• 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...


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.


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.


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

    The thing that stands out most about M though is that fact that Bond treats her with a great deal of respect, even when he thinks she is in the wrong, and this is shown again with the quote above in which Bond says, 'with all due respect.'

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

    This picture is a derelict image of inside the house. It creates an illusion of a happy cat. This illustration contains a lot of detail and emphasis's the poor conditions that the kittens are going through. It also contains a picture of cute and very easily adorable cats.

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

    1973, expresses a deal of sophistication to the text, stereotypically, the French culture is seen to be romantic and sophisticated. Its sets up the tone of the article with a sense of sophistication and sets it apart from the readers in Text A.

  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

    I had not saved the pictures onto my ClipArt, so instead I had to import them from another folder located elsewhere. Once I imported the JPEG file; I just have to focus the image to its intended position. Once I was content with the positioning I could move on to the next step.

  2. who is 2 blame

    A sideways look at race in space. * Whitewashing of Primetime TV - An overview of the different races (ie not many, not much) represented in prime US TV shows * A shorter overview of the proportions of Race Representation in the US Media Most work on Race & The Media has concentrated on the representation of black men and women.

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

    didn't read them to look at facts but to read the stories they produce. I can conclude from this data that the people that answered this question thought that the paper does "twist" the truth and many thought that the media lies.

  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