legal and ethical document

1. ADVERT: LEGAL & ETHICAL, REGULATORY BODIES
What are possible affects of your advert on your target
audience?
THEORY/EFFECT EXPLAIN WHAT THIS IS EXPLAIN how this theory
impacts your advert?
HYPODERMIC NEEDLE
THEORY
When you inject
information into an
audience, and they just
accept it.
This theory affects my
advert because we are
injecting information into
an audience about the
waters physical and mental
affects.
TWO STEP FLOW Information that is
influenced or fed to an
audience by an influencer.
This theory affects my
advert because we are
using a celebrity or famous
character with a strong
fanbase to share
information with them
about our product.
USES AND
GRATIFICATIONS
There are 4 different
reasons why people watch
media: personal identity,
education, entertain,
People will be watching for
education as they are
learning about our product
but also personal identity
as were using actors to
play characters that
matches the audiences
interest therefore letting
them relate.
WHAT ARE THE POSITIVE EFFECTS OF YOUR ADVERT ON AN AUDIENCE?
I have included a different variety of audiences, while still aiming it at the preferred target
audience which would make all audiences feel included. For example, the two models will be
playing a video game which would be attracting the gaming community with workout props in
the background such as dumbbells to show gym enthusiasts that vesi’s health benefits can
also help them regain energy to work out. Another positive affect of my advert on audiences
is that we have both a male and female model playing as main character in the visual advert.
This is important as it shows vesi is for everyone and that coco is an inclusive company.
WHAT ARE THE NEGATIVE EFFECTS OF YOUR ADVERT ON AN AUDIENCE?
Since I’m using a character from a video game there may be a few audiences who don’t
recognise her or care for her at all. This is important as it may cause them to lose interest in
the product or misunderstand it as they haven’t clocked that this character is promoting the
water because her main quirk is speed, which would also confuse them or the advert may not
become memorable to them.

2. ISSUES OF REPRESENTATION
WHO/WHAT IS BEING
REPRESENTED
WOULD THIS BE CONSIDERED A POSITIVE OR
NEGATIVE REPRESENTATION- EXPLAIN
Race Positive - There isn’t any harsh stereotypes or offensive bits
of media in the adverts, and the one of the models will be poc
Gender Positive – both genders will be involved in a non-sexist or
stereotypical way.
Age Positive – one model will be closer to the younger age group
of the targeted audience and the other will be closer to the
older age group of the targeted audience.
Sexuality Positive – not really mentioned but there isn’t anything in the
advert that would offend the LGBTQ+ community.
Does your advert conform to mainstream representations, or does it challenge
representations?
I believe my advert challenges representations with gender as we have a women model
playing videos games. This challenges gender stereotypes as stereotypically women wouldn’t
appear in adverts involving consoles due to the stereotype that video games are more a men
hobby.
LEGAL AND ETHICAL ISSUES
LEGAL Explain the issue: How could this impact your
advert?
Copyright: any content, such as music,
that doesn’t belong to the
company and hasn’t been
given permission to be used in
a media.
It could get taken down in certain
countries or taken down overall
along with a fine. This can be
resolved by following OFCOMS
legislation rules and asking for

3. permission from the creator to use
certain media or simply making our
own. For my campaign I have used
an existing character from an
existing game from Riot Games.
However, to solve this issue we are
collaborating with Riot Games and
getting permission/ riots to use their
character Neon.
Intellectual
Property Rights
Rights granted to the
individuals over their original
creative works such as
inventions, literary and artistic
work, designs and symbols,
names, and images in
commerce.
Once again, similarly to copyright,
the advert and company could get
sued. But this can be resolved by
avoiding using specific creative
content or anything similar to
intricate designs. For example, a
completely original logo made for
and by vesi.
ETHICAL –
Offensive material
Explain the issue: How could this impact your
advert?
Violence/sex/langu
age:
These are offensive medias
that can’t be published in
adverts as it won’t be shown
due to the fact it would be age
restricted and kids would be
able to see it. It is also in
advert rules to not show any
violence, sex or offensive
language in adverts which is
set by ASA.
Our advert could get rejected and
not shown if it involves any
offensive content. To stop this issue
from happening we could always
make sure we don’t include any
violence, sex or offensive language
and keep the medias PG.
Children: Routing back to violence, sex,
language children may be
negatively affected by these
offensive materials as its all
18+ content.
Since we are aiming the advert at
teenagers and young adults, kids
shouldn’t be impacting our advert.
However, since the adverts will be
broadcasted and public to everyone
in the outside and online, children
will still be able to view which
means we still have to keep the
advert child friendly.
REGULATORY BODIES
ASA
Who are the ASA?
The UK’s independent regulator of advertising across all media.
What role does the ASA perform?
Roles ASA takes on is to; take action against misleading, harmful or offensive ads by applying
the advertising codes, responds to and investigates complaints made by the public and
advertisers.
Why does the ASA exist?
ASA exists to ensure all advertising media by proactively identifying and tackling advertising
issues to make sure it appeals to all audiences in a non-offensive way.
What rules does the ASA set that have to be followed by institutions?

4. Ads must not mislead, claims should be supported with evidence, advertisers should deal
honestly and truthfully with consumers, ads should not offend, ads should be responsible.
These rules are written by the committees of advertising practice (CAP) for non-broadcasting
and BCAP for broadcasting.
HOW DO THESE RULES HAVE A DIRECT EFFECT UPON YOUR ADVERT?
EXAMPLE 1: (LEGAL)
The ‘ads must not mislead’ and ‘claims should be supported with evidence’ effects my adverts
as we have to support vesi’s water effects on consumers with evidence or else it will count as
misleading them.
EXAMPLE 1: (ETHICAL)
The ‘ads should not offend’ rule influences my advert as we have to make sure there aren’t any
offensive comments or stereotypes directed at certain audiences such as genders, sexualities,
races, ethnicities, and religion etc.
Recreate table and find info on:
OFCOM
OFCOM
Who are the OFCOM?
It’s the UK government approved regulatory and competition authority for the broadcasting,
telecommunications, and postal industries of the United Kingdom.
What role does the OFCOM perform?
They regulate and oversees adverts to make sure copyrighted content is protected or runs
through adverts to make sure they don’t use any content that they don’t own themselves. They
ensure that these industries operate fairly and competitively. OFCOM also handles complaints
and enforces standards for content broadcasted on television and radio.
Why does the OFCOM exist?
OFCOM exists to regulate and oversee the UK’s communications industries, such as TV, radio,
and telecommunications.
What rules does the OFCOM set that have to be followed by institutions?
Restrictions on offensive content, requirements for truthful advertising, and technical standards
for things like audio and video quality.
HOW DO THESE RULES HAVE A DIRECT EFFECT UPON YOUR ADVERT?
EXAMPLE 1: (LEGAL)
For requirements for truthful advertising, we will have to make sure we aren’t lying to audiences
about vesis effects and support what we say with evidence.
EXAMPLE 1: (ETHICAL)
for restrictions on content, we will have to make sure we don’t include any content that would
offend audiences such as “jokes”/comments that would offend certain group. For example,
Lucozade made an advert that was a spin off of a biblical tale and the Christian groups found
it ‘offensive’ and ‘disgusting.’