Legal and Ethical Consideration with my final pitch

 Legal and Ethical issues:

When creating any type of product (advertising), you have to consider the legal and ethical issues. When advertising in the UK you have a range of different laws that need to be met in order for it to be shown anywhere in the UK and for it to be a success. 

When I am producing my advertisements, I have a legal responsibility which means that I need to make sure all the advertising is: 

• An accurate description of the product and service  
• Legal - The advert reaches all the criteria of all the laws and rules which I've considered. 
• Decent - I've made sure that the advert is decent and worthy to be shown on the television.
• Honest/Truthful - When producing product, I made sure that I had all the facts about my product with no misleading information. I've also reviewed the honest opinions about the product about it being tasty and spreads happiness; I've involved in into my advert. 
• Socially responsible - I've ensured that my advert is responsible and fits the target audience. Doesn't include any harmful actions or anything illegal. 

Another law that needs to be considered is The Consumer Protection from Unfair Trading Regulations 2008. Within this law i shouldn't:

• Include false or deceptive messages
• Leaving out important information
• Using aggressive sales techniques 

Also, there is specific requirements for specific products:

• Food
• Alcohol
• Beauty products
• Environmentally friendly products
• Medicines
• Tobacoo

The one I'll be doing for my advertisement is food since I'm doing my advert about Dairy Milk Caramel. Produces must be careful since specific products has their own requirements they have to follow.

There are different advertising codes and practices:

• The committee of Advertising Practice (CAP) - covers all non-broadcast advertisement. For an example, print and online. 
• The broadcast Committee of Advertising Practice (BCAP) - covers all broadcast media advertisement. For an example TV and radio.

Violence/offensive language/behaviour/material/ Public interest/ slander/libel	In this advert is if there are any slander. You can’t lie about a person or impersonate a person.	When the characters in my advert are viewing the chocolate/tasting it I must make sure it doesn't have any form of violence. This will ensure it’ll follow ASA Guidelines.	To manage this I’ll work with my cast and make sure they’ll use an appropriate expression that is realistic. This will ensure that when watching my advertisement the audience would gain a satisfaction when watching the advert since it’ll still be in the guidelines of ASA with manners.
Ethical 2  Violence/offensive language/ behaviour/ in this advert is if there any material/public interest/slander/libel	When watching the advert younger audience may watch the advert and find many scenes to influence their behaviour in a bad way. The advertisement may include bad behaviour.	My company may be put under legal issues due to an impact of the younger audience may imitate bad behaviour.	When managing this I'll make sure that my work doesn’t include content that the younger audience may get bad behaviour from.
Legal 1  Violence/offensive language/ in this advert is if there is any material/public interest/slander/libel	One legal issue is that in some areas I need permission to film. I’ll need to ask for permission at certain locations due to their policy.	This will have an impact since I am filming in a class room which means I’ll need to ask for permission to use it.	I’ll manage this by asking permission from my media teacher to use the classroom whenever it is free. If I'm unable to use that specific class room I have a backup classroom in the music department.
Legal 2 Copyright/intellectual property rights/performance rights/ permission to film/royalties	Another legal issue I need to consider is using copyright free music or asking someone for copyright permission to use their music.	This will impact my advert due to me needing music/sound effects so that my audience is engaged with my advert. Music makes my advert more interesting and memorable so that they can come back to it.	I’ll manage this by either creating my own music since I can create music (I am a music tech student) or I will go on Youtube and find copyright free music and sound effects.
Regulation 1 ASA Guidelines	The ASA guidelines state that I cannot promote excessive eating in our advert for our product.	When including excessive eating in my advertisement due to that having a negative influence on the public and my target audience. This would violate the ASA guidelines.	When filming I will speak to my actors and make sure they’ll take only a few small bites of the product so that this avoids any negative impact of excessive eating and is not promoting it.
Regulation 2 ASA Guidelines	The ASA guidelines state that I cannot involve anything that will reflect violence in my advertisement.	This product is a mainstream product (chocolate bar) which would have all age groups. Including the younger and older population. This is critical to not include any violent elements since it may have influenced the audience.	To manage this I’ll go on the ASA Guidelines website and view the regulation rules and codes. When following these guidelines it’ll ensure that no violent content is present in my advertisement.

Here is a summary of how I considered the legal and ethical issues: 

cast/crew list

 

Production schedule

 

Risk assessment

 

Call Sheet

 

Storyboard

 

Radio advert

 

Radio Advert : https://youtu.be/bIW5jXi6Qvs

Final Pitch For Final Idea Video

 

Final Pitch For Final Idea Video

The video shown above is my final pitch for my TV & radio advert that I will be making. At the end of the video, there were several inquiries given to me by shareholders about certain aspects. Here they are:

• What is your backup plan if your ideas do not work out?

If my initial idea doesn't work, I would use my idea for idea 1 or 3 because they are based in a different location to my current idea that I am going with like for example the park. The locations for the other ideas are near to the school (which is my initial idea) meaning that I would be able to quickly change, if something were to go wrong. Furthermore, they have a similar baseline to the other ideas so there will not need to be a lot of preparation done if said scenario does occur.

• Why have you used a seductive voice in the radio advert?

The reason for why I have used a seductive voice is because in the old Cadbury dairy milk adverts there was a bunny which already had a seductive voice and I want to bring back the seductive voice in this advert as well, to bring back nostalgia and memories to the audience/buyers that have purchased prior to my advert. This seductive voice will make them feel like they’re in their childhoods again when they are coming back from work after 5:00pm which entices them to want to buy the chocolate for this nostalgic feeling. Although children may see the advert with the seductive voice, they won’t be able to tell that the voice is in fact seductive but this is based on whether I am able to find a suitable seductive voice for the bunny.

• You said that you have chosen the school for filming your advert, why did you choose the school in particular and not somewhere else?

The reason why I have chosen the school in particular for my filming choice of my advert is because of the accessibility of necessities that we have and most of all it will be much easier for my actors that are part of the radio advert, to meet up in our free time, break time, etc. Also because the environment is a school, the target audience will be able to relate to it and by seeing the people in the advert eating the chocolate in school, it will make them want to follow along. This would drastically increase the amount of sales of the chocolate bar among 16-24 year olds and heavily on school/university children.

• Why did you choose Cadbury caramel chocolate?

I chose this specific chocolate because I am an avid fan of this chocolate and it reminds me of my childhood since I used to eat it a lot when I was younger. There are also many different varieties of this chocolate like in an egg form or even ice cream form, this will make it much easier for me to advertise it and show it off in the advert.

• Why did you choose those adverts that you did in the presentation, how are you going to base that on your advert?

The reason for why I have chosen the three adverts in my presentation is because the music used in those adverts is something I would also use in my advert as well. Furthermore, the way they have laid out the advert will be something similar to what I will be making my TV advert look like but I will add my own little tweaks to embark my signature on it. I really enjoyed the adverts that I had chosen especially the one with the woman eating the chocolate seductively, which is one of the main reasons as to why I wanted to use a seductive bunny voice in mine as I feel as it would make the audience want to to go out and buy the chocolate.

• Could you mention your target audience and the goals you set to target that type of audience?

My target audience mainly consists of young adults who go to school, university or work which is one of the reasons as to why I had set my production location at school because it will relate to them once being in that position, enticing them to wanting to buy the chocolate bar.