Advertising Costs

12 Months Ended

Apr. 27, 2011

Advertising Costs [Abstract]

Advertising Costs

18.   Advertising Costs

Advertising expenses (including production and communication costs) for fiscal years 2011, 2010 and 2009 were $369.6 million, $375.8 million and $303.1 million, respectively. For fiscal years 2011, 2010 and 2009, $119.0 million, $108.9 million and $105.3 million, respectively, were recorded as a reduction of revenue and $250.6 million, $266.9 million and $197.8 million, respectively, were recorded as a component of selling, general and administrative expenses.