The document discusses various theories of communication that could impact an advertisement for Vesi water bottles, including the hypodermic needle theory, two-step flow theory, and uses and gratifications theory. It also addresses potential positive and negative effects on audiences, issues of representation, legal and ethical considerations, and the roles of regulatory bodies like the ASA and OFCOM. The advertisement aims to appeal to a wide target audience without challenging representations, and to comply with relevant laws and ethical standards regarding offensive, misleading, or irresponsible content.

1. ADVERT: LEGAL & ETHICAL, REGULATORY BODIES
What are possible effects of your advert on your target
audience?
THEORY/EFFECT EXPLAIN WHAT THIS IS EXPLAIN how this theory
impacts your advert?
HYPODERMIC NEEDLE
THEORY
Hypodermic needle theory is
Model of communication
suggesting that an intended
message is directly received
and wholly accepted by the
receiver.
Direct message of Vesi
Advertisement is Spoken
script and black
background with text in
audio visual advertisement.
Slogan and Advertisement
shows quality of product
itself which directly
indicate why customer
should choose Vesi, and
how company style is
different
TWO STEP FLOW The Two step flow of
information and influence
from the mass media to their
audiences involves two
steps:
from the media to certain
individuals, and from them to
the public
Advertisement and
campaign of vesi is going
to be very artistic, as it
goes influencers are going
to appeal to influence
(opinion) leaders who are
going to spread brand
name to the content
followers
USES AND
GRATIFICATIONS
Uses and gratifications
theory is an approach to
understanding why and how
people actively seek out
specific media to satisfy
specific needs. UGT is an
audience-centered approach
to understanding mass
communication
Vesi advertisement is
going to be advertisement
which will satisfy specific
needs, Audio visual effects
are going to be one of the
very specific effects, that
can attract in good way
certain type of people, in
the same time
advertisement will appeal
to wide target audience
WHAT ARE THE POSITIVE EFFECTS OF YOUR ADVERT ON AN AUDIENCE?
My advertisement will include special effects and very relatable situation of driving on the
highway, most of people in the world know that feeling of lights passing by inside of the car
while driving on road in the evening time. Story telling will build positive relation with potential
customers, advertisement viewers. Interesting effects and design of the Water bottle will
catch customer focus in positive way. Advertisement campaign is

2. WHAT ARE THE NEGATIVE EFFECTS OF YOUR ADVERT ON AN AUDIENCE?
There are no negative effects of the advertisement other than the one – Advertisement
seems luxury – that will make some people don’t like it because of is as it will seem to be
more expensive.
ISSUES OF REPRESENTATION
WHO/WHAT IS BEING
REPRESENTED
WOULD THIS BE CONSIDERED A POSITIVE OR
NEGATIVE REPRESENTATION- EXPLAIN
Race Vesi campaign is neutral to the race
Gender Vesi campaign will be targeting both genders
Age As the advertisement appeal to wide audience, positive
results of drinking water are going to be advertised
Sexuality Vesi campaign will be neutral to the sexuality
Does your advert conform to mainstream representations, or does it challenge
representations?
Vesi Advertisement can be presented, and will be interesting, for wide target audience
without challenge of representation.

3. LEGAL AND ETHICAL ISSUES
LEGAL Explain the issue: How could this impact your
advert?
Copyright: Protects work and stops others
from using it without your
permission.
Intellectual property that
protects original works of
authorship as soon as an
author fixes the work in a
tangible form of expression.
Copyright part of intellectual
Property Rights will prevent my
advertisement from being stolen,
copied or used in any other way
Intellectual
Property Rights
Legal rights given to the
inventor or creator to protect
his invention or creation for a
certain period.
Legal rights to the created
campaign are going to be protecting
it from being stolen or copied
ETHICAL –
Offensive material
Explain the issue: How could this impact your
advert?
Violence/sex/langu
age:
Unjustified treatment of
different categories of people:
Race, age, sex
Avoiding offensive parts of poster
and videos, or audio not to offend
any religion race age or sex.
Children: Using impropriate content for
underage
Vesi Advertisment is not goint to
contain any children restricted
content or, any content
unappropriated to be displayed
before
REGULATORY BODIES
ASA
Who are the ASA?
the UK's independent regulator of advertising across all media.
What role does the ASA perform?
ASA is ensuring that advertising is legal, decent, honest and truthful.
Why does the ASA exist?
to make every UK ad a responsible ad, and to ban ads which are misleading, harmful, offensive
or irresponsible.
What rules does the ASA set that have to be followed by institutions?

4. Ads should comply with the law and should not incite anyone to break it, and advertisers must
not state or imply a product can legally be sold if it cannot.
HOW DO THESE RULES HAVE A DIRECT EFFECT UPON YOUR ADVERT?
EXAMPLE 1: (LEGAL)
Vesi advertisement is going to be own idea, not copied, and can legally by copyrighted,
appealing to the ASA is going to be legal. Campaign is
EXAMPLE 1: (ETHICAL)
Appealing to the ASA Vesi advertisement is going to be truthful decent, and honest and
is not going to contain any restricted content.
Recreate table and find info on:
OFCOM
OFCOM
Who is the OFCOM?
Is UK’s Communications regulator.
What role does the OFCOM perform?
They regulate the TV and radio sectors, fixed line telecoms, mobiles.
Why does the OFCOM exist?
To make sure that people who live in UK get the best from their communication services. That
are protected from scams, unfair practises. They ensure that there is healthy competition in the
market. They make sure that UK have access to high quality communication service.
What rules does the OFCOM set that have to be followed by institutions?
Ofcom sets rules that are designed to protect customers and promote competitions, for
example amount of time advertisement can be shown on the TV, they make sure that company
is providing accurate information’s in advertisements.
HOW DO THESE RULES HAVE A DIRECT EFFECT UPON YOUR ADVERT?
EXAMPLE 1: (LEGAL)
Ofcom will ensure that my advertisement can legally be displayed in TV, that its not offensive,
harmful, or misleading. They will regulate how many times can my advertisement be displayed.
EXAMPLE 1: (ETHICAL)
Ofcom will prevent my advertisement to contain any harming elements to any religions,
genders, or any other parts of society. Ofcom will make sure that my advertisement is ethically
right