The document discusses legal and ethical issues to consider for an advertisement campaign for Ringwood School. It covers topics like copyright, offensive content, consent, and royalties. It also outlines regulations from the Advertising Standards Authority (ASA), OFCOM, and British Board of Film Classification (BBFC) that must be followed. Plans are proposed for print advertisements using posters and brochures, as well as an audio-visual advertisement to air on TV channels. A storyboard is presented that would showcase the school through student and teacher testimonials while adhering to necessary permissions and guidelines.

1. SECTION C
Legal and Ethical

2. LEGAL AND ETHICAL ISSUES
Legal Issues that will need attention would be:
• Copyright infringement/issues – The use of works protected by copyright law without permission.
• Explicit/offensive language – Using vulgar language is ethically wrong especially when advertising a school to parents and
students.
• Taboo topics – Saying/displaying anything taboo such as any sexual topics should not be presented in the advertisement.
• Slander – Damaging the reputation of anyone featured in the advertisement should be prohibited.
• Consent – A voluntary agreement to another’s proposition. This would include things like vox pops and interviews. Not complying
to the proposal and proceeding to use them or their property in the advertisement will lead to breaking human rights laws and
copyright if concerning intellectual property.
• Violence – Using any violence or offensive content is inappropriate for use in the advertisement and any that is displayed can
badly influence children and put off any parents viewing it.
• Royalties – For the use of copyright music, we must pay money to the recording artists, songwriters, composers, publishers, and
other copyright holders for the right to use their work.

3. ASA (ADVERTISING STANDARDS
AUTHORITY)
• The ASA is the self-regulatory organisation of the advertising industry in the UK.
• Some rules and code that must be followed in order to air the advert. Some things
including:
• Misleading advertising: The advertisement must be relevant. The use of the word “free” needs
evidence if used at all in the advert. The availability of school placements.
• Harm and Offence: Cannot cause any harm or offence from the advertisement. This would
include any shock tactics.
• Children: You must ask their permission to feature them in the advert. You can’t put unfair
pressure on them either.
• Privacy: Any depicting members of the public must be referred to people with a public profile.
• Political matters: Clarification of when the code applies to political advertisements.

4. OFCOM (THE OFFICE OF
COMMUNICATIONS)
• OFCOM is a telecommunications company that is a government-approved regulatory and
competition authority for the broadcasting, telecommunications and postal industries of the
UK.
• Some things that OFCOM may affect in our campaign:
• Required to fulfil the standard: We need to comply with legal and ethical requirements. All guidelines
must be met.
• People may complain about our campaign, reasons like breaking guidelines or it could mislead some
people, religious reasons, etc.
• Unable to make empty promises: We can’t promise that Ringwood School will be “free”. Extras may
include things like your own school supplies, school lunches, mode of transport, etc.
• Customer feedback: Information provided by clients about whether they are satisfied or dissatisfied
with the service, their opinion is a resource for improving customer satisfaction and adjusting our
actions to their needs.

5. BBFC (BRITISH BOARD OF FILM
CLASSIFICATION)
• The BBFC is the UK’s regulator of film and video, providing age ranges such as U,
PG, 12A. They have legal powers so they rate, and sometimes cut or reject works.
They purpose is to ensure children and all filmgoers are protected from harm and
illegal material.
• Reasons the BBFC can affect our campaign:
• They will rate our advertisement, we want the rating to be U, or PG. If it is any higher, it
will be restricted to post 9pm.
• They would classify our audience.

6. SECTION D
Print and Audio Visual Plan

7. PRINT BASED ADVERTISEMENTS PLAN
• The different print formats: Mock Poster for bus-stop
• Posters
• Billboards
• Brochures
• Leaflets
• Booklets
• Cards
• Places these can be displayed on can be bus stops, posts/poles, walls, billboards.

8. AUDIO-VISUAL ADVERTISEMENT PLAN
• The different places it could air on:
• ITV – Family channel with frequent adverts.
• Online ads
• BBC channels
• Official Youtube channel

9. GENERAL STORYBOARD OF TV ADVERT
• The general direction of the advert.
• Presentation of Ringwood School and its students, teachers and grounds.
• Shows that It is a good place for students to attend.
• Explains what the students may expect when attending.
• Schedule for students
• When school starts/opens
• Highlights the schools good exam results.

10. FULL STORYBOARD
• 1. The first part of the ad is text based. It will have a white background with black
text. It will transition from the bottom to the middle of the screen. The narrator
then asks the question “Do you want your child to succeed in life which is also the
text that is displayed on the screen.
• 2. It then pans up to another section of the text that the narrator reads with the
Ringwood School logo panning up into the shot. The text reads “Then bring them to
Ringwood School”. But instead of normal text for the words “Ringwood School”. It is
replaced with the Ringwood School logo which also shows the words “Ringwood
School”. The narrator reads the text that is displayed on the screen out loud.

11. FULL STORYBOARD
• 3. Cuts to the head of the school who then speaks to the audience, with the school behind her, about
how wonderful Ringwood School is, ending with the line “But don’t take my word for it”. This is a
medium shot.
• 4. Students all sitting around a table telling the camera what their favourite part of school is. This
is also a medium shot. It is a vox pop so consent and permission for them to be included in the
advertisement is required.
• 5. Cut to another student with a football field behind. He then states his/her favourite part of
Ringwood School (More convenient if the student’s favourite part is the sports). It is a close up shot
and another vox pop, content and permission for them to be in the advertisement is required.
• 6. It then cuts to a wide shot of students and head teacher in front of the school building. The head
teacher then says “Like what you see? Then come to Ringwood School!”