D1: Discuss the legal and ethical constraints within the planned campaign

For the advertising campaign I will follow the regulatory constraints written out by the ASA (Advertising Standards Authority). In order for the advertisement to be legal and eligible to publish to the public I comply to the regulations set out by the ASA's codes and rules.

The overall Principle for Marketing -

'The central principle for all marketing communications is that they should be legal, decent, honest and truthful. All marketing communications should be prepared with a sense of responsibility to consumers and society and should reflect the spirit, not merely the letter, of the Code'. 

Representation -

Through my advertisement I will make sure the characters I portray don't show negative representations of gender, look or ethnicity and will maintain a fair presentation of each character.

My character Matilda being the only female within the series will bb presented in advertisement as creepy yet her likeable traits such as lack of humour and forward personality will present her 
positively. As well as not giving away her character motives within the series to create spoilers.

Matthew and James as the male protagonists will not be shown to be superior in any way over Matilda. Their character and personalities will almost be dimmed by Matilda's intelligent ways of thinking and asking lots of questions. They will visually appear inferior, Matthew as well being new to the village, and James being portrayed as young and easily influenced and immature.

Stereotypes -

As my series is different to anything else my characters will not follow a specific stereotype and won't conform to audiences stereotyping them. My characters will be more archetypal in their motives and characterisation. Matthew as well as being a typical introverted young boy who has a dislike for the outdoors and prefers the safety of his room will change over the series course. Within my advertisement I will not portray any negativity of this stereotype as Matthew's likeable personality will draw in audiences and they will enjoy his performance and overall character. 

Matilda will also conform to a stereotypical representation of a creepy young girl, but the humour within her that the series as a whole offers will allow her stereotype to be far more likeable and not negatively portray her character in the advertisement.

James being the victim of the series will be portrayed stereotypically as slightly stupid and immature creating the sense of inevitability of his tragic fall. Within the advertisement though I positively portray his stereotype as being the young immature character as a release of overthinking and youth for the audience.

Suitability for young viewers -

I will age rate my series at 15 due to the graphic content as well as occasional foul language to reflect realistic emotions in scenes. For advertisement though I will make sure I do not make any content unsuitable but I will make sure that it is clear the series is for older audiences with a dark setting and mysterious, sinister titles, tones and colour. This will be through my logo title 'Pigeon Hunt' which will offer a sense of grittiness and the colours corresponding to images will be dark and bleak offering that sense of fear and horror. I will not include any swearing or graphic content in the advertisement, only characters and the setting offering a sense of environment. 

Ethical Issues -

In terms of my representations of characters with my advertisement I need to make sure they are not portrayed negatively i.e their dress code cannot be offensive as well as their physical stances and personalities not portraying a stereotype negatively. This needs to be considered in terms of cultural stereotypes, religions and races, along with suitable age viewing. With all this in mind however my characters still need to portray the series vision and character descriptions.

Copyright Issues -

All advertisement themes, fonts and images all need to be originally created by the production team and clearly stated. Any media created by another company/artist needs to be shown and referenced for their own work. In both my trailer advert and radio advert I used the song 'The Last Hangman' by the British band 'Hotel Lux'.


Compliance:

'Marketers should use the ASA website, www.asa.org.uk, or the CAP website, www.cap.org.uk, to inform themselves of recent ASA rulings, the latest text of the Code and CAP guidance on the Code'.

Rules- 

In order to comply to the rules my advertisement must be truthful, not saying anything false. The overall campaign should reflect the spirit of the of the ASA code. 


















Recognition of Marketing Communications:

'Other sections of the Code contain product-specific or audience-specific rules that are intended to protect consumers from misleading marketing communications. For example, the Charity-linked Promotions and Children sections of the Code contain rules that apply, as well as the general rules, to marketing communications that fall under those sections'.

Rules- 

All the advertisement must be easily accessible and identifiable as 'Pigeon Hunt'. And all advertisement must be clear as advertisement. On adverts on social media and public posters, audiences to be sure on what the poster is and that it is clearly portraying the series.
















Misleading Advertisement:

'The ASA will take into account the impression created by marketing communications as well as specific claims. It will rule on the basis of the likely effect on consumers, not the marketer's intentions'.

Rules- 

The advertisement must not be misleading and be truthful to what I want the audience to watch. All material and information must be visible to the audience and have nothing hidden to provoke the audience. 












Harm and Offence:

'Marketers should take account of the prevailing standards in society and the context in which a marketing communication is likely to appear to minimise the risk of causing harm or serious or widespread offence'.

All advertisement must be sure to not cause any widespread offence. My product must not show any characters or themes in a disrespectful way or harmful. Especially being advertised online, it will be reached by people from many walks of life; cultures, religions, race and nationality. 















Children:

'The way in which children perceive and react to marketing communications is influenced by their age, experience and the context in which the message is delivered. Marketing communications that are acceptable for young teenagers will not necessarily be acceptable for younger children. The ASA will take those factors into account when assessing whether a marketing communication complies with the Code'.

When advertising my product which will be publically visible to  wide audience of ages. Despite the dark themes and connotations my series portrays, I will need to make sure they do not cause any distress to children and show any form of graphic material. Children in today's society also have large access to online advertisement, so it needs to be clean and not offensive or harmful to them in any way. As well with the trailer which would be easily found on YouTube by kids. 












Privacy:

'Individuals should be protected from unwarranted infringements of privacy'.

In terms of our online advertisement via social media and websites, audiences need to be sure that their privacy is secure when operating on posts and websites created by the production company.