The video recording act 1984

Its states that commercial video recordings offered for sale or for hire within the
UK must carry a classification that has been agreed upon by an authority
designated by the home office. The British board of classifications has been an
instrumental in the certification of motion pictures since 1912. Its classified by
the BBFC under an aged rate system: its seen as an offence under the particular
act to supply video work to individuals who are under the age of that designated
age.
Copy Right Law
The importance of this law to the advertising industry as Institute of

Practitioners in Advertising (IPA) defines advertising as, "The means of

providing the most persuasive possible selling message to the right
prospects at the lowest possible cost".1 Effective customer communication
is an essential part of any business. Properly used, advertising can
contribute to development and growth. Badly used, it can be a very costly
mistake.
http://www.mondaq.com/india/x/20565/advertising+marketing+branding/Adverti
sement+and+Copyright+Protection
The Purpose of the Copy Right law within advertising is that it promotes the
progress of advertising and how the copyright encourages authors/ creators in
their efforts by granting them a temporary ownership that gives them exclusive
rights for a specific length of time. However its purpose is limited when it
conflicts with overriding the copyrighting law to the public interest, as it will
encourage new creative media work that is necessary to some members of
public to make a copy of you work. The purpose is also to think about the
possible use of copyright law when it comes to trying to copyright materials: you
must keep in mind the perspectives of the owner and user of the material.
Overall suggesting that you should pay attention to the principles of respect and
trust in those who have an opportunity to use your work.
Who does it protects?
Those that are protected by the copyright law is Sound recordings, Motion
pictures and other audio-visual works, Literary (Song lyrics, manuals, commercial
documents, articles etc.), Artistic
(Photography, technical
drawings, maps, logos etc.), Film (Video footage, films, broadcasts etc.)
https://www.copyrightservice.co.uk/copyright/p01_uk_copyright_law

What happen if this is broken?

If you break the law against copyright can end in very serious consequences
anyone who republishes, reproduces a copyright work without the owners
permission is guilty of copyright infringement. The offences will be civil penalties
so if you registered your work with the US Copyright office (USCO) meaning that
the owner will sue you for damages and civil compensation in civil court. Criminal
penalties where you infringe on a copyright in order to earn a profit or gain
financially, the value of that particular infringement is mare the $1000. Or if you
disturbed work over the internet then is will be prepared commercial distribution

like a movie or CD, you could face Jail for 5 years and a legal payment of $2,500.
However other penalties can be taken place meaning that the owner has the
right to ask a court to grant an injunction for the prohibiting use of the
infringement material. It can all be destroyed or impounded, if on a website it
can all be shut down.
http://info.legalzoom.com/happens-break-copyright-laws-20309.html
An example of this would be the Avatar and the bats and butterflies play. This
was when Elijah Schkeiban who was the writer of the bats & Butterflies, he took
James Cameron the creator of Avatar to court as he suspected a copyright
breech. (Add more on this!)
What is the film act?
The cinematograph Film act of 1927 is an act that is designed to stimulate the
declining British film industry. It was introduced as a requirement for British
cinemas to show quota of British films. They believed that it would promote the
emergence of vertically integrated film industry, within production, distribution
and exhibition infrastructure are controlled by the same company. For example
the Vertical integrated American industry over the years saw rapid growth
immediately after the end of the First World War, so in this case it would allow
British studio to practice the perceived economic and cultural dominance
through those similar practices. This would then give hope that increased
economic activity within production sector would eventually lead to the growth of
self-sustaining industry.

Importance of ethical issues

Use of language - This would cover the advertising industry for language like the
way advertising can use misleading information to gain and persuade the public
to buy their products. There is an Unfair trading regulations 2008 which takes
into account adjudicates on complaints about advertising that are supposed to
be misleading. The impression that are created by adverts are around the basis
of the likely effect of consumers, it contains product-specific or audience-specific
rules that protect consumers.
Misleading information is a big part in this as the company like the ASA will make
sure this type of thing is prevented by Making sure ads are truthful is, ultimately,
about getting a fair deal for those consumers. But being truthful is also good for
business. The ASA are likely to build trust in and give our custom to those
companies who treat them fairly and are upfront showing no misleading
information to their customers. Advertisers have no interest in misleading
potential customers if it doesnt make good business sense: most businesses
want to build a good reputation and a base of happy but also returning
customers. The ASA takes action against advertisers who mislead so that those
who treat consumers fairly benefit from the goodwill that truthful advertising
creates.
Equal opportunities - The types of jobs that are covered within the advertising
sector is the Advertising account executive, Advertising account planner,
Advertising art director, Advertising copywriter, Market researcher, Marketing
executive, Media buyer, Media planner. So in this case the equal opportunities
within the advertising industry are that the importance of implanting t and

communicated effectively to all the employees. There must be equal opportunity

to take actions that allow principles and harness as the potential of the entire
workforce. This covers the illegal side to discriminating against employees
because of a certain characteristic like religion, race, gender etc.
Encouraging diversity the types of people working within the industry. The
majority of clients do tend to think they are reaching all the audiences by placing
their commercials in mainstream media, however this is far from the truth.
Research done by OMG Ethnic (a SBU of Omnicom Media Group), found that
ethnic audiences tend to lead something called the dual media lifestyles for
example they watch the best of mainstream and the best of ethnic content. The
X Factor advert has to be watched by millions in the country across ethnicities
so that the chances are that the advert wont its ethnic reach.

What ethical issues should be considered when making a film?

When you are filming there are going to be all sorts of ethics that will occur, that
must be taken into account such as truth, trust, privacy, serving the public
interest etc. For a company like the BBC they have set out editorial guidelines on
their website to state the principles and practices of acting ethically when
filming. They particularly cover accuracy, harm and offence, fairness and
consent, privacy, crime, religious and behaviour, this particular guide does
highlight all the ethical issues that are involved but doesnt go into much detail.
However some will go into more depth, which will clearly indicate the importance
of that issue, in this case the stereotypical views of gender is vital as woman are
often used in movies for ways of selling the film to men, as most trailers used will
show proactive clips which ill gain more of an male audience.
How are men and woman represented within films?
The way that men are represented in films is very different to the way woman
are portrayed, this stereotypical view reflects and sustains societys views on
that particular gender. Woman have suffered a very narrow stereotype of how
they are shown within films using being seen as the domestic situation of being
the housewife or mother figure. Mass media also have negative impacts on
woman who are especially in families, workplaces and society as they are
portrayed as playing less beings, dependent roles or seen as sexual objects.
They make the woman overall look weak like the damsel in distress who must be
saved by the dominant male figure. In the situation of a male an example would
be a James Bond film as it clearly showing an unfair representation. Bond being
the main character has a clear dominance over the woman that he meets,
seducing them and then letting them becomes an object of his desire and that
he is the most important person. Many people are starting to challenge the
images of gender that are created through films; the feminist movement is one
of the groups doing this.
http://www.academia.edu/4581788/Men_and_women_are_typically_stereotyped_
and_portrayed_differently_by_the_media
Are they seen as strong or weak?
The woman gender within films is defiantly portrayed as the weak ones who are

see as a motherly figure and the damsel in distress. They are the ones who are
expected to be weak and saved by the strong and dominant male hero.

An example of this shows how over the years of

1998-2012 how the percentages of woman
employed behind the scenes have increased,
making the opportunities more available for both
genders. However there is said to be a 5:1 ratio of
men woman on films to woman meaning how the
industry equality isnt balances for the genders,
showing how man are the more dominate gender
to be getting into the media.

Representation of religious beliefs?

Another ethical issue is how religion is interpreted
within movies. Religion might be misrepresented in
order to disparage a particular group, it might be
misrepresented in order to sell more newspapers or it might be misrepresented
due to a lack of knowledge on the part of media creators. For example,
CBCs Little Mosque on the Prairie, a sitcom centred on a Muslim community in
Saskatchewan, it has received praise and numerous awards for its portrayal of
Islam as well as its portrayal of multiculturalism and inter-faith relations.
How should men and woman be presented?
An article in the Scotland Sunday newspaper have spoke about the equality of
both genders within films, Sweden have decided to rate films depending on
whether the portray of men and woman are equal. The Rating U means
universal for all and the A rating where the movie has passed a so called
Bechdel test which means that it must have at least two named female
characters are holding a conversation that does revolve around any male
character. Films like Brave, Pixar Cartoons, aliens etc. However the films that
have failed this rating include Lord Of The Ring Trilogy, Star Wars Trilogy and All
the Harry Potter films but one. Ellen Tejle explained that you rarely see a female
superhero/ female professor/ person who makes it through exciting challenges
and masters them. Womans supportive roles are taken for granted, because we
are so used to have predomitaley male characters as the main characters.
http://www.scotsman.com/what-s-on/film/movie-rating-on-men-and-womenbeing-portrayed-equally-1-3177418