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1. Legal and moral:
Privacy:
“Referring to or portrayinga member of the public or his or her identifiable
Possessions;theuse of a crowd scene or a general public location may
Be acceptablewithout permission”This means that we should ask the public, for permission.Not only that,
but the area we’re usingto film,we also need to the owner of the land,for permission.As a group we have
chosen something which we’ll have to use general public location for,so askingfor permission,is something
we’d definitely do. When itcomes to the public,we won’t be revealinganyone’s names or expose any form of
identification dueto safety reasons.
Misleading:
“Marketing communications mustnot materially mislead or belikely to do so.” This implies thatwe shouldn’t
communicate in such a way, where it misleads theaudience. As a group, we’ll make sure we try our best not to
mislead the audience, and give them nothing but genuine information,based on domestic violence.
Marketingcommunications:
“Marketing communications mustbe obviously identifiableas such.”Meaning,the advertisement should be
obvious as to what it’s based on. We’ll make it clear that it’s based on nothing but domestic violence, it’ll also
be easy for the audienceto identify what it’s grounded on.
Harm and offence:
“Marketing communications mustnot contain anythingthat is likely to cause
serious or widespread offence. Particularcaremustbe taken to avoid causing
offence on the grounds of race,religion,gender, sexual orientation,disability or
age. Compliancewill bejudged on the context, medium, audience, productand
prevailingstandards.”This means that no racism,religion,gender, sexual orientation,disability or age should
be involved in this.In our campaign,none of this is goingto be elaborated, as we don’t want to offend the
public and hurtthem in any way. Our aimis to raiseawareness for the people that are goingthrough this sort
of hardship (domestic violence),we don’t want to do the opposite, and offend anyone in any way. “Marketers
must not use a shockingclaimor imagemerely to attract attention.” Although a few shots aregoing to include
violence,we can assureyou that it’s only to raiseawareness,not for attention. “Marketing communications
must contain nothing that is likely to condone or encourage violenceor anti -social behavior.”Violencewill
take place,but it’s only for the intention of raisingawareness,nothingelse.“Marketers must take particular
carenot to includein their marketing communications visual effects or techniques that are likely to adversely
affect members of the public with photosensitiveepilepsy.“We’ll definitely be consideratetowa rds the public,
and reassureyou that nothing with extreme effects will bein the advert.
Promotion:
“Name each charity or causethat will benefitand be ableto show the ASA or CAP the formal agreement with
those benefiting from the promotion.” We’ll be raisingawareness for this charity called “Women’s Aid”, this
charity supports and help ladies thataresuffering from domestic violence.They’ll benefit from this,as they’ll
have someone to talk to- the charity members, who’re trained.Another ruleis “be ableto showthat targets
set are realistic”,our targets are realistic,and all wewant to do is make a difference and help other females
suffering.
Over all,all of us as a group will contributeand followthese rules.