Transcript Unit 108 - WordPress.com

Unit 108
Advertising in
Photography
LO3; Understand legislative and
ethical issues
3.1 Research and apply legal and ethical
considerations affecting advertising
photography
What are ethics?
• Ethics are often discussed alongside morals. Is there
a difference?
• Usually, morals are personal (internal), while ethics
refer to rules, or codes of conduct (external, defined
by society or organisations).
• Lots of institutions/organisations have codes of
conduct, or codes of ethics (BBC, NUJ, Advertising
Standards Authority - ASA)
• http://www.cap.org.uk/Advertising-Codes.aspx
• http://www.icharter.org/standards/eas405/
• http://www.iab.net/public_policy/codeofconduct
• http://www.communicationscouncil.org.au/public/content/Vi
ewCategory.aspx?id=596 (AU)
• http://aana.com.au/self-regulation/codes/ (AU)
• http://ethics.iit.edu/ecodes/node/5000 (NZ)
• Other useful references; Beyond the Lens (published by the
AOP, available in the college library)
Ethical considerations in advertising
• Social responsibility – advertising alcohol, tobacco,
harmful products
• Advertising to children
• Being truthful – making false claims
• Pharmaceutical/health products
• Financial products
• This is not an exhaustive list!
Legislative considerations
• http://www.asa.org.uk/
• http://www.cap.org.uk/Advertising-Codes.aspx
• https://www.gov.uk/marketing-advertising-law
Misrepresentation and False Advertising
http://www.theguardian.com/media/2009/dec/16/twiggys-olay-ad-banned-airbrushing
Hasn’t advertising ALWAYS presented
aspirational/over perfect images?
Current
mascara advert
- Rimmel
Maybelline advert
(1960’s)
Current Olay advert
Vintage
mascara
advert Maybelline
Food Styling - misrepresentation or false advertising?
Food styling tricks
http://www.theguardian.com/lifeandstyle/2016/jan/04/food-stylist-photography-tricksadvertising
Fast food photoshoot
http://theonlinephotographer.typepad.com/the_online_photographer/2012/06/information-ordisguise.html
Amusing test – adverts vs reality!
http://www.consumerreports.org/cro/magazine/2014/02/fast-food-not-as-pictured/index.htm
A personal code of ethics – food photography
https://sallyrobinsonmaphoto.wordpress.com/2015/04/26/ethics-o5/
The ‘false’ French tourist ads
The ‘false’ French tourist ads
Stock photo of a Hawaiian scene, altered to
feature Corsican coastline.
The PAJ's (French Photographers' and
Journalists' Union) President Mario Fourmy
said;
'All the images are false. They are
low cost and of course have nothing to do
with the tourist areas mentioned on the
posters'.
Campaign created for Atout France by
British advertising firm The Line Agency;
MD Steve Turton has apologised for;
'unintentional error'.
Atout France;
'We are currently negotiating
with the agency. We are waiting to see
what their attitude is and have reserved the
right to take action.
http://www.dailymail.co.uk/travel/article-2128151/France-tourism-advertising-campaign-leftred-faced-allegations-using-false-photos.html#ixzz2wslrMD8i