LO2: Legal and Ethical

Legal and Ethical issues that we faced whilst producing the advertising campaign:

'Alcohol ads must not be directed at people under 18 or contain anything that is likely to appeal to them by reflecting youth culture.' - ASA

• Within our teaser trailer for the wine we avoided locations, subjects and items that would reflect youth culture. The peaceful country side scenic views and music attract the older generations.
• The website showcases information that appeals to wine enthusiasts and doesn't invite young culture due to the muted orange house style that runs throughout. If we wanted to appeal to younger generations we'd use vibrant colour schemes and images. 
• In the poster advert we wanted to reflect a country scene with the window and props surrounding it. This connotes to the lifestyle being promoted with the wine. 

With these factors considered it restricted the content we could promote and limited freedom.

'Copyright laws- The rights cover; broadcast and public performance, copying, adapting, issuing, renting and lending copies to the public. Artistic- photography, painting, sculptures, architecture, technical drawings/diagrams, maps, logos.'

• The vineyard had a distinct branding already that was created by there grand son, this showed it was original graphic design and did not violate copyright laws. We didn't change the branding due to the clients requirements of them wanting to keep the original design. From this we used the logo in all our advertisements. We created a consent document for us to gain permission to use there logo in our advertisements.

Emails from Michael Bailey as confirmation to use their designs: