2. It is understood that media products have a power to impact audiences in
ways that need to be controlled.
Due to Disney’s influence, the use of swear words is all but apparent in the
film apart from 4 occasions. Because of this the film fits into the 12A age
rating category. Sexual innuendos are kept to a minimum by having Tony
Stark’s girlfriend Pepper Potts(Gwyneth Paltrow) whisper something in his
ear, but too low for the audience to hear. Later Stark mentions something
about ‘performance issues,’ but the reference may be missed by younger
viewers.
There are moderate scenes of violence in the film. Daggers, arrows and
bullets are seen hitting people’s heads from short distances.
Explosions, over-turning cars, debris and buildings are seen crashing down
on innocent victims throughout the fight scenes. Loki uses his sceptre to
impale a character and blood is seen exiting the other side. Equally
disturbing Loki is seen extracting someone’s eye. Though bloodless, the
crowds reactions gives detail to the severity of the situation.
Also black widow’s outfit portrays a very sexual appeal to the character.

3. Copyright - Governing the ownership of intellectual property, including music and photographs.
In my product, the song Shoot to Thrill by ACDC plays out as Iron Man flies in. Under the rule of
copyright: the exclusive and assignable legal right, given to the originator for a fixed number of years, to
print, publish, perform, film, or record literary, artistic, or musical material, the producers would have had
to ask for permission by the owner of the song, Columbia Records, to use it in the film. They would also
have to include this in the end credits, crediting the company and the artist for allowing them to use the
song.
Obscenity – Governing the limits of acceptable representations in published products.
The film is rated at a 12A. The BBFC say sex may be briefly and discreetly portrayed in a 12A rated film.
Verbal sex references should not go beyond what is suitable for young teenagers. Comedy may lessen the
impact of some moderate sex references or innuendo but frequent crude sex references are unlikely to be
accepted at this category. There may be nudity in 12A films but sexual nudity should only be brief and
discreet.
The film touches on mild sexual innuendos when Pepper Potts whispers into Tony Stark’s ear. Although
her speech is too low for the audience to hear, an older audience would realise, from Stark’s facial
expressions, that Pepper has said something sexual to Stark.
Slander - The action or crime of making a false spoken statement damaging to a person's reputation.
Because the film makes no reference to a non-fictional person, they are not breaching any laws to do with
slander.
Child Protection – Governing how children should be protected by the government.
Children are not represented as being in danger in the film. They don’t appear throughout the film so the
product is not breaching any laws on child protection.
Discrimination - In no way is the film allowed to discriminate against;
race, gender, sex, age, religion, disability. If they did they would be breaching the equality act 2010 that
legally protects people from discrimination.

4. Representation
Nick Fury, leader of S.H.I.E.L.D, is represented as he was drawn in the comics.
His brave appearance has no association with his race or age. It makes
reference to his masculinity and portrays him as the leader of the company
which could be seen as sexist towards women however the producers assigned
Cobie Smulders, Agent Maria Hill, as a right hand person to Fury. Fury would
give her orders to give to the employees. In one scene she is seen directing
male employees to do a job, they follow her orders without hesitation. This
shows she is superior to a lot of the employees that work for S.H.I.E.L.D.

5. The British Board of Film Classification (BBFC) is a selffinanced, independent media content regulator. The
company was set up in 1912 to bring a degree of
uniformity to the classification of film nationally.
The film was given a 12a by the BBFC. They state that
there may be strong language however it must be
infrequent. Sex may be briefly and discreetly portrayed
at 12 or 12a. Comedy may lessen the impact of some
moderate sex references or innuendo. The film contains
a sexual innuendo that young viewers and some older
may not pick up on. Intense sequences of sci-fi
violence and action throughout, references to drugs
and a minute sexual innuendo, puts this film in the
category of 12a.