LAMBERTE, Lei Antonette A.

11-12-19
COC-2C Media Laws and Ethics

1. COPYRIGHT
This is an example of copyright
because as you see, it is a
pictorial that has the word
copyright and the name of the
author which is “Julee Pottorff
Photography”. This will serve as
a protection of works of the
author, which have been
expressed in a tangible form.
This includes such expressions as books, movies, works of
art, and songs. Copyright protection for the individual who
created the work lasts 70 years past the lifetime of the author.
A copyright symbol is used to advise people that the work is
protected by copyright, and may be used only with permission
of the copyright owner. The internationally recognized
copyright symbol is a capital ‘C’ enclosed in a circle: ©

2. TRADEMARK

These are some examples of

trademark where in addition to
differentiating companies and
products in a given market, the
use of trademarks is a
marketing strategy that
encourages recognition and
association of some level of
quality among consumers.
Registered trademarks ensure fair, competitive
practices in the market while protecting the owner of the
intellectual property rights. As you see, it has the letter “r”
or “tm” which is encircled. It will serve as the name,
symbol, figure, letter, word, or mark adopted and used
by a manufacturer or merchant in order to designate his
or her goods and to distinguish them from those
manufactured or sold by others. Anyone who will copy
this can be sued by the owner.
3. FOUR TYPES OF DECEPTIVE ADVERTISEMENT

a. BAIT AND SWITCH

These are examples of Bait-

and-switch because this is
just a scam where these
businesses advertise a great
product or service for a low
price. When prospective
customers attempt to buy the
product or service, however,
they find out that the product
is not available. The business
uses this opportunity to try to
sell customers a more expensive product
instead. Many different businesses have used
these scams to entice customers to buy
expensive products and services. As a
consumer, you need to know how to identify a
bait-and-switch scam and protect yourself
from being taken advantage of.

B. HIDDEN FEES

A common form of hidden fees and surcharges is "fine print" in advertising. This
is an example of hide fees that is commonly used where it did not include the
"shipping fees" into the price of goods online. Many hotels charge mandatory
"resort fees" that are not typically included in the advertised base price of the
room.
 C. MISLEADING CLAIMS

This is a false claim because the characteristics of the

goods or service, e.g. – a product is a different colour, size
or weight to what is advertised is not what it is. The price or
way the price is calculated is misrepresented, e.g. –
products are advertised at sale prices, but turn out not to
be.

D. AMBIGUOUS PHOTOGRAPHY

This is an ambiguous photography because it has unclear meaning or open to

interpretation. In advertising, you want to avoid generalized statements that
could be applied to any brands or products. Instead, you usually want clear,
concise and impacting messages that highlight things that make your brand and
products stronger than others.

4. COMPARATIVE ADVERTISING

Comparative advertising aka

knocking copy is defined as
advertising where “the
advertised brand is explicitly
compared with one or more
competing brands and the
comparison is obvious to the
audience.”