Campaign proposal

Advert campaign for clothing and fashion a charity shop.

Product
3 images:
1 landscape for a billboard
2 portraits for newspapers, magazines and posters in a bus stop.

Target audience
The target audience for my campaign will be aged 16-25 because people
of these ages are more likely to go to and shop in charity shops because
they want clothes for cheap prices and most charity shops are easy to
access, the gender I have chosen for the target audience of my campaign
is mixed gender this is because both genders are likely to go to charity
shops however, women are more likely to go to charity shops than men
are but men do still shop in them as well. The social class for my
campaign is working class and lower class, this is because charity shops
are mostly aimed at that area of class in general, people from these
classes do not have a lot of money so they cannot always afford clothes
from high street shops, so they shop in charity shops. The geographical
placements for my advertisements will be in poorer areas like council
estates, these places are ideal because people in these areas are more
likely to visit charity shops anyway. Advertisements in these areas will be
put in bus stops and shelters so that they are eye catching and easy to
find, when people from these areas are waiting at these bus stops they
will see these advertisements regularly.

Campaign message
Affordable, quality clothing.
This is the campaign message because the advertisement needs to catch
the eye of the audience by being appealing and alluring to them and
making them want to go to the charity shops and spend their money.

Launch date
My launch date will be seasonal and will be in summer because this
season is when people go out and buy new clothes for summer however,
people from these poorer areas can only afford clothes from charity shops
but they will still buy clothes from high street shops because they will go
shopping in summer.

Schedule of advertisements
1st poster released 7th June 2017 because this is because June is the first of
the summer months and people are anticipating July when it is the
hottest.
2nd poster released 21st June 2017, it is released at this time because this
is the official beginning of summer.
3rd poster released 19th July 2017, it is released at this time because it is
summer and people are already buying clothes, they will see this
advertisement and will go and tell their friends about it and possibly go
themselves.
All posters will be released by the 1st of august and will be circulating
around the areas that are mentioned.
The campaign will be officially closed on the 10th of September 2017.

Location of advertisements
The advertisements are targeting the areas where council houses and
estates

My first advertisement will be placed in the bus interchange in Warrington

town centre, the poster will be placed in a billboard holder inside the
building in a place where when people sit down they will see it straight
away, it will be hard to miss as it will be in an obvious place in which
people will always be looking; no matter what they are meaning to look at,
they will see it. It will be placed strategically so that people will always see
it, when they walk through the automatic doors at both sides they will see
it and look at it without meaning to. I have selected this area because
there will be thousands of people going through there each day, they will
see my poster when going through the bus station, and they will tell their
friends about the posters and visit the charity shop to buy clothes.

My second advertisement will be put on one of the walls in Warrington

bank quay train station and will be placed in the centre of the window so
that the target audience are definitely going to see it if they purposefully
look or even glance. This poster will be advertised here because there are
copious amounts of people who walk through this area every day and will
definitely see the poster and most likely look at it or glance at it as they
are walking through or even just standing and waiting for a train. It will be
placed at a height so that if you are getting on or off the train, you will see
the poster on the wall and will be drawn to it because of the bright colours
and the model in the picture. I hope that upon seeing the poster they will
briefly mention it to their friends and they will hopefully visit the charity
shop.

My third and final advertisement will be placed in the Warrington town

centre golden square shopping centre on a revolving poster billboard
stand where it will be one of the several posters that are advertised on
that billboard alone. The poster will be placed outside between CEX and
the pound shop where it will be passed by eve single day and hopefully
noticed briefly by the target audience. My advertisement will be placed
here because this area is a place where a lot of people walk by for a short
cut to the main sector of golden square. If or when the target audience
see my poster, they will mention it to their friends and family and
furthermore, visit the shop with others or on their own.

Legal and ethical issues

Copyright law
What is this law?
Copyright is the protection of a persons work and it makes sure that a
persons work or idea cannot be used or stolen from them without being
asked permission beforehand.
Copyright is a legal right created by the law of a country that grants the
creator of original work exclusive rights for its use and distribution. This is
usually only for a limited time. The exclusive rights are not absolute but
limited by limitations and exceptions to copyright law, including fair use. A
major limitation on copyright is that copyright protects only the original
expression of ideas, and not the underlying ideas themselves.

Copyright is a form of intellectual property, applicable to certain forms of

creative work. Some, but not all jurisdictions require "fixing" copyrighted
works in a tangible form. It is often shared among multiple authors, each
of whom holds a set of rights to use or license the work, and who are
commonly referred to as rights holders. These rights frequently include
reproduction, control over derivative works, distribution, public
performance, and "moral rights" such as attribution.

If this law were to be broken?

If you are found guilty of copyright infringement, you can be ordered to
pay damages. The amount of damages depends on the amount of lost
profits from the infringement and the number of times you infringed on
the copyright. If they were to use someone elses work without their
permission and they earned a profit of some sort, they would be fined and
could possibly go to prison.

Application to my work?
I will apply the law of copyright to my radio show by making sure that I
only include and use my own work and nobody elses. If I were to use
anyone elses work, I would have to get their permission to do so as it
would be breaking the copyright law if I used this persons work wilfully
without their permission. I will abide by all of the laws put in place by and
for the copyright law to make sure that my work is all-acceptable for the
audiences consumption.
Privacy law
What is this law?
The right to privacy gives the right to be private from the media. You must
have permission from the person you wish to publish information about so
that you can use it under their permission and allowance. Privacy law
refers to the laws that deal with the regulation of personal information
about individuals, which can be collected by governments and other
public as well as private organizations and its storage and use. Privacy
laws are considered in the context of an individual's privacy rights or
reasonable expectation of privacy.

What happens if this law is broken?

One is the invasion of privacy, a tort based in common law allowing an
aggrieved party to bring a lawsuit against an individual who unlawfully
intrudes into his or her private affairs, discloses his or her private
information, publicizes him or her in a false light, or appropriates his or
her name for personal gain. Upon invasion of someones privacy without
his or her permission, you can be fined or possible jailed for breaking a
law.

Application
I will apply this law to my work by checking and making sure that I do not
invade anyones privacy without asking their permission to do so. I will not
use anyones information against them without their permission. I will not
make any bad representations of anybody.

Trademark law
What is this law?
A trademark, trade mark, or trade-mark is a recognizable sign, design, or
expression which identifies products or services of a particular source
from those of others, although trademarks used to identify services are
usually called service marks. The trademark owner can be an individual,
business organization, or any legal entity. A trademark may be located on
a package, a label, a voucher, or on the product itself. For the sake of
corporate identity, trademarks are often displayed on company buildings.

What happens if this law is broken?

Infringement of the trademark law would possibly land you in jail and if
not put you in prison, you could be given a large fine. Trademark
infringement is the unauthorized use of a trademark or service mark on or
in connection with goods and/or services in a manner that is likely to
cause confusion, deception, or mistake about the source of the goods
and/or services.

Application
I will apply the law of trademark to my work by making sure that I dont
use or include anything that has been previously or currently
trademarked. I will not use anything that has anything to do with
trademarking because it is against the law and would make my work false.

Discrimination law
What is this law?
The Equality Act is a law, which protects you from discrimination. It means
that discrimination or unfair treatment based on certain personal
characteristics, such as age, is now against the law in almost all cases.

The Equality Act applies to discrimination based on:

Age
Race
Sex
Gender reassignment
Disability
Religion or belief
Sexual orientation
Marriage or civil partnership
Pregnancy and maternity

What happens if this law is broken?

If you were to break this law you could possibly be fined or even put into
prison for breaking a law. This law protects people from being harmed by
others in ways as such as liable or slander.

Application
I will apply this law to my work by making sure that I do not discriminate
against anyone of any, Age, Race, Sex, Gender reassignment, Disability,
Religion or belief, Sexual orientation, Marriage or civil partnership or
Pregnancy and maternity. I will also not stereotype anyone for their or on
their age, race, sex, gender reassignment, disability, religion, sexual
orientation, marriage or pregnancy.

Defamation law
What is this law?
Defamationalso calumny, vilification, and traducementis the
communication of a false statement that harms the reputation of an
individual person, business, product, group, government, religion, or
nation.

Under common law, to constitute defamation, a claim must generally be

false and must have been made to someone other than the person
defamed. Some common law jurisdictions also distinguish between spoken
defamation, called slander, and defamation in other media such as printed
words or images, called libel.

False light laws protect against statements which are not technically false,
but which are misleading.

In some civil law jurisdictions, defamation is treated as a crime rather than

a civil wrong. The United Nations Human Rights Committee ruled in 2012
that the libel law of one country, the Philippines, was inconsistent with
Article 19 of the International Covenant on Civil and Political Rights, as
well as urging "State parties [to the Covenant] should consider the
decriminalization of libel"

What happens if this law is broken?

Many nations have criminal penalties for defamation in some situations,
and different conditions for determining whether an offense has occurred.
ARTICLE 19, a free expression advocacy group, has published global maps
charting the existence of criminal defamation law across the globe, as well
as showing countries that have special protections for political leaders or
functionaries of the state.

There can be regional statutes that may differ from the national norm. For
example, in the United States, defamation is generally limited to the
living. However, nine states (Idaho, Georgia, Kansas, Louisiana, Nevada,
North Dakota, Oklahoma, Utah and Washington) have criminal statutes
regarding defamation of the dead.

The Organization for Security and Co-operation in Europe (OSCE) has also
published a detailed database on criminal and civil defamation provisions
in 55 countries, including all European countries, all member countries of
the Commonwealth of Independent States, the United States and Canada.

Application
I will apply the law of defamation to my work by making sure that I do not
make any false statements about anyone and, will not say anything false
about anyone. I will not make any bad representations about anyone and
will not damage or destroy their reputation.
Official secrets act (law)
What is this law?
The Official Secrets Act 1989 (c. 6) is an Act of the Parliament of the
United Kingdom that repeals and replaces section 2 of the Official Secrets
Act 1911, thereby removing the public interest defence created by that
section.

Lord Bingham said that the white paper "Reform of Section 2 of the Official
Secrets Act 1911" (Cm. 408) (June 1988) was the immediate precursor of
this Act and that its recommendations bear directly on the interpretation
of this Act.

People working with sensitive information are commonly required to sign a

statement to the effect that they agree to abide by the restrictions of the
Official Secrets Act. This is popularly referred to as "signing the Official
Secrets Act". Signing this has no effect on which actions are legal, as the
act is a law, not a contract, and individuals are bound by it whether or not
they have signed it. Signing it is intended more as a reminder to the
person that they are under such obligations. To this end, it is common to
sign this statement both before and after a period of employment that
involves access to secrets

What happens if this law is broken?

If you break it, and are found out, a prosecution is possible (but not always
inevitable). The outcome depends upon the circumstances. There was, for
example, the case just a few days ago where someone was fined 2500
under the OSA for leaving secret papers on a train. In more serious cases,
other punishments (up to and including long spells in prison) can be
imposed.

The new Official Secrets Act replaces section two of the 1911 act; under
which it was a criminal offence to disclose information without lawful
authority.

The new act makes it an offence for any member, or former member, of
the security services to disclose official information about their work. It is
also an offence for a journalist to repeat any such disclosures. The areas
covered by the act include releasing information on defence, international
relations, security service activities, foreign confidences and information
that might lead to a crime being committed

The maximum penalties for breaking the new law are two years'
imprisonment, an unlimited fine or both. The blanket ban on giving away
official secrets will also apply to some civil servants. There will be no
public interest defence, so an official would not be able to argue in court
that they broke the law in the national interest.

Application
I will apply the law of the official secrets act to my work by not releasing
or giving away any government information or secrets linking to the
government in any possible way. I will be careful with my words as to not
say anything that could leak information about the government to the
public. I will not make any bad representations of anyone.

Trespass law
What is this law?
Trespass in English law is an area of tort law broadly divided into three
groups: trespass to the person, trespass to goods and trespass to land.

Trespass to the person comes in three variants: assault, which is "to act in
such a way that the claimant believes he is about to be attacked"; battery,
"the intentional and direct application of force to another person"; and
false imprisonment, "depriving the claimant of freedom of movement,
without a lawful justification for doing so". All three require that the act be
a direct and intentional act, with indirect or unintentional acts falling
under the tort of negligence. Battery and assault require the claimant to
establish that the defendant intended to act, while false imprisonment is a
tort of strict liability. The guiding principle behind all three is based on the
statement of Goff, LJ, who stated in Collins v Wilcock that "any person's
body is inviolate", excepting normal, day-to-day physical contact.

Trespass to goods is defined as "wrongful physical interference with goods

that are in the possession of another", and is covered not only by the
common law, but also by the Torts (Interference with Goods) Act 1977.
The "trespass" can be as little as touching or moving the goods, given the
right circumstances. It is unknown whether intention is required for a
claim under trespass to goods, as the matter has never gone to court; the
courts have confirmed that for damages to be awarded for harm suffered,
the harm must have been reasonably foreseeable.

What happens if this law is broken?

If this law is broken, the perpetrator/person could be fined or possibly put
in prison for trespassing private property or grounds and possibly putting
others into danger or threat of harm.

Application
I will apply the trespass law to my work by promising and making sure
that I do not tread onto private property or trespass any land or grounds in
which I do not have permission to go onto. I will also not make any bad
representations of anyone.

Obscenity law
What is this law?
An obscenity is any utterance or act that strongly offends the prevalent
morality of the time. It is derived from the Latin obscaena (offstage) a
cognate of the Ancient Greek root skene, because some potentially
offensive content, such as murder or sex, was depicted offstage in
classical drama. The word can be used to indicate a strong moral
repugnance, in expressions such as "obscene profits" or "the obscenity of
war".

In the United States of America, issues of obscenity raise issues of

limitations on the freedom of speech and of the press, which are otherwise
protected by the First Amendment to the Constitution of the United States.

Federal obscenity law in the U.S. is unusual in that there is no uniform

national standard. Former Justice Potter Stewart of the Supreme Court of
the United States, in attempting to classify what material constituted
exactly "what is obscene," famously wrote, "I shall not today attempt
further to define the kinds of material I understand to be embraced but I
know it when I see it" In the United States, the 1973 ruling of the Supreme
Court of the United States in Miller v. California established a three-tiered
test to determine what was obsceneand thus not protected, versus what
was merely erotic and thus protected by the First Amendment.

What happens if this law is broken?

In some cases, when this law has been broken in the past, people have
been put in prison for certain reasons concerning publishing things that
break the obscenity law. Breakage of this law can set penalties and fines
for people who have broken the law.
Application
I will apply the obscenity law to my work by making sure that nothing
obscene is included in my work, as such: offensive language, images,
which present people or objects, which are displayed in an obscene way. I
will also not make any bad representations of anyone.

Representation law
What is this law?
The representation law is a collateral statement, either by writing not
inserted in the policy, or by parole, of such facts or circumstances relative
to the proposed adventure, as are necessary to be communicated to the
underwriters, to enable them to form a just estimate of the risk.
A representation, like a warranty, may be either affirmative, as where the
insured avers the existence of some fact or circumstance which may
affect the risk; or promissory, as where he engages the performance of,
something executory.

What happens if this law is broken?

Breaking the representation law could set a fine for the person who has
broken the law, and quite possibly land them in prison. Breaking the law of
representation is still breaking a law regardless of its meaning and intent,
a penalty is set for any of those in which choose freely to break this law.

Application
I will apply the law of representation to my work by making sure that I do
not break this law in any way. I will follow all the regulations that are set
for this law and will promise to abide by the rules set for this law. I will not
make any bad representations of anyone.

Violence law
What is this law?
The unlawful exercise of physical force or intimidation by the exhibition of
such force. The violence law protects the audience from being harmed by
the contents.

What happens if this law is broken?

If the violence law is broken, the person or people who break it could be
taken to court and could land themselves a fine or be put in prison for an
unknown amount of time.

Application
I will apply the violence law to my work my making sure that I do not
violate any of the laws or rules for this law; I will not include anything
violent in my magazine and will not promote anything that connotes or
relates to violence in any way or form. I will not make any bad
representations of anybody.
Language and images law
What is this law?
This law protects the public from discrimination or harm, referring to the
obscenity law, I cannot include anything harmful or offensive that would
affect the audience in any way. In result of me happening to include
anything discriminatory or derogatory towards the public view, my
magazine could lose or damage its reputation, which could further result
in a loss of viewers or readers.

What happens if this law is broken?

If this law were to be broken by me or any of the people working on my
magazine, it could result in us being fined, taken to court, fired or a larger
and more serious penalty. If this law was broken, the public could sue my
company and result in a loss of profit, viewers, and readers and could
possibly get the magazine cancelled or shut down completely.

Application
I will apply the law of language and images/the obscenity law to my work
by making sure that I do not discriminate, harm or offend any of my
audience in any way, shape or form. I will follow all the rules and
regulations that follow this law in order to protect my target audience and
all audiences for that matter from being harmed or discriminated against.
I will not make any bad representations of anyone.