Unit 20 Legal and ethical

1. Legal and ethical
THEORY/EFFECT EXPLAIN WHAT THIS IS EXPLAIN how this theory impacts your advert?
HYPODERMIC NEEDLE THEORY A theory that suggests mass media, such
as radio, television or print all have
powerful and direct influence on passive
audiences. It suggests media messages
are injected into individuals minds that
can lead to be a dominant force that can
manipulate and control public opinion
My campaign may utilize the hypodermic needle theory through message
simplicity- making the consent in all three of my ads digestible- assuming my mass
audience doesn’t engage in critical speculation or will want to seek additional
information other than that of what I've presented (accepting it as truth e.g.
“electrolytes give Vesi a cool refreshing taste”) and limited audience feedback- my
ad’s acting as a one-way flow of communication and further not requiring
audience interaction or participation other than buying the products advertised
TWO STEP FLOW A theory that suggests media messages
are not directly received and accepted by
individuals directly but rather flow
through opinion leaders who have a
more prominent influence on the
attitudes of the general public
My campaign may utilize the two step flow theory through targeting or employing
opinion leaders such as influencers/celebrities to endorse Vesi in a way that will
lead septuple viewers and listeners to want to buy Vesi’s products via providing
persuasive content e.g., engaging visuals, informative statements or having a
platform online. Another element that may aid in my campaign would be word of
mouth, creating something worthy of sparking up conversation and allowing a
positive representation of the brand to influence opinion leaders to resonant and
express their positive opinions with and to their followers – spreading the word
USES AND GRATIFICATIONS A theory that focusses on understanding
how and why individuals use media and
what they seek from it- emphasizes the
active role audiences play in selecting
elements of what's being presented to
them to fulfil their needs/ desires
My campaign may utilize Vesi’s target demographic to lay a foundation of what to
consider and aim to depict in each ad to appeal to that target audience (in this
case being a younger demographic- , models/ actors used must authentically look
and participate in non-stereotypical activities to help allow audiences to relate to
whose being shown ).

2. Legal and
ethical
• WHAT ARE THE POSITIVE
EFFECTS OF YOUR ADVERT ON AN
AUDIENCE?
Each of my Ad’s look to bring information and
awareness towards the product and the health benefits
it brings that may help audiences that are struggling to
find a water product that best suites their needs. More
over my Ad’s aim to be entertaining and enjoyable with
outlandish and captivating concepts that will be both
visually and audibly appealing towards mass audiences
alongside the target demographic- showcasing
naturalistic visuals and audios that transports viewers
and listeners alike- selling Vesi as an escapist
experience. My ads also look to be inspiring and
aspirational; impossible people and locations like the
top of a cliff or a quiet getaway, the ability to make the
world around you quiet or walk on water might help
reflect dreamlike wishes audiences may have.

3. Legal and ethical
• WHAT ARE THE NEGATIVE EFFECTS OF YOUR
ADVERT ON AN AUDIENCE?
That being said, the negative effects that may be
caused by my ads could be; setting up unrealistic
standards- by using dreamlike and impossible
scenarios and sets, I could leave the wrong
impression on gullible viewers e.g. drinking Vesi
water could turn you into a swan and make you
run on water, or more simply by depicting a more
athletically advanced model/ actor in my visual ads
could leaf to feelings of inadequacy and low self
esteem when buyers cant run at the speed
presented on screen declaring the water as a
faulty product. Environmental impact, the bottles
promoted may not be biodegradable and might
set a bad president for the brand as a whole.
Moreover the under or misrepresentation of
genders, race age, sexuality and ethnicity could
leave a serous and harmful impact on viewers,
especially those who fall under minority groups
(this is what I prioritize to avoid).

4. Legal and
ethical
• ISSUES OF REPRESENTATION
WHO/WHAT IS BEING
REPRESENTED
WOULD THIS BE CONSIDERED A POSITIVE OR NEGATIVE
REPRESENTATION- EXPLAIN
Race I believe my representation of race within all three Ad’s to
be a positive representation as everyone within each ad are
represented equality and with each distinct characteristics
and personalities that don’t fall under an harmful
stereotypes or cultural appropriation
Gender I believe my representation of all genders within my 3 Ad’s
to be completely positive and respectfully as everyone is
portrayed in the same light, avoiding any stereotypical
gender roles or intentional objectification (the audio visual-
swimwear is for the most part under water other than our
main subject who is wearing colourful and not at all
sexualized trunks) of each gender within the ad’s
Age I believe there is positive representation of age in all three
of my ad’s, mainly consisting off a younger cast (though not
feeding into any pre-established stereotypes of the younger
generation; no phones- all young adults/teens are out
exploring the wilderness).
Sexuality sexuality doesn’t really make much of an appearance in
any of my three ad’s so that might be more leaning towards
a negative/ under representation- though my Ad’s aim more
to focus on platonic and self love relationships when
developing a healthy lifestyle

5. Legal and ethical
• Does your advert conform to mainstream
representations, or does it challenge
representations?
I believe in all three of my adverts I
successfully avoid any mainstream/
stereotypically representations of any cast of
people, letting both a women and man be the
lead on the visual and audio/ print ad to ensure
both male and female audiences felt positively
represented, both engaging in life changing
activities, athletic and expressive self love ,
more over when representing minorities within
all ads, I believe I greatly avoided portraying
any race, ethnicity or sexuality in a harmful or
inappropriate way, rather each advert aims to
show a collection of different people from
different backgrounds brought together by
Vesi, promoting ideas of community and
friendship .

6. Legal and
ethical
• LEGAL AND ETHICAL ISSUES
LEGAL Explain the issue: How could this impact your advert?
Copyright: A legal concept that grants exclusive
rights to creators and owners of
original works
I'm aiming to utilize two created songs for both my audio and
audio/visual ad, this could lead to licensing and permission from
selected artists that might take weeks to pend, slowing down
production or worse, fair use, disregarding permission which
could lead to being sued by said artists.
Intellectual Property Rights refers to legal rights granted to
individuals or organizations for their
creations- protecting them from any
form of intellectual property theft-
someone adopting their
creations/ideas as their own
again I am aiming to utilize two created songs for both my audio
and audio/visual ad, and again this could lead copyright
complications. Same thing could be said about my overall idea in
regard to swan wings sprouting from the models back as that kind
of imagery may have been an originally and creative expression
done before me and now is played of as art theft
iconography with the social platforms I aim to promote too are
trademarked
ETHICAL – Offensive material Explain the issue: How could this impact your advert?
Violence/sex/language: when developing ideas for an Ad
campaign, its wise to stay away rom
more graphic concepts/ imagery
featuring violence, sex and bad
language to avoid censorship or bad
reception- allowing it to be suitable for
everyone
to ensure younger audience within their teens are able to see the
advert before watershed (the most likely only time they’d be
subjected to it on the tv) and to hear/ see it around in public and on
the radio, I must avoid any violence, sexual or graphic imagery or
language to ensure it can be shown and played anywhere to
everyone, casting out a large net.
Children: when hiring or representing children in
Advertising campaign's it is crucial that
if they are under the age of 18 that
they should be accompanied/ have
their model release form signed off by
a parent or guardian.
at this present time the employment/ representation of children
doesn’t occur in my Ad’s so there will be no impact onto my overall
campaign

7. Legal and ethical
• REGULATORY
BODIES
ASA
Who are the ASA?
advertising standards authority- an independent self regulatory organisation that oversees the content of Ads across various
media channels
What role does the ASA perform?
to ensure the advertisements are legal, decent and honest; harm and offense, social responsibility, children's advertising etc.
Why does the ASA exist?
to promote responsible advertising and protect consumers in the UK
What rules does the ASA set that have to be followed by institutions?
The five sector Codes consist of an inoffensive representation of; Alcohol, Children/Young People, Finance , Health, and
Gambling. In interpreting the Codes, emphasis must be placed on compliance with both the principles and the spirit and
intention of the Ad itself
HOW DO THESE RULES HAVE A DIRECT EFFECT UPON YOUR ADVERT?
EXAMPLE 1: (LEGAL)
show avoid showing representations of public breaking the law, rather encourage abiding it (not necessarily a big problem
within my Ad campaign)
EXAMPLE 1: (ETHICAL)
making sure all representations of race, ethnicity, age, gender and sexuality is in no way at all offensive or harmful to ensure
the ad successfully and positively represents everyone without being stereotypically

8. Legal and
ethical
• REGULATORY
BODIES
OFOM
Who are the OFCOM?
The Office of Communications is the communications regulator in the UK, regulating the TV, radio and video-on-demand
sectors, fixed line telecoms, mobiles, postal services, and the airwaves over which wireless devices operate
What role does the OFCOM perform?
It has a permitted duty to represent the interests of citizens and consumers by promoting competition among companies
they regulate and more crucially, protecting the public from harmful or offensive material. They more so help to make sure
people don’t get scammed and are protected from bad practices
Why does the OFCOM exist?
to provide advice and information to thousands of people through their website and call centres, registering complaints from
people and businesses, which helps to act against business entities when they let their customers down. Though their duties
come from parliament, OFCOM are independent, and funded by fees paid to them by the companies they regulate.
What rules does the OFCOM set that have to be followed by institutions?
Content standards; protecting public interest
HOW DO THESE RULES HAVE A DIRECT EFFECT UPON YOUR ADVERT?
EXAMPLE 1: (LEGAL)
may influence the content, messaging, creative choices made by myself as the advertiser, if they don’t like a concept or the
finished ad they can decide whether to show/ continue it or not; might slow down production
EXAMPLE 1: (ETHICAL)
is in charge of when adverts are to be scheduled; if my advert contains any mature content its in the best interest of Ofcom
to show the Ad after watershed to protect the interest of younger children; this means I have to be careful with how I
represent my target demographic in a way that is intriguing without relying on anything too mature for children