Law and Ethics
Advertising
Protein world advert 'beach body ready'
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The ad for protein world had complaints made to the advertising standards authority (ASA). it has been banned due to concerns over its health and weight loss claims made in the advert. the complaints argue that the ad is offensive, irresponsible and harmful as it promotes an unhealthy body image. there was also an online petition to take down the ad with almost 60,000 signatures.
TalkTalk broadband advert
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The ad for talktalk broadband was banned due to claims of having the uk's safest broadband. there were complaints from the public and BT made to the ASA due to the ad being misleading however they found that talktalk was the only broadband to offer security features at a network level but should be banned on the grounds of talktalk cant claim that customers will enjoy the safest broadband experience with there services and not others.
Sky mobile advert 'smart mobile swap shop'
https://www.campaignlive.co.uk/article/sky-mobiles-tom-hardy-ad-banned-free-upgrade-claim/1448172
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The ad for sky mobile received complaints to ASA due to the claim of 'free of charge' being misleading as the deal required customers to take out a new 24 month payment plan for their new phone and therefore breached the BCAP code rules and so being banned from use.
Heinz Beanz's advert 'can song'
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https://www.theguardian.com/media/video/2016/nov/23/banned-heinz-beanz-can-song-advert-video
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the ad for heinz beanz was banned due to receiving complaints with the ASA about it encouraging unsafe behaviour for children. heinz stated they had put instructions online how to learn the song safely but the advert itself didn't include the instructions and therefore was banned as dangerous for children to copy.
Laws Surrounding Photography
There are limited laws surrounding photography however there are certain things yo need to be aware of such as the risk of harassment, invasion of privacy, copyright and the children's act.
risk of harassment - if you persist or aggressive or continue to photograph a single individual it may come under the legal definition of harassment
invasion of privacy - the privacy rights can be divided into four areas public disclosure of private facts, the portrayal of a person in false light, the commercial appropriation of someone's name or likeness without permission, or misappropriation (right of publicity) and lastly is invasion of privacy when you intrude a person's private domain that would be considered offensive to them and as a photographer going on someone's land without permission would violate this privacy and don't have to take the photo or publish the photo for it to be unlawful.
copyright - the exclusive legal right, given to the owner for a fixed number of years, to print, publish, perform, film, or record literary, artistic, or musical material and protects the photographer and their work from copyright.
the childrens act - its an offense to take/make indescent photos of a child, to distrubite or show indescent photographs, to have possession of these photos or used for advertising these laws therefore protect children from being in these circumstances.
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Ethical and Moral understanding
There are lots of things to take into account when photographing especially in a public space.
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how people are portrayed so you want an acurate representation of a paersons image and not a false/fake one
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how the images are being used as you don't want the image to come across offensive to the person
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political/religious views
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social or cultural groups
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staged images/authenticity
There are differences between legal and ethical ​as legal is meant by the law and ethical is meant by moral whats right and wrong.
Wine advert 'Jacobs Creek'
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Initial Ideas below.
Proposed Idea
The proposed idea for advertising the wine product Jacobs Creek is to use a plain black background to make the bottle of wine stand out and get more noticed with the viewer with the bottle of the wine next to a wine glass then somebody picks up the bottle and then started to pour the wine into the wine glass using different effects and angles such as slow motion and zoom and while this is happening there will be calming music playing in the background as wine is associated with having a cosy night in etc. the main focus would be on the wine label and the wine itself as doing it this way will work with the ASA standards and codes such as code19 which regards alcohol use in advertising.
link to ASA code regarding broadcasting with alcohol https://www.asa.org.uk/type/broadcast/code_section/19.html
the ASA codes in general state that averts must not promote irresponsible drinking behaviours or aimed at underage drinkers under 18s. people under the age of under 25 or look of must not feature in the advert either this however this would be the only ASA code that we will break when filming due to somebody under age pouring the bottle of wine into a glass but it would only be there hand showing and viewers wouldn't be aware of the age of the person pouring. also all alcoholic products must have factual information about the product for example low alcohol drinks are defined as drinks containing between 0.5% and 1.2% alcohol.
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Analysis of current adverts
https://www.youtube.com/watch?v=bTfoQmtWpAU
This is an example advert advertising Majestic Wine. the advert has a focus of two people one a customer and the other an employee of majestic wine whilst in the shop there are thousands of different wine bottles. the narrative to the advert is a nervous customer wanting to buy a specific wine and majestic wines offering her other alternatives. the target audience for this majestic wine advert is adults who are legally allowed to buy alcohol. i think the advert coincides with the ASA codes as only adults are featured in the advert there is no irresponsible behaviours.
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http://www.dailymail.co.uk/video/news/video-1105656/Glamorous-ALDI-advert-promoting-range-wines.html
Here is another example of a wine advert this time this is Lidl promoting their own brand of wine. the advert consists of clips of various locations abroad before coming to a restaurant type setting and a shot of a bottle of wine with the price of £4.99 afterwards another clip comes on with a new bottle of wine this time with a new price of £3.99 with the other price of £4.99 crossed out above the new price. i think this advert is doing a comparison of some sort to tell customers where they should be buying their wine by getting other shops prices and wine and showing that theres is cheaper to tempt customers in who not necessarily have a expensive taste or a large income as well these people being the target audience i think it could also be target at adults who have families or possibly students at university. the advert coincides with the ASA guidelines as only adults are featured in the advert as well as the setting looks as though its an appropriate place where alcohol would be associated with as not only the restaurant setting but also a lot of people drink alcohol on holidays which coincides with the first few clips linking it altogether.
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Proposal
Title - Jacobs Creek
Crew Names - Jade, Grace and Harry
Summary of Idea - Film a Jacobs creek wine bottle and someone pouring out the wine into a wine glass in slow motion, Photograph the wine bottle next to the wine glass or mid pouring.
Locations/Props - At the college using an old empty wine bottle filled with a similar colour drink.
Schedule - filming/shooting 12th January
Summary of Research - We come up with different ideas how to advertise Jacob's creek wine and then looked at the ASA codes for use of alcohol in adverts and decided which one would be best in regards to not breaching the codes as well as in how to film and photograph the wine.
Target Audience - Adults
Links to ASA Codes - https://www.asa.org.uk/type/broadcast/code_section/19.html
- https://www.asa.org.uk/type/non_broadcast/code_section/18.html
public and private property
you have the right to photograph anywhere that is public property, including public roads, pavement, parks etc. And hard to have rights for privacy. when photographing in public you have to remember not everyone wants there photo taken and to not photograph through peoples windows as its classed as an invasion of privacy. if shooting for commercial reasons you may be required to have model release forms and place release forms, the public places your not allowed to shoot are airports, prisons, government buildings and ministry of defence as well as schools being argued where you shouldn't photograph.
you can only photograph on private property if you have been granted permission and you can be asked to not take photos or leave the premisses as it could be seen as trespassing.
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for my location shoot i have planned to shoot at a public park where its okay to shoot due to it being a public space that location doesn't work out my second choice of location is my garden at my house where i also wouldn't require permission.
Referencing
The photoshoot for the Jacobs creek wine advert went quite well i think. i was in charge of taking the photos for the advert while grace and harry did the filming for the video aspect. to shoot we used the studio the lights to create an appealing affect. to start off with the photos came out pink/orange until i changed the settings on the camera and they cam out more accurate, some of the photos came out blurry whilst others came out clear and detailed i think the only downside was that you weren't able to see the entire label of the wine due to not having the actual thing in college we therefore had to improvise, but other than that im very pleased with the outcome of the photos.
Contact Sheet
Evaluation
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In conclusion our final adverts as below are finished for the wine Jacobs Creek. I think our advert turned out good considering we had to make do when it came to the props but overall the finished product is good. with the photo we choose this one because it shows the Jacob's creek wine standing out from the background due to the shallow depth of field making it pull all your focus on that, the wine label on show telling viewers what wine it is and it sitting in a neutral location. with the video we choose this idea and finished product as it shows the wine being poured out into a glass with the bottle being placed back down next to it showing the name of the wine that was poured which gives the viewer an insight into the wine and what it looks like while soothing music plays in the background. when it came to the ASA codes we followed all of them the only one that could have raised awareness was the code 19.17 Alcohol advertisements must not feature in a significant role anyone who is, or seems to be, under 25 and must not feature children'. but due to the fact you can only see a hand you wouldn't know and wouldn't be able to tell that the person is under 25 therefore we didn't break any codes when it came to the final advert.
Storyboard
Risk Assessment
Final Advert
Before we filmed our advert we put together a risk assessment to be prepared if anything were to go wrong or if any incidents or accidents occur you know of them and a storyboard to show what we plan to do when it comes to shooting for the test shots and for the real thing.
To get the final product we filmed and shot many test shots to put into practise the storyboard and to see if and how it will work in real life before we shot the real thing as well as to see if and how we could improve and luckily it all went fine so nothing big had to be changed and we took on any improvements we needed to when it came to shooting for real. once we shot the real thing we edited the advert to make it look basic but effective and look more professional.