During the production of our advertising material, it was vital to us that all legal and ethical issues were addressed and thought about in some considerable depth to ensure we stayed within both OFCOM and ASA guidelines. Primarily our advertisement offers fair representation of both genders as both male and female models were used throughout the process of making the short clip. This shows the target audience that The Vintage Leather Bag Company are fully equipped to both male and female styles. The Advertising Standards Authority have strict codes of practice when it comes to the misleading of the general public, for this reason we have ensured not to portray any of the products in an untrue light and have not replaced the bags with others which could be deemed more asethetic - these are genuine products from the Vintage Leather Company . In addition to this we have not included any information on pricing of the bags which could be misinterpretted, this relies on the viewer being directly interested in the products.
Although we have featured the likeness of one woman in the production of this advert, we have adhered to legal laws by ensuring all participants even if not explicitly seen in the stop motion signed a release and consent form, this is in turn complying with ASA's standards on privacy. As part of the broadcast code it is important to not feature any restricted content such as cigarettes, alcohol or drugs without specific guidelines therefore non of the above have been shown in the advertisment.
We have also ensured to cover a variety of ethnicities in the production of our advertisment again to provide a fair representation of the brand, if this had not have happened it is likely that it would have been picked up on and could be seen as discriminatory toward other ethnic backgrounds.
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