or seeing a crime report on TV they have become more concerned about that specific criminal activity than they would have done if they hadn't of seen or read that report.

  2. How well does the opening section of London Tonight cater for your needs?

    This is done by what headlines is shown on the news programme. The main headline in London Tonight was on the Taliban and how they wanted American and British soldiers out of the country and were burning down schools and libraries..

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work